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Location, Location, Location – Geo-marketing & Why it Matters

Location, location, location. It’s perhaps one of the most commonly recited marketing tenets. Traditionally, the phrase has been taken to mean that your business must be in the correct location, geographically, to be successful.

As the world changes and as new technology emerges, the phrase seems to have taken on new meaning. Whether you have a retail location or not, you need to pay attention to the location of the consumer, and tailor your marketing message accordingly. This infographic briefly explores geo-marketing, why it matters, and how it can be used to grow your business. Special thanks to @emarketer, @visionwiz, @BFMweb, @mint_social, @streetfightmag, and @iab.

Click on the graphic below for an enlarged view.

Geo-marketing & Why it Matters

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Facts and Stats to Tweet:

  • 63% of smartphone users frequently use apps that require them to give their location (2010). »tweet«
  • Local online advertising expected to grow 255% to $35b by 2014 (U.S.) »tweet«
  • 90% of U.S. marketing agencies had clients requesting geographically targeted online ad campaigns (2011). »tweet«
  • 65% of companies are focusing on geographical context for their mobile marketing tactics (2011). »tweet«
  • 50% of the visitors to Google Maps only do business with the top 3 results. »tweet«
  • 60% of advertising professionals say that geo-targeted ads deliver a stronger ROI than other buys (2011). »tweet«
  • A test conducted by one company suggested that hyper-local CTR was 30% higher than CTR for traditional search engine marketing (SEM). »tweet«
  1. Good article. From an SEO prescriptive would serving different languages to different countries be considered “cloaking”?

    • Hi Chris:

      From my perspective, serving different pages based on the user’s country of origin isn’t cloaking. The purpose of serving different languages is to improve overall user experience – not to improve your position in SERPs.

      • Hi Jason & Stephen,

        When I wrote my comment, I had just skimmed an article at SEW “Cloaking: A Guide From Google” w/o watching the video in question, the article highlighted quotes from the video like “There is no such thing as white hat cloaking” and “the page the user sees is same page the googlebot sees”. I probably should have watched the video and read more carefully before commenting on the issue. :)

        Interestingly though the video mentions Googlebot only crawls from a US IP. So, could that mean that your French, German, etc…version of your site isn’t ranking as well as it should in or, if you base language served off IP address.

  2. Stephen Hamilton Nov 04, 2011 at 1:20 pm

    Chris – the practice of showing pages in different languages based on location or language preferences in the browser was specifically raised in a recent Webmasters video by Matt Cutts. You can find it on YouTube by searching “cloaking Matt Cutts”. It is less than a month old.

    Basically Matt said this practice is fine as it is useful for users. The thing you want to avoid is specifically serving different content to the googlebot, based on its agent settings or it’s IP address. But check out the video for yourself.


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