Geotargeting: 20 Best Practices for Local SEO Campaigns

Geotargeting is about delivering productive results to an Internet user based on their location. This system is a necessity for business owners who have websites that cater to different localities nationwide or even worldwide. Search engines such as Google use location as another factor in determining the results of web searches.

What Is Geotargeting?

Search engines use geotargeting as a process in optimizing your website so that specific details and content are produced based on the location of the user. Users who access your website are not only based in one location. You may not know it, but your users are located globally, and geotargeting is a strategic way of converting these global users into clients.

Many users now access the Internet on their mobile phones, and mobility is the name of the game when it comes to geotargeting. Content depends on their location, and even results from web searches will be based on the location of the user. IP addresses are used by web search engine servers to locate the user and then match specific content based on this location.

This technique is also being harnessed by ad agencies.

How Does Geotargeting Work?

Search engines use three main signals in determining the location of the website, namely its:

  1. Domain
  2. Hosting location
  3. Language

As a website owner, you can use your own subdomain, country code top-level domain, general top-level domain, subdirectory, or any domain to improve your publicity SEO ranking.

Tips for Using Geotargeting

  1. In order to boost your performance in your own country, you can use backlinks to country code top-level domains. Using links to local content shows your website is specific to that place. In turn, this will trigger search engine results specific to that locality.
  2. Relevant backlinks should also be established, since this will enhance the legitimacy and quality of your website. You would not want to backlink to parenting blogs if you are in the business of selling running shoes, would you?
  3. If you have country-specific domain name extensions and a local server IP, use these to your advantage since search engines use server locations in ranking their search results.
  4. You should take into consideration whether your server’s IP address has been flagged for spam, since this will also affect the ranking of your website. Adjusting this and taking into consideration the loading speed of your website will help you maintain the ranking that you want for your website.
  5. Your contact information in the Contact Us page section of your website is also important. You can use appropriate contact information such as matching it with Whois website information so that clients will not be suspicious with you as a business owner.
  6. You can also use exact-match domains or use keywords for your domain names so that relevant search results matching the keywords in your domain names will have positive results for your website.
  7. Try to adjust the site map and site architecture of your website by allowing search engines to index your pages thoroughly, thereby improving the relationship of your website for search engines such as Google and increasing your rank in the search results.
  8. Create YouTube content specific to your region, since the search results for videos increased significantly after the Google Panda Update.
  9. Setting up HTTPS as a means of securing your local customers will be advantageous to your business. It adds an assurance that your website is legitimate and you do not want to gather personal information as well as credit card information unscrupulously for your security reasons. SSL certificates and HTTPS are used by Google for ranking purposes.
  10. The Terms of Use and Privacy Pages must conform to local laws relative to your business. If possible, you need to have a translation of this section in local languages since Google assesses the trustworthiness of your website via these pages.
  11. Your products and services must match the right cities where you want it to be promoted for successful conversion.
  12. Use specific zip codes for the areas you want your products and services to be known for. You can use radius targeting in order to reach more visitors that will become your clients.
  13. Make sure that the keywords that you use for geotargeting match the location of your business. You can create a list of keywords such as “wedding planner in New York” or “wedding business in New York,” since most people have a tendency to search for products or services near their location. You can also use regional terms if your business is able to cater in a specific region. Most people search keywords using regional terms because this is highly reliable in producing specific search results.
  14. Make sure that you are geotargeting the correct city and correct neighborhood, since customers do not want to waste time in going to your business location if you are just using cities or neighborhoods just for the sake of increasing your search ranks.
  15. Make sure that you also consider the social and economic status of your clients when you are geotargeting. For example, high-end equipment will certainly be purchase by those living in affluent locations.
  16. You can also use zip codes in geotargeting keywords because the results will have a lower cost-per-click and a higher search volume. Make sure that you add them to your location settings in the keywords that you will be using.
  17. Use the power of Google Analytics when you are geotargeting. This will show you how your customers think. As a business owner, you need to think like your clients and understand how they behave. This is where Google Analytics can be very helpful, such as being able to identify the cities that are bringing you a high amount of visitors and search volume.
  18. You should write ads that are specific to your location. This will increase your overall metrics in search engines. You can also create a landing page for a specific city to maximize your business’s geotargeting efficiency.
  19. If you own several branches of your business and they are strategically located in different cities, you should create different campaigns for each different city. This is another way of making geotargeting effective for your business, since a business campaign in New York may be different from the one you do in Texas. You might have an extensive line of service in the latter city which cannot be found in the former city.
  20. In geotargeting, as a business owner, you should always enable your extensions and Google Places. This is a valuable benefit for your SEO ranking, which you can do for free in a short amount of time.

Geotargeting is really valuable in increasing the Return on Investment for your business since this strategically attracts the right customers specific to your location. These are the best practices that can be done in order to have an accurate result specific to the location of the user.

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Guest Blogging – One of the Best Ways to Get Powerful Backlinks

As a blogger or business owner with a blog, getting exposure to online audiences is one of your top goals.

What can you do to ensure that you are being seen online?

My recent guest, Mark Samms of Ninja Outreach, points to guest posting as one of the best ways to get in front of more people.

Guest posting is also one of the top ways to obtain something we all want: those valuable backlinks.

What You Need to Know About Google, Guest Posts, and Backlinks

During our conversation, Mark said that guest blogging will help you get exposure to other people’s audiences and point them back to your website.

How does this mesh with what some people have been saying lately about SEO, guest posting – that it is, in essence, dead?

Mark pointed out that it’s important to recognize that piecing together a 500-word article and just trying to get as many links in that article as possible going out to different sites is not what he means.

A guest post that will offer you the exposure you need, as well as backlinks, is one that has a lot of reference points and citations. It is one that offers a lot of value to the reader.

Google actually picks up on the difference between these two types of blogs. The first, it won’t rank very well. The second – the blog that Mark terms “excellent” – will be recognized by Google as quality work and will rank higher.

Google algorithms look at references, citations, engagement, and how long a person stays on the page they’re reading. Based on this information, Google will determine which piece of content is quality and which is not.

It’s perfectly alright to link to some content on your website – like a service or informational page, or another blog post you’ve written. Just be sure to limit these types of links. Google will not look kindly on your post if you don’t include some high authority links.

And this is where backlinks come in.

When you put high quality content online, readers will start to view you as an authority. Other writers will link to your article in their content.

They’ll do this for a couple of reasons.

First, they do this because they want to offer their readers the very best. They want to be a source of valuable information and look for sources that provide the same level of value.

Second, they feel that linking to a high quality source like you will actually make their blog seem more credible, and rank higher in Google searches, too.

Guest Posting – One of the Best Ways to Be Seen Online

The great thing about guest posting is that it puts your excellent content in front of readers you might not have otherwise been able to attract.

And when you write high quality SEO Specialist content, you’ll find that more people will start linking to your blogs. This is yet another way to boost your online rankings and be seen by more and more people.

If you haven’t tried it yet, you should definitely make it a part of your 2018 business plan.

Would you like to learn more about how to get better backlinks through guest blogging? Follow Mark on Facebook, or read the Ninja Outreach blogs for helpful tips.

 

How Can Good SEO Help Potential Customers Find Your Startup?

SEO might not be fast or easy, but it’s still necessary in today’s business world. And if you’re just starting your business, it’s definitely worth your time.

It will allow you to generate new leads, attract new customers and ultimately, increase sales by boosting your visibility in search engines. But let’s start from the beginning.

What exactly is SEO?

In short, SEO stands for Search Engine Optimization and many people consider it the main digital tactic companies use to attract new customers online.

The first thing you need to know about SEO is that it isn’t a short-term tactic. It’s better described as a “collection of tactics” that you can use to improve your presence on the Internet.

Search engines – we’ll mostly be taking about Google, since it holds more than 90% of search market share – rank sites based on their relevance and quality.

You can use SEO to improve your rankings by optimizing your site and using certain tactics that Google deems useful for users. Now let’s take a look at how SEO can help small businesses attract new audiences.

SEO for small-to-mid-size businesses

If you opt for SEO, your main goal should be to use a number of different tactics to improve your rankings. Search engine visibility is crucial for your success, since most customers research their purchases on the Internet before they make a decision.

As we said, SEO is a collection of strategies and techniques that work together as a part of your overall marketing strategy. Its main aim is to improve your position in organic search results – not paid results, that’s a completely different thing – and some of the most important SEO strategies include:

  • UX and site architecture
  • Content creating and marketing
  • Social media marketing
  • Analytics and keyword research
  • Link building and outreach

Before we start talking about these tactics in more detail, let’s see why this is so important for your business and what results you can expect from a successful SEO strategy.

Why is SEO important for your site?

In this day and age, a small business lives and dies by its marketing efforts and as we established before, SEO is an important part of online marketing efforts.

Look at it like this, if a potential customer can’t find your site on Google, you practically don’t exist to that customer. And if you think SEO is only important at the moment, you’re terribly wrong.

The practice has been around for more than two decades at this point and according to Market Dive research, more than 80% of marketers see SEO as becoming even more effective in the future.

How to create a successful SEO strategy

The main goal of any SEO strategy is to generate more leads and increase your customer base in the process, not just increase your rank in Google. If you want to do things properly, it would be smart to hire an SEO consultant company. Preferably a reputable one, like this New York based SEO company.

If not, you can actually try do everything on your own. However, you have to be prepared for a ton of work and mistakes along the way.

  • On-site SEO tactics:  Every piece of content on your website, from blog posts to images, needs to be properly optimized for Google, or any other search engine you plan on focusing on.
  • Off-site SEO tactics: Link building is one of the main aspects of off-page SEO and it includes reaching out to various sites and influencers who might find your site and content useful.
  • Mobile-friendliness: A vast majority of people today browse the Internet on their mobile devices. That’s why you need to optimize your site for mobile and make sure that everything works perfectly on all devices.  

Of course, tracking your SEO campaigns is always time-consuming and at times, it can be quite stressful. So, if you want to track the performance of your SEO activities, you should try using a professional digital marketing dashboard that will give you a view of how all your marketing activities are performing.

Conclusion

In the end, you’re probably wondering how much all of this will cost you. This is a tricky question, because the line between digital marketing and SEO is pretty thin. Some companies out there are even combing their marketing budgets with their SEO budgets.

In order to determine how much you should spend on search engine optimization, here are a couple of questions you should ask yourself:

  • How much do you expect to make this year?
  • What’s your chosen industry?
  • How many competitors do you really have?

If you’re able to set aside around five percent of your overall revenue for long-term SEO efforts, you’ll definitely be able to see an increase in sales during the first year of your business venture.

How HR Tech Companies Should Build Their Sales Funnels To Create More Customers

How HR Tech Companies Should Build Their Sales Funnels To Create More Customers

How HR Tech Companies Should Build Their Sales Funnels To Create More Customers

When it comes to growing your HR Tech company, there are a million things that will come up as ideas and plans and “must-dos” in order to get more customers.

But it really comes down to this…

Building a systematic process that you can rely on that will turn strangers into happy, loyal, paying customers.

This is not easy, but as long as you know your customers and your product, it doesn’t have to be complicated. And the more “noise” that gets added to the conversation, the further you are going to get from creating your path to success.

Your company might be able to gain some initial traction from your existing networks and connections, and leveraging some sporadic word-of-mouth, or maybe the novelty of being new to the market, but that will only get you so far.

That’s where your system comes into play.

3 Stages Of Focus To Get You Customers

The 3 main questions to focus on for the highest impact are simple:

  1. How are we getting the attention of our target audience?
  2. How are we turning that audience into permission-based leads? (meaning they have signed up and self-qualified as an ideal customer and given you permission to build a relationship with them)
  3. How are we educating and motivating people to be excited to buy from us?

After those 3 things are accomplished, then you can build on top of them to grow at scale. But until you have these steps down and working profitably, you’ll be suffering from the dreadful sickness of Random Acts of Marketing. This leads to wasted time and money.

Not to fear! There is a simple cure…

A cure that will send out your dollars and efforts to bring back more of their friends. This cure is a systematic approach to launch, test, and improve your customer acquisition.

1. Getting Attention & Awareness

In this “top of the funnel” stage, you want to put yourself where your customers are hanging out and consuming information so that they start to find you and pay attention to what you have to say.

Online, this commonly takes place by publishing articles on your blog and then sharing them on social media using hashtags that are common for your industry. Then going out and connecting with your ideal customers on their preferred social media channels and striking up conversations with them with the main focus being to open a relationship and provide them value upfront.

As a byproduct, when you integrate SEO (Search Engine Optimization) into those blog posts, they’ll also help you start ranking on Google when people are searching common terms related to your products and services.

And with social media being the plumbing of today’s word of mouth, your blog content will help to fuel the sharing of people talking about you.

Get active in the online communities where your target customers are hanging out. Join in on the conversations and start adding value by listening and helping address the problems that they are having.

This activity will lead to visibility which will lead to opportunity.

2. Generating Permission-Based Leads

Now that you have their attention and your ideal customers are on your website (reading your blog posts), it’s time to move them along their customer journey and convert them from a visitor into a Lead.

This doesn’t necessarily mean that they are going to buy your brilliant product today, but it means they are a qualified candidate for becoming a great customer and successfully using your product.

Did you know that only 3% of a market is active buyers at any given time?

That means you need to focus on building those relationships with the other 97% so that when they become part of the 3% active buyers, you are there and ready and have already earned their trust and demonstrate your credibility.

This is how marketing is meant to be and how to make the sales process seamless.

3. Converting Leads Into Sales

You have driven awareness of your brand in your target market.

You’ve earned their attention.

You’ve gotten their permission to continuously provide them value before they become an active buyer.

Here is where you butter your bread.

With your follow up.

Once you have someone on your email list, it’s time to educate and motivate them, patiently and systematically, to meet with you when they are ready.

Send them messages regularly (at least once a week) that will add value to their life. Maybe that’s a quick email with a link to an article they’d find interesting, maybe it’s a new utility that will make their lives more convenient practically.

By sending out these emails, you are building a relationship with them so they Know, Like, and Trust you. The keys to making sales easy.

You’re also being persistent in a friendly way, so that when the time comes for them to move to their active buying stage, you are there with an easy way for them to get started.

Do You Have A System For Creating Customers?

By now, you should see the value in implementing a system for creating customers. Another byproduct that we didn’t touch on, but is very valuable, is that when you have a system, you can TEST what’s working and what’s not.

The elements in your system may not always be home runs. Most likely, very few will be. And it’s important to know this is not a one and done attempt. The system is reliable. The elements are what you need to test and improve.

Most social media ads fail on their first run, but that collects data for you to make the next campaign work. Maybe the original kind of blog posts you’re writing aren’t getting the attention of your audience. The offer you are making on your website might not convert a visitor into a Lead because it’s not intriguing or valuable enough from their perspective. Your email offers might not be irrefutable enough to motivate active buyers.

But when you have a system in place, you can see where there is a drop off and make improvements.

The system is the track to get your car on the road. Once you start driving, it’s easy to course correct.

But you can’t steer a parked car.

So take the time to focus on your 3 simple questions and put a system in place so that you can start testing and improving your customer acquisition and growing your HR Tech company more reliably and more profitably.


If you want to share this article the reference to Todd Giannattasio and The HR Tech Weekly® is obligatory.