Geotargeting: Understand the concept and how to do it

Consider a network of restaurants with operations in different regions and countries. It doesn’t make sense to create the company website for all these locations with the same content, does it? Well, that’s exactly the function of the Geotargeting: The resource allows to display content customized to the user based on his geographic position.

“Geotargeting is proving to be a key factor in improving business conversion rates simply because it offers highly relevant information for the visitor,” explains Varun Ramesh, founder of Geolify, a company specializing in this.

Geotargeting allows you to offer personalized content

Ramesh explains that personalized content is important to engage consumers. “The more relevant information is for the user, the greater the likelihood that he will be interested in the content, stay on the site and become a customer,” he emphasizes.

This customization is essential for companies that operate in different locations, like the restaurant mentioned above, and for multinational companies with headquarters in different countries. By applying geotargeting to the company website, you can create specific domains for different locations, with languages ​​and personalized offers.

Example Wikipedia: when entering wikipedia.orgthe website will display content based on your language and location, although you can also choose your preferred viewing method.

It is worth remembering that their own search engines (Google and Bing) have resources to show the user a page that best suits their needs, including localization. To do this, they analyze data on:

• domain
• language restrictions
• Country Restriction
• location of the user
• User’s normalized location (based on their profile)

How to implement geo-targeting

Ramesh explains that the first step in implementing geotargeting is discover the location of the user who visits the web. “Creating location-based content first requires a method to pinpoint the visitor’s location,” he teaches.

“The easiest way is to use the IP dataHe adds, referring to the IP (Internet Protocol) address that collects information about the device, based on public or local area networks, to determine your location.

Now comes the hard part. “Although it seems simple, integrating an IP address into the database to create the content can be a problem expensive processespecially when a specific location has to be determined,” explains the analyst.

The advice is to consult professionals and specialist companies. Those who have experience with the subject tend to take less time to do a better job.