To clients I keep mentioning just how important Geo-targeting is. Even if a website is Global it is of course possible to attract large volumes of local traffic. I’m not just talking about the technical aspects here such as IP address, Hosting but more from the aspects of content. Imagine a website finely tuned to target specific locations and languages with the ability to display content highly specific to geographic locations.
Advertising technology is now region specific right down to post code, so a bit of research into this can go a long way. Sometimes the traffic volumes are right on the client’s doorstep and they don’t even realise it.
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I have never seen a large enterprise site or a small SMB site for that matter that couldn’t benefit tremendously from local content targeting.
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On an SEO front – I am currently struggling with this – trying to get a clients website coming up “more” within UK searches, as it looks Australian it seems to be challenging making it rank well in a google.co.uk search, thinking the client needs to buy a .co.uk …
I know its not, but would it risk Google consider ip based solutions ‘doorway’ pages? is there any way to encourage Google to see it as being a UK website as well as an Australian …
p.s. as a man who lives formerly lived in Bedford, happy to support Bletchley Park – my wife used to regularly take the train to Bletchley….
p.p.s – as a man who has a 7 day old daughter, I was disapointed to find out her “name” was already bought, though I think it will be a few years before she will be putting up some interesting content, and I sure as anything won’t be until she lets me have a decent nights sleep!!!
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…yes Gerry, your client really would benefit from a .co.uk domain if they have a UK focus.
98% of advertisers have at least a national geographic focus. Customers waste millions of dollars by going too large in their PPC campaigns. Getting down to the store level campaign for brick and mortars, and the valid shipping ranges for online sites, can drastically improve ROI.