SEO GEO Targeting & Intelligence
How to Implement a GEO Funnel to a Website
GEO Targeting has become extremely important in SEO since Google has announced that it will weight more value to websites with GEO funnels.
How does SEO GEO Targeting work?
Usually Google knows where your business is located based on the information you provide in your website. Let’s say your company is in Santa Barbara in California, your chances are good that you will rank for keywords surrounding your branch and city if you perform SEO. However, if you want to target further cities and states, there is no easy way to get ranked for these locations as well. For example, if someone searches for your services in another city other than Santa Barbara, it’s most likely that you will be invisible for searches that are conducted elsewhere. Google will always provide search results to users based on their location. Now the question is:
How does Google know where users are located?
It’s not a secret anymore, Google knows exactly where a user is located. Many assume it’s the IP of the user, but they are 100s of different ways for Google nowadays to know where a user is located.
Some examples: Let’s say your smartphone is connected to Google, and you’re not even browsing with it but with your desktop computer or laptop – Google is then still able to determine who and where you are based on your smartphone’s connection. Then chances are high that Google has already made the conclusion that the laptop or desktop computer you’re using belongs to the same user with the GPS smartphone based on your past browsing history.
And even if you shut off all your devices, Google will determine your location based on your search history and behavior. For instance, if you searched for the next coffee shop around your location, or checked the latest events in your hometown, than you have already told Google where you are. Furthermore, when you search at Yelp or revealed your location to at any other website, through Cookies and Google Analytics, Google is still able to understand where you are. You may wonder, how many things you do with your devices actually are somehow location based without you even knowing it. Long story short, it’s became almost not to tell Google where you are – and it doesn’t help much to turn off your GPS, use an anonymous IP or use Google’s incognito mode.
And that’s why users will always be provided with websites and search results based on their locations. This is where your website, if it doesn’t have a GEO funnel included, won’t show on every other place. You might see your website on top of your search, but fact is: other user’s in other locations just won’t.
When did GEO Targeting in SEO become important?
GEO Targeting was always a part of Google’s ecosystem. But it was not as important until September 2016 with the Google Update called “Possum”, when Google announced that GEO Targeting will be one of their most important algorithm updates. Since then a huge variety of Google Guidelines has been published and SEOs had to get acquainted with the new requirements in order to rank websites for other locations. Early SEO adopter started implementing GEO funnels to websites seeing tremendous increase in traffic. AS with every new technology, they are winners and losers: winners who adapted to the new algorithm and became experts in implementing GEO funnels for their clients. Losers who failed to keep up with the changes and still have no clue how a GEO targeting in SEO works.
How to GEO-target in SEO?
The basic principles of SEO GEO Funneling is to create a GEO Landing Page Strategy that is not only interlinked but also include so-called location-based widgets. Google made clear in the past that it will only rank websites in certain locations, when webmasters follow the rules Google laid out for GEO Targeting with Organic SEO.
The requirements for GEO landing pages are not all documented by Google, a lot of help and knowledge can be gathered by popular SEO sources. Also experimenting in the past with the Google algorithm by using specific gadgets and widgets based on what Google likes is very helpful – however the risk to be ranked down as a spammer is high if the SEO doesn’t know what he/she is doing.
Among many features, it usually works with a GEO-coded-database that has to be a part of the website including distances between cities and Latitude/Longitude information for each city the company wants to target. Besides that, Google doesn’t want webmasters to create shiftless Landing Pages with the required GEO data and widgets, but also to provide relevant content to the user. On that note, the technical specifications alone are not sufficient, but a thorough GEO content strategy has to be developed.
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