The cornerstone of the SoLoMo trend (social, local, mobile), geolocation and geo-targeting are at the heart of the concerns of Internet professionals.
We propose to you today to give an overview of the geo-targeting and to define in what it can represent an interesting key to develop your business and your notoriety in a targeted way. At a time when niche sites are on the rise, it is essential to master the local webmarketing.
What is geo-targeting?
Geolocalization is a process that allows (often using a GPS) to position a person (or object) on a map using geographic coordinates. A method for determining the geolocation of a website visitor in order to offer a variable content adapted to its origin. The difference can be made on the country, the region, but also the postal code or the IP address.
As you can see, geo-targeting makes sense especially when it comes to advertising on the internet (remember, for example, google advertisements that match perfectly with the holiday spots you were looking for a few days ago on this same engine). Other uses may be realized, such as protection of rights, for example.
You can always try to watch your favorite shows in replay from abroad but everything leads you to believe that you will have a lot of trouble without proxy. Why ? Simply because when arriving at the site of viewing in replay you be geo-targeted abroad.
The value of a local presence
As you can see, geo-targeting represents an incredible potential from a business point of view. Think about the success of social gaming games such as Foursquare or the incredible success of Google Maps.
Users love to know what to do, buy around them. If you have a local activity, do not hesitate to work your SEO in this direction. Use and abuse small subtleties that will allow you to be referenced locally, especially Adwords.
What you can test
Change your language according to your visitors: see if you can improve your bounce rate and conversions. Sometimes markets that might have been thought unsuspected may turn out.
Do the same with the currencies if you have a merchant site: you would be surprised at the number of customers who prefer to buy in their currencies rather than in dollars.
Make local offers: if you have physical sales points, take advantage of them to make special offers on points that are late in terms of turnover.
Compare: you have the ability to test keywords in different places, on different physical locations as well. Take advantage of it to refine your market knowledge and improve your visibility.