Do you know where your website visitors are located? And if you do, are you using this information to your advantage in terms of marketing and proper SEO?
Even if you have heard of Geo Targeting in a marketing sense, you might not be aware of how powerful a tool it can be.
What Is Geo Targeting?
Geo Targeting is defined by Wikipedia as “the method of determining the geolocation (the physical location) of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, Internet Protocol (IP) address, ISP or other criteria”.
Taking a look at your website statistics will give you a good indication of where your visitors are coming from. Depending on the depth and comprehensiveness of the statistics, you could determine just where your customers live, what products they are most interested in buying, and what content is attracting them.
How It Works
The information you might find in your website’s visitors statistics are based on the IP address of the user’s machine. Certain strings of numbers in the address belong to certain internet service providers and that information is included in the data provided by your statistics program.
Of course there are ways to show inaccurate data, for example a spamming company in China might be able to make it look like they are actually located in the United States (referred to as IP spoofing). But for the purposes of marketing to customers, the information you see listed should be mostly accurate.
SEO And Marketing Applications
When you can take the information about where a visitor lives and use it to increase sales, you are taking a big step towards instituting targeted marketing of your website and driving targeted traffic based on the needs of specific demographic groups.
Maybe you sell outdoor gear and you see a traffic trend originating from mountainous areas. This tells you to focus on items these visitors might use and promote them to appropriate locales.
Good SEO techniques include adding keywords and phrases that visitors from foreign countries might use. In the UK, web surfers will use different terminology than their contemporaries in Africa.
If you are running an online advertising campaign with a major search engine, you can localise your advertisements to appeal to a particular geographic base. Say your site sells cookbooks. When someone searching the internet is located in Mexico, you could provide a very targeted banner ad that promotes cookbooks with Mexican cuisine recipes. Your ads are created to appeal to specific searcher’s home IP addresses.
Wondering where to best spend your advertising budget? Consider local business directories and city pages in locations other than your home town if the statistics show this might be advantageous.
Perhaps you run an ecommerce website that you wish to expand globally. Determining where your customers live will help you decide whether you should go to the time and trouble to take various types of foreign currencies in payment.
Learning how to use Geo Targeting is just one more piece of the marketing puzzle that allows you to effectively target those visitors most likely to be converted to customers – and allow you to increase profits from sales.