I was speaking to friend about his website marketing and in particular
what he is doing to attract new business when I was surprised to hear that he
is not doing anything to develop an ongoing SEO platform. When I asked why he
had not been using search engine optimization to gain a natural foothold in the
searchable web directories I was told that he had looked into it, but in the
past no one had been able to help him narrow the field of competition from a
national search inquiry to a local one. Naturally, I was concerned that this
man's law practice is suffering because he has no idea how to generate business
from the web. So I introduced him to the very specific keyword searches that
narrow down the region, the city(s) and even the neighborhoods that he wants to
reach through the most effective and inexpensive marketing media strategy available.
Referred to as Geo
Targeting the search engines can be allocated to return results to a
browser that are intended for a specific audience. Through keyword selection
that identifies the city and even the zip code that a business is located in it
is possible to build organic results that will lead local consumers to the door
of a very specialized individual and their business. Because my friend
practices law he is only interested in meeting with clients that he can
represent within the same state, county and cities that are close to his
office. Concerned about his license to practice this individual has put off
establishing any real Internet marketing plan because he was unaware that the
search parameters can be set to target the neighborhoods and zip codes that he
is interested in serving.
Going beyond the natural results of the search engines that
are determined by optimization efforts, Pay-Per-Click (PPC) advertising in the
search engines or the ads that appear on social media sites can be highly
effective in geo targeting the ideal
customer or client. Because unique IP addresses contain a set of numbers that
are used to identify a city or even a neighborhood it is possible to set up
paid advertising that responds only to the homes and businesses whose Internet
connected IP address corresponds to the results of a web search that is
targeted by the keywords a person browsing the web is looking for.
The combination of very specific keywords and the selected
geo target of an exact location have made online marketing much easier for
business owners to use. On a modest budget PPC advertising can produce results
for a business that is only paying for the clicks that move a person from the
search engine to their website. If the keywords target the business products and
services within an identified community only the people with corresponding demographic
data will see the PPC ads in the returned search results, thereby eliminating
anyone browsing outside of the target audience.
Organic searches can also provide the information that
delivers local customers to businesses that are using geographic terms to set
up their keyword phrases and meta tag descriptions on their website. By coding a
URL with the <meta name="keywords"
content="sample city keyword"> and <meta
name="description" content="sample city or state content
description"> companies that are using a local marketing media strategy can attract
people that are in the same location as their business' physical presence without
generalizing their online marketing for the entire Internet.
Working with geo
targeted keywords, IP addresses and zip codes for paid ad placement or
organic search results is an ideal way to reach a specific audience and attract
consumers living or working in a small area that is limited to city, county or
state boundaries.
For help setting up keyword specific geo targeted marketing email
me: info@MarketingMediaStrategy.com
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