The deal adds a Google search field at the top of the site, which can search the Web using Google's results in Spanish, or it can perform a simple site search--similar to Google's deals with other partners for whom it powers search functions.
Google, the market leader in search, hasn't been on the radar for most Hispanic Web browsers, said Anthony Iaffaldano, director of marketing at the search engine marketing firm Reprise Media. Rather, AOL and Yahoo! have the top Spanish-language portals: AOL Latino and Yahoo! en Espanol.
"AOL, Yahoo! and MSN all outpace Google in the reach that they have in the Hispanic market," Iaffaldano said. "This deal is going to do a lot to bring them up to speed. It gives Google a lot more visibility than they have currently in the Hispanic community."
He added that the move could increase the popularity--and therefore the price--of Spanish-language AdWords buys. Current popular Spanish-language keywords include terms related to entertainment and real estate keywords, he said.