When a website is designed, it conveys a message or is built with a specific purpose in mind, catering to a certain target audience. Whilst some may target the audience globally, some would vie for the local niche only.
Many of us are aware of the term ‘market segmentation’, which is practiced worldwide by several types of businesses implementing geographical market strategies according to their products and/or services. For instance, a carpenter based in New York would not be keen on serving customers based in London. Similarly, until you have an intended target area for your product, you will not be interested in promoting your website in that particular area. If you are engaged in the car manufacturing industry in the UK, you would not be promoting your website in the US, since the UK is your targeted region. This is where ‘Geo-targeting’ comes into picture, which you apply in your marketing strategy so that you can endorse your products and/or services to your target audience belonging to a specific geographical area. This will also help your online users to personalise their search for products available in their regions only.
Role of Search Engines
Search engines have a critical role to play in this endeavour of geo targeting. If you wish to introduce the concept of geo targeting while hosting your website, search engines can provide you with good results. Search engines give the output, normally based on local city, region or country. Therefore, when you look for budget hotels while in the UK, the results would be inclined towards budget hotels based in the UK only. If you repeat the same search this time from a different locale, you would get the results centred on hotels from the new locale.
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Tags: Hosting
