The most important facts in brief:
- Geotargeting uses location data to personalize content
- Improves user experience through more relevant information
- Areas of application: Marketing, advertising, content, SEO
- Targeting is carried out using various techniques
- Adaptation to user location possible in real time
Definition:
With the help of geo-targeting technologies, users are shown web content specifically tailored to their location.
Geotargeting is widely used today
Geotargeting is not only used in online marketing, but also in many other areas. From market research and location-based services in smartphone apps to physical locations such as petrol stations and restaurants, geolocation has become an important factor.
Localization, which is carried out using IP addresses and GPS data, among other things, enables the precise classification of the user in a geographical region, which is important for the targeted placement of advertising and advertisements by companies. Geo-targeting is also used for content personalization on social media platforms and in online stores and has a significant influence on target group orientation. The data enables the targeted display of content relevant to the user’s location. This can significantly increase the conversion rate.
Geotargeting not only allows advertisers to adapt the ads on their website, but also to optimize videos and articles for search engine crawlers. It is therefore an essential method of localization and personalization that goes beyond simple targeting of the target group and has already proven its worth many times over.
Geotargeting methods: Geotargeting is possible in different ways
The world of geotargeting is diverse and includes a range of methods to identify the language and location of users and display targeted advertising. Whether in online marketing, in the optimization of Google AdWords campaigns or within smartphone apps: companies use geotargeting to effectively tailor their services to users in specific regions or language areas.
The aim of geo-targeting is to correctly determine the user’s location. This can be done using different geodata. We will now explain what these are and how the respective technology works using specific examples.
Simple geotargeting by entering the user
One of the simplest methods in geotargeting is the direct input of the location by the user. This was one of the first methods used to tailor website content specifically to Internet users or their location.
Even today, there are still numerous websites where visitors can manually enter their address or region in order to receive localized content or be offered targeted services. This approach is particularly interesting for providers as it is based on explicit information provided by the (potential) customer and is therefore highly relevant. In addition, site operators are not reliant on IP addresses or GPS data, which are usually provided by paid providers.
However, this form of geo-tagging has a significant disadvantage: experience shows that many internet users do not enter their location. Those who do willingly provide information are primarily users who have already become aware of the relevant offers anyway.
Geotargeting using IP addresses
Geotargeting via IP address is an established method in online marketing that allows companies to provide users with customized content based on their geographical origin. Although a user’s IP address does not allow an exact location to be determined, it does provide information on the approximate location. This form of localization is sufficient for providing the correct language versions and for localizing services in most cases.
The IP address can be used to target online marketing to users from specific areas, which in turn increases the conversion rate.
Target group targeting via GPS
Geotargeting via GPS is considered one of the most precise methods for realizing geographically specific targeting. With geo-targeting via GPS, precise geo-data is used to determine the exact location. This is possible to within a few meters. This technology is particularly important for campaigns that focus on mobile users. Highly accurate localization allows advertisers to adapt the content of their campaigns to the user’s current location in real time.
Among other things, this makes it easier to target specific places, increases the relevance of content and makes it possible to specifically address those Internet users who are located in places with specific characteristics. For example, this type of geolocation would make it possible to show people in the vicinity of an amusement park advertising videos from another amusement park or to advertise swimwear to visitors to a swimming pool.
Targeting via mobile phone masts
The location of mobile device users can be determined by the so-called radio cells. Depending on which mobile phone masts the phone is dialed into the cell phone provider’s network via, it can be assigned to the corresponding area. This method is particularly effective in urban areas and regions with a high density of masts.
Cell tower targeting is an alternative to GPS data and the IP address when geo-data is needed for content optimization within limited areas. It is a valuable tool when a company’s targeting strategies need to be adapted and optimized without relying on traditional databases.
Not every user can be clearly localized using geo-targeting
Although geotargeting is an efficient method for location-based personalization of web content, there are cases where users cannot be clearly localized. Some users prefer anonymity and therefore choose proxy servers or VPN services that conceal their true geographic location. In addition, the geo-databases on which geo-targeting is based are not always complete and up-to-date, which can lead to inaccuracies. Webmasters and marketing experts must be aware that data protection plays a major role for many users and that these users may therefore not be available for geo-targeting.
Even if a user can be clearly localized, in countries with several common languages it must also be taken into account that different users may want the website in question to be displayed in a different language. In this case, it is advisable to integrate a clearly visible button for changing languages into the website.
Geotargeting using international SEO
Search engines prefer to display the version of websites that are accessed by a particularly large number of users. For surfers from smaller countries in particular, however, this can mean that they are shown the website version of another country when they search. This can be avoided with a combination of search engine optimization and geo-targeting:
Probably the most important example of such an approach is the “hreflang” attribute. This enables website operators to store information on the language versions of their website for search engines. With this reference, search engines can search for the website versions that match the user’s country.
Local SEO optimizes content specifically for certain regions
Local SEO is a specialized form of search engine optimization in which page content is optimized for a targeted audience in a clearly localized area, such as a specific city. For example, local customers who use a proxy server or a VPN can also be targeted. Optimization with local keywords can also be useful if there are a large number of competitors. The role of local SEO is particularly important for companies, services or stores that want to target a local customer base.
For example, the name of the city for which the page is to be optimized can be specifically entered as a keyword in the content. In addition, entries in local online directories and the optimization of the Google My Business page are important.
