Digital marketing has grown to the point where it has wholly overshadowed traditional marketing. So, if you want your company to thrive, it’s all about gaining popularity in the online space.
Naturally, you would want to use the most popular search engines for the task. Google, in particular, is the search engine everyone uses. It’s challenging for any company to thrive without using Google as its primary search engine. You won’t have an adequate outlet with digital marketing without Google. Compared to other search engines, it’s the most effective.
The exciting thing about search engine optimization (SEO) and digital marketing is its evolution. It’s grown to the point where companies can target online users depending on their location. Such a tactic is known as geo-targeting.
What is geo-targeting?
Also known as geo-targeted advertising, it’s a means of advertising specific locations. With the right tools, companies can provide more culturally relevant advertising. As a result, you can reach the right people without too much effort.
Thanks to search engines such as Google, geo-targeting works well. For example, an establishment attracting locals within a specific distance has options. The establishment can use specific apps to target those within a certain boundary. It’s a form of location-based marketing.
Where Google fits into the mix
Being the most popular search engine on the planet, Google can help increase the efficacy of geo-targeted websites. However, it’s not straightforward to figure out why. Google’s inner workings can indeed be challenging to figure out for most businesses. Fortunately, some information is freely available.
It’s about how Google uses URL subdirectories to target multiple locations. Websites can do this while still keeping the same domain. After all, Google has local search functions. So, it can figure out if websites are targeted at specific countries.
A question was posed concerning Google’s geo-targeting ability. It was answered during a live stream.
You’ll find the answer below.
It’s all about learning patterns and making the right choices. Search engines use patterns to perform tasks. In essence, the Google search algorithm figures out which websites are targeted for which country. The design is based on their subdomain or subdirectory. If the subdirectory has the country listed higher than the rest (.com/UK or .com/Canada), it can help Google stay optimal.
Such a thing is crucial because a company won’t always be offering products and services to the same place. For example, some companies ship products and services to other countries. They might also have establishments set in different locations.
The primary site can use subdirectories and other tactics to keep things efficient. It can help Google determine the country based on specific factors.
Alternatives to subdirectories
Google uses patterns in subdirectories to figure out which sites are geo-targeted. However, it doesn’t mean that it’s the only way. For example, the Search Console or hreflang tools can geo-target content. It makes things easier to push for local or international SEO. There isn’t much to worry about with subdirectories.
Google didn’t grow to become the most popular search engine through recklessness. It doesn’t put all of its eggs in a single basket. Instead, it makes sure to have as many opportunities as possible. As a result, companies can successfully market their websites to the ideal audience.
Should I make changes if I use Search Console or hreflang?
Making changes to cover all your bases is a good tactic. However, all the extra work for little payoff might not be ideal. Also, covering your bases can depend on context.
It’s crucial to make things as straightforward as possible to your target demographic. It’s especially vital if you serve different locations. It’s a good idea to be as clear as possible with subdirectories. You can make things easier for both Google and your company.
You can make changes so long as it’s not too complex a system. If you end up wasting too much time, it might not be a good idea.
General SEO tips
It’s crucial to learn a few tips to help your company thrive. A great example would be the use of articles and blogs to get the job done. Using articles and blogs as web content might seem a little cliche.
However, it would be wise not to underestimate how effective it can be.
People have all forms of media they can enjoy. Fortunately, a single quality article can help encourage online users to buy products. It’s one of the best ways to increase your conversion rate. At the same time, it allows you to keep risks low. You can also write the article the way you want. It will enable you to market your products to the right people at the right time.
Keeping the article culturally relevant can sway online users to give your business a chance. It can also convince them to leave positive reviews. You’ll need feedback to keep going in today’s industry.
It’s not just about using subdirectories to help Google figure out where it’s most significant. You have to make full use of local SEO tactics to succeed in the industry.