Local Marketing

Internet Marketing, Local Marketing, Online Marketing, Small Business SEO — By on October 24, 2010 10:12 pm

Geotargeting sounds like a complicated internet term but it’s really quite simple. In a sense it goes back to the days of local, traditional marketing before the internet.

Geotargeting simply means that a business owner targets the area or areas that their business advertisements online go. By the use of an IP or internet protocol (a unique address that every computer connected to the internet is assigned) online searches are able to customize the search to the specific area of where a person is searching. This is helpful to both the consumer and the business for different reasons.

For the consumer in Washington D.C. who is searching for a restaurant offering vegetarian cuisine to take their out of town visitors to one night it isn’t helpful (and can even become frustrating) to get a list of vegetarian restaurants in London. This way with geotargeted marketing the consumer gets a list of places that is in close proximity to his or her location.

Zoom In on Potential Clients with Geotargeting

It makes sense for the business person advertising using online search communities such as Google, Yahoo, SuperPages, CitySearch, and more too. The business can select which areas or localities they want their business to appear in search results. For instance, a business in Philadelphia can choose to appear in only city limit searches, or they can choose all or a part of the suburbs, as well as the tri-state area.

This allows business to really target their potential customers and get the most money for their advertising dollar. So rather than spending to have your San Francisco pet walking business show up for a person searching in Hong Kong you can target exactly where it will be shown.

Geotargeting gives business more control on who they market to and how much they spend. Not a bad idea considering today’s market is taking a particularly hard hit on small businesses.

Stay on Budget with Geotargeting

Most companies like Yahoo, Google, and the like charge only PPC (pay per click) for these searches. Pay per click means that the business only pays when their link is actually clicked on by the viewer.

When you set up an account on any of the big player search engines they’ll ask you to define the geographical location that you want your business to be shown. Depending on your unique type of business will determine where you want these perimeters to be set.

Although geotargeting isn’t new, it’s recently becoming fine tuned and many more are catching on to the benefits of focusing on smaller areas to advertise than huge, vast regions to advertise their businesses.



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