A Geographical Approach to Search Marketing

February 22, 2011 - ContentTransfer

Geographic Search Marketing

Geographical Search Marketing accurately delivers regionally targeted marketing messages to a specific niche based on location.

Hence the Geographic location has become an essential targeting variable for any campaign, across efforts as diverse as dynamic site content, search, social media, and, of course, mobile, including apps. The search aspect of this refers to local search marketing and is becoming increasingly important in the search marketing field.

Geographic Targeting in Social, Mobile, and Applications

But the real happening place for local search marketing is clearly in mobile and mobile applications; in particular, the social media applications. The hand-held market has grown expansively in the last year, and now many people browse the search engines through mapping software such as Google Maps and other such applications.

As Google emphasized this week in its Google Buzz announcement, location is an immediate and important relevance enhancer. Also, for search engine optimisation purposes, a long-tail phrase which includes the location of the business is easier to place within the search engines.

The use of location-based data remains a point of debate, and just last week Apple posted a warning in its developer forums that if they use location-based data primarily for targeting ads the app will be rejected. Likewise, the tremendous increase in smart phone adoption in the U.S. raises both opportunities and challenges. Not only are more people using smart phones, but the devices now cover more of their needs and their day with a multitude of rich, engaging applications – many GPS driven. This increase in GPS enabled phones will have an impact on local search marketing and local advertising, as many small to medium size firms will that as a route to market. This may lead to more traditional methods of marketing being abandoned in favour of local and regional search marketing.

The largest consumer advertisers have recognised the mobile shift in consumer patterns and have followed suit with extensive and growing use of social media and mobile campaign elements. Small to mid size businesses are now taking advantage of affordable, on-strategy localised marketing opportunities they didn’t have in the past.

It remains to be seen how marketers can leverage the wealth of geographic data available now and growing. The path is clear in search and media where geography is one more variable to help fine-tune a targeting strategy. Location-specific marketing strategies are no doubt going to be the future for search marketing and eventually local search marketing. Geographical search marketing will, in the future, have an increased scope and should lead to the introduction of long-tail search engine optimisation which includes the location within the search phrase. An example of this would be ‘search marketing’ being marketed as ‘search marketing Ulverston’ rather than the more competitive short-tail phrase. This is one method of local search marketing.