The Internet is a true global medium for communication and commerce, but it is also a deeply local one. With the local telephone directory quickly becoming a thing of the past, most customers now turn to the Internet when they need to find a plumber to unclog their sink or repair their broken furnace.
If you are a plumber or a heating contractor, you want your name to be the first one those eager customers see when they search for your services on Google or another search engine. That is what geotargeting is all about.
As the name suggests, geotargeting allows business owners to target their website visitors based on where they call home. This highly targeted form of marketing can be extremely effective, far better than casting a wide net and hoping for the best.
Of course, geotargeting does not happen by magic, and you can bet your competitors are trying to find local customers just as much as you are. If you want to win at this game, you need to incorporate geotargeting best practices into your website, blog and other online properties.
Panawe Batanado, senior principal software analyst at Manhattan Associates, believes the best way to incorporate those geotracking best practices is to build them in from the beginning. Whether you are building a brand-new website or redesigning an old one, there are certain geotargeting tools that will make the process easier. Here, Batanado details a few geotargeting tools every web developer should learn to love:
Google Webmaster Tools
You do not have to purchase an expensive software package to take advantage of geotargeting and its many benefits. One of the most powerful geotargeting tools, Google Webmaster, is probably already installed on your desktop or web server. It provides a plethora of information your web developer can use to optimize the site and improve results. Setting up geotargeting is easy, and once it is in place it will be easy to see where your visitors are coming from and monitor their conversion rates based on changes you make.
Bing Webmaster Tools
Never one to be left behind, Microsoft has also created a suite of tools targeted at webmasters and designed to help them improve their results. Whether you prefer Bing or focus solely on Google search results, Bing Webmaster Tools can help you boost your conversion rate and drive more sales. Like Google Webmaster Tools, the Bing version is easy to use and monitor. Once it is set up, you can monitor your web traffic more efficiently, track your conversion rates and build your profits over time.
No matter where your company and your website are located, targeting your offers to reach customers in many different geographical areas have a huge impact on your bottom line. Learning to use the geotracking tools you have available can speed those conversions and help you literally target potential customers where they live.