SEL: 10 Tips for Targeting Local Consumers
March 30, 2015 | Contributed by: Wesley Young
Geotargeting is the practice of delivering content to a consumer — via mobile or web — using geographic location information about that individual. At a basic level, a business can restrict its reach to consumers only located in a defined geographic area such as a state or a city. But location often provides much deeper, more meaningful and identifiable traits that tell you what a person wants, needs or is interested in.
Here are 10 practical tips for using geo-location information to reach your target audience. Check out my Search Engine Land column for the details.
- Find a venue where your target audience will have specific wants or needs
- Exclude locations where your target audience will not be
- Define a radius by distance or time around your store or an area of interest
- Adjust your bid on ads to prioritize better locations
- Use location specific keywords for paid search ads
- Predict your audience by geography
- Discover location intent by search history
- Analyze consumer behavior and preference from past locations visited
- Use location-specific landing pages to provide relevant content
- Take advantage of geographic specific events