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How to Perform an Actionable SEO Audit — Serpstat Blog

How to Perform an Actionable SEO Audit — Serpstat Blog | Geotargeting Options | Scoop.it
Keyword and ranking research tool used for in-depth competitor analysis, business intelligence and building advertising campaigns. Scope out competitors’ domains and ascertain where to focus SEO efforts
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International and Multilingual Website Design Best Practices

International and Multilingual Website Design Best Practices | Geotargeting Options | Scoop.it
With a website, you have a global audience. Here are some basic steps that can give your website international appeal without investing a lot of time and money.
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Quick Keyword Research Tools

Quick Keyword Research Tools | Geotargeting Options | Scoop.it
At the core of many search engine optimization campaigns is keyword research. In order to target what Internet users are looking for, the choice of words they use t
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10 Mobile Learning Terms that Every Instructional Designer Should Know

10 Mobile Learning Terms that Every Instructional Designer Should Know | Geotargeting Options | Scoop.it
Christopher Pappas highlights 10 mobile learning terms that you may want to commit to memory by the time you walk into your next Learning and Design meeting.
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5 Features of a Perfectly SEO-Optimized Homepage

5 Features of a Perfectly SEO-Optimized Homepage | Geotargeting Options | Scoop.it
With such complexity, it's easy to lose sight of the most important page of your website--the homepage. When you're focused on maintaining an active blog, creating dedicated internal pages for your target keywords, and building links, you might neglect the optimization fundamentals that lead to a well-optimize
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International SEO Best Practices | Web SEO Analytics

International SEO Best Practices | Web SEO Analytics | Geotargeting Options | Scoop.it
It is an undeniable fact that the Internet evolution has shrunk our world. Companies are now able to find and interact with global audiences like never before. As the global market reach grows, companies must do everything they can so as to easily be found in a great worldwide marketplace. That’s where international search engine optimization comes. According to moz.com International SEO is: “The process of setting up your website so that search engines can easily identify which countries you want to reach and what languages you use for business.” The main benefit of an International SEO strategy is that citizens of the respective countries will be able to easily find the website in search engines and appreciate its content for its readability and relevance. In this article we will try to point out some tips and best practices so that SEO Professionals can design effective International SEO strategies.     1. Website Architecture Once you have decided the countries and languages you are going to target, the way that you will structure your website is one of the most important issues in international SEO. There are three ways to separate the targeted country with the language-specific content so that visitors and SERP’s can find what they need all in one place. You can make use of: • Subdomain (fr.example.com) • Subfolder (www.example.com/fr/) • Country Code Top-Level Domains (www.example.fr) All methods are effective in establishing a different content dedicated to a certain language. The selection of one method depends on business objectives, as all of them have pros and cons. Subdomain The main advantage is the freedom in implementation, as a subdomain can be considered a completely different website. This means allowance of totally different navigation, scheme, content etc. As a result you can provide a set of text content tailored made to the needs of the targeted country. From a SEO perspective, that will result to a great loss of the overall value of your main www.domain. As a result if you have a very strong domain, a subdomain for language reasons is not recommended. Subfolder A Subfolder has almost the opposite advantages and disadvantages of subdomains. By using subfolders for your multilingual content you eliminate the risk of losing the full strength of your domain, but on the other hand this has some disadvantages. For example if the content varies from page to page it might face some difficulties. On content management systems, it might be very difficult to implement different site frameworks. Country Code Top-Level Domains (ccTLD’s) The biggest benefit of having a ccTLD is that you provide to both users and SERP’s one of the strongest signals regarding the country of origin. Additionally you gain the ability to fully customize the experience for the local visitor. On the other hand, this approach requires significant investment and resources because you actually maintain completely different websites.   2. Technical-Structures There are also a number of technical on-page optimization strategies that you can implement so as to ensure that your website and pages are understood by the proper search engine and the markets that you want to target. An example of such strategies are some special tags that you can implement if you are translating or regionalizing many versions of the same content. UTF-8 Encoding By using the UTF-8 encoding you define the character set in your HTML mark-up. In that way you provide a clear sign not letting the search engine “assume” the character set you are using when it comes to special letters and characters of different languages. The implementation is quite simple. You add only the below single line of code in the head section of all your pages: X-Default Hreflang Attribute HrefLang Attribute is an annotation supported by Google and Yandex that provides strong recommendation to search engines about the region and language the content is intended to search. In other words, these tag “tells” search engines where each internationalized version of the page lives by specifying each of the URL addresses along with the country and language targets. The implementation is simple, all you need to do is add the below snippet of code in every page of your website. For example if you want the Spanish language to point to the Spanish version of the website you must add the below snippet of code: http://es.example.com/” /> Note that when adding a language code to your annotation, you must make use of an abbreviated format called ISO 639-1. Content Language Meta tag While Hreflang attribute is pretty helpful, it is recognised only by Google and Yandex. What about the other search engines such as Bing and Yahoo which are also important for your Website? In this situation you can make use of content language metatag, which is the below snippet of code. This code must be added in every appropriate page. Alternately you can embed the document location in either the or  element using the same format: Note that the priority order for these tags is:  , , .  As a result “content –language” will always supersede the document location indicated in  or tag. 3. Off-Page Factors Search engines are trying to deliver a search experience which is relevant to potential visitors, taking into consideration their physical location. One way to determine this is by analysing the backlinks of a website taking into account the region these backlinks are associated to. This means that search engines are trying to tailor their results to people from different regions. In that respect, it is quite often that the top results in one country are quite different when it comes to another country. As a result the goal is to link with relevant high quality websites. For that reason it is almost obligatory to do a competitive backlink research so as to uncover additional opportunities for your website.     4. International Keyword Research Keyword research is the backbone of search engine optimization. The most important fact is not only to find words that resonate with your visitors but also create a need to click through the website. As a result multilingual keyword research requires a deep knowledge both for the culture and the language of the targeted country. So pay extra attention not to auto–translate but focus also on the local culture and linguistic differences. To sum up, The world has changed and the pace at which this change is affecting people continues to accelerate. Hopefully this blog post will help you understand some fundamental things you need to keep in mind when optimizing for International SEO. Try to follow these tips and soon you will find the pages of your website in all search engines all across the world.
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Google Had A Major Core Ranking Algorithm Update This Past Weekend

Google Had A Major Core Ranking Algorithm Update This Past Weekend | Geotargeting Options | Scoop.it

Google has pushed a core ranking algorithm update over the weekend. Did you notice ranking changes with your websites?

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Yandex Rolls Out Mobile-Friendly Algorithm In Russia, Code Name Vladivostok

Yandex Rolls Out Mobile-Friendly Algorithm In Russia, Code Name Vladivostok | Geotargeting Options | Scoop.it

The largest Russian search engine has launched their mobile-friendly algorithm today.

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How to use the power of Instagram to market you...

How to use the power of Instagram to market you... | Geotargeting Options | Scoop.it
In this article, Jacqueline Bourke outlines how to use Instagram to its full potential for maximum brand engagement. It has been reported that articles with images get 94% more total views, so it comes as no surprise that Instagram was among the fastest growing social networks of the last two years. Australian brands fighting for attention on the Internet must first be seen in order to be heard. To ensure this is achieved, and to make use of the power of visuals, a strong visual strategy needs to be created - this means populating websites and social channels with images that represent the core values of a brand in order to engage and inspire the target audience. The article highlights Tourism Australia and Spotify Australia as two companies which have been able to use imagery to show their brand's key message in a way that resonates with their target audience. Find out more. | Transmedia Storytelling meets Tourism
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How To Hide The Fact That Your Website Runs On WordPress

How To Hide The Fact That Your Website Runs On WordPress | Geotargeting Options | Scoop.it
Security is always top concern when you’re running a website.
But… sometimes all the hubbub over hacking seems a little over the top. All the scary stories about big businesses like eBay, Target, Adobe, Steam, and others who have suffered big data breaches can feel like fear-mongering. Surely hackers...
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How You Can Give Sales the Right Content for Yo...

How You Can Give Sales the Right Content for Yo... | Geotargeting Options | Scoop.it
Read tips and tricks for right content writing process and know How You Can Give Sales the Right Content for Your Target Audience. | The Net Connect - Best Website Designing & Development
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Now Get A Second Line Of Structured Snippets In Adwords Text Ads

Now Get A Second Line Of Structured Snippets In Adwords Text Ads | Geotargeting Options | Scoop.it
Google may show two lines of structured snippets when eligible.
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5 Things New Advertisers Need to Know About Google AdWords Campaign Settings

5 Things New Advertisers Need to Know About Google AdWords Campaign Settings | Geotargeting Options | Scoop.it
Google’s default settings often aren’t as advantageous as one might think. Columnist Aaron Slusky explains which settings you may want to change.
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How to Become An International B2B Lead Generation Company [Overnight]

How to Become An International B2B Lead Generation Company [Overnight] | Geotargeting Options | Scoop.it
What if your business could become an international B2B lead generation company overnight? Here’s a proven formula for you to test out… Give it a try.
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How To Disable Or Fake Your Location In Firefox, Internet Explorer & Chrome

How To Disable Or Fake Your Location In Firefox, Internet Explorer & Chrome | Geotargeting Options | Scoop.it
Modern browsers including Chrome, Firefox and Internet Explorer now include "geolocation" services based in the browser. What this does is attempt to locate you based on your IP, wi-fi or network location. It is used for several reasons, including adding a location to your tweets or Facebook updates, or to locate you on a map. You might want to hide or fake this location due to privacy concerns, and it isn't too terribly hard to do so.
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Three ways UK retailers can utilise the post-Brexit GBP drop to target international customers

Three ways UK retailers can utilise the post-Brexit GBP drop to target international customers | Geotargeting Options | Scoop.it
The decline in the British pound since the Brexit referendum has made UK goods and services more affordable to customers in other countries.
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The Ultimate Guide to SEO for E-commerce Websites

The Ultimate Guide to SEO for E-commerce Websites | Geotargeting Options | Scoop.it
There’s no question that ranking higher than your competitors on Google is a must. But, what if you don’t know the SEO tips and tricks that will get your e-commerce site to the top?
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What Can Help SMEs in an International Expansion? - Small Business Can

What Can Help SMEs in an International Expansion? - Small Business Can | Geotargeting Options | Scoop.it
Running an SME certainly brings along both – the rewards as well as the challenges. In some business sectors however, due to market saturation, it is becoming more and more difficult for business owners to find new, original ways of acquiring customers and consequently growing their revenue. Therefore, in today’s globalising world, targeting foreign markets and expanding internationally became a relatively popular approach amongst businesses. The growth of digital media and internet which allows companies to interact and trade with the consumers from different corners of the world certainly makes international expansion more possible than even just a few years ago. If planned and conducted successfully, an international business expansion can in fact be extremely rewarding. Nevertheless, it’s important to remember that this isn’t an easy task and it certainly takes a lot of time, research and preparation. Indeed, even the largest brands such as IKEA failed to conquer their target international market at some point, simply due to the lack of knowledge. This article indents to present you with some of the factors which might play a key role in your business’s expansion and knowledge of which can make the difference between a great success and a spectacular failure. Understand your consumers One of the most crucial elements which business owners simply must understand before approaching new, foreign markets and introducing their products or services is perhaps the game’s key player – consumer.  A great number of different factors must be taken into the account when trying to understand your potential customers. From geographical, demographical to psychographic factors and even behavioural values. Each of those aspects can have a direct impact on whether the services you offer will satisfy the consumer. Questions such as ‘Will religion/social customs/political situation affect their decisions?’ are extremely important. A great place to start is the ‘PEST’ Analysis, which focuses on the above factors, allowing business owners to understand their potential customers in more detail. Get to know your market Understanding the foreign market your business intends to enter can, quite frankly, take not only tons of research but also time and money. Yet, similarly to understanding your potential customers, gaining knowledge about your chosen market is a step without which international expansion can be a great disaster. Your company must in fact be very careful. Of course, finding a market which on top of having similar consumer behaviours to your home market is also not saturated and with low competition can be extremely difficult. Nevertheless, entering a market which already offers services similar to yours, at very low prices can be disastrous. Localise and translate your approach According to research, due to the development in technology, 2 in 5 consumers now purchase goods from overseas shops regularly. Additionally, over 90% of those customers are more likely to commit to buying from a shop which offers the information about products/services in their native language. As you can see, language localisation targeted specifically at a particular market and audience can be extremely beneficial. Unquestionably, translating your business material plays a major part in international branding. Marketing material such as websites or leaflets simply have to be professionally translated in order for the customers to fully understand your products and services. Legal documents, contracts, terms and conditions etc. are yet other very important documents which need to be translated when entering and expanding business to a foreign country. Unfortunately, a number of business owners still do not appreciate the importance of professional translations and in order to save money in the short-term, they decide to use computerised tools. In the long term however, such tools can be rather dangerous to the image of your business and may cost not only more money, but also can damage the professional image of your company. In such situation, perhaps the only trusted solution which guarantees accuracy and professionalism is translating your material through a translation agency. Translation agencies offering business translation services specialise in language translation and localisation, ensuring that your business comes across culturally and socially appropriate in your chosen market. Learn from competitors Unless you’re an innovator holding a patent, chances are that there already was a company which tried reaching foreign markets with a product/service similar to yours. A great idea which can help you in an international expansion of your business is studying your competitor’s moves. What mistakes did they make? What were their steps? Do you think the company did something that you can perhaps also do and that will be beneficial to you? As you can see, international business expansion can be in fact very difficult. There is a number of factors which can directly or indirectly influence whether the company will succeed or fail in a foreign market. Anything from understanding your potential consumers and markets to translating your business documents and marketing material can be influential. It is also important to remember that there are no shortcuts and what may seem like a great idea for saving money in the short term, may be rather costly and devastating in the long run.
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Why You Should Invest In Multilingual Digital Marketing | SEJ

Why You Should Invest In Multilingual Digital Marketing | SEJ | Geotargeting Options | Scoop.it
As a marketer, can you honestly say you were aware that 75% of internet users will only make important purchase decisions when product and service descriptions are in a language they speak? And, similarly, 70% of global users don’t cite English as their native language? To some, these stats are simply accepted, however, the clever marketer sees things a little differently and is able to identify huge opportunities when presented with data such as this. Unfortunately, in many instances, it’s not always these clever marketers who make the final decisions, and fresh opportunities often need to be signed off or approved either by a boss (if working in-house) or a client (if working for an agency). As such, here are five selling points you can use to convince either of these parties to invest in multilingual digital marketing. 1. It Opens Up New Business Markets Some businesses are happy standing still, but most are actively looking at ways to grow their customer or client base, considering costly and length marketing strategies to further increase their market share in their home territory. Technically, there is nothing wrong with that, but companies often see growth plateaus at certain stages, which makes jumping to the next level increasingly difficult. When you start to consider multilingual digital marketing as a contender, it quickly becomes apparent that gaining a small market share in new territories could be more effective than working to increase your market share at home. When you look at the stats, it quickly becomes apparent that while English accounts for more than 50% of the content on the internet, only 27% of global internet users are English-speaking as their native language. This means that, theoretically, more than 70% of a target market could be being excluded by focusing only on an English-driven approach to digital marketing. 2. It Is Cost Effective When it comes to digital, there is the real possibility to build an effective business in new territories without having a physical on-the-ground presence. With the right team who understands international SEO, the need to launch a multilingual website (or separate ccTLD sites) and create content targeted to each territory, all multi-territory activities can be controlled from one central location. Further down the line, you may decide to open a physical office, warehouse, or distribution center in one or more of these new areas. However, unless you’re offering local services (in which case, you’re very unlikely to be considering international marketing at all) and you’re offering either eCommerce, long-distance, or digital services, the question must be asked as to whether it really matters where you’re located? This, of course, means adopting an international digital marketing strategy can be very cost-effective, especially when directly compared with the approach which would be needed to further grow a market share at home. Granted, taking any business international will undoubtedly require an investment of some sort, however, compared with the efforts to grow an already healthy market share, the cost benefits are instantly apparent. Using an example of a bricks and mortar business; if they want to expand their markets, their options almost exclusively lie (let’s forget going online for a moment) in opening additional retail outlets or offices in new territories, usually meaning nearby towns and cities. This costs…a lot! New premises, new employees, overheads which come alongside a physical premises; the costs are almost never-ending. When going international in the digital sense, the approach is the same (launching into new territories) yet the costs aren’t — as the same core team can roll this out simply by a change tactics. Yes, you’ll need a professional translation of your web content, web development work to support this and someone who understands multilingual marketing and the market’s you’re entering, however, that is about as far as market entry costs go. 3. Many Competitors Are Ignoring Non-English Speaking Audiences It’s a sad state of affairs that almost fifty percent of Fortune 500 companies haven’t translated their website into more than one language, with the default generally being English. As such, it’s safe to say they’re ignoring non-English speaking audiences. This, for businesses who you’d expect to have strong growth plans, makes no sense. For the smart marketer, this is perhaps the strongest justification for starting to plan and implement an international digital marketing strategy NOW. Much as everyone was justifying going responsive some two years ago with, “get ahead of the competition and gain a first-adopter advantage,” the same can be said about going multinational and multilingual today. If you’re able to take an approach you know can work but competitors are ignoring, either they have market insight you don’t or they’re simply complacent with their current approach and not looking for ways to broaden their customer base from all corners. Luckily, it’s usually the latter. 4. Internet Usage is Growing in Other Countries While the internet has traditionally been seen as an English invention, times are changing. The long-standing ‘strong holds’ of the USA and the UK have, for ten years, flat-lined, with the growth of internet usage now being seen across territories such as France, Hong Kong, Italy, and Japan. Given this, it’s no surprise, as mentioned above, that many businesses are experiencing a plateau effect when it comes to their market share. When looking at new markets, however, this presents significant opportunities to gain a strong presence which will allow for growth. 5. It Can Bring ‘Quick SEO Wins’ While some would argue ‘SEO is dead,‘ there’s no denying that organic search can still deliver fantastic value and a great return on investment. Yes, approaches have changed and buying links, stuffing keywords into content, and violating Google’s guidelines are things which we should all forget ever existed. However, when you take the stance that the foundations of SEO lie in a website’s structure and technical make up, a number of quick wins for gaining presence in new territories become apparent. There’s the long-standing debate as to whether, when looking to obtain search rankings in numerous languages, you should go for multiple ccTLD’s or subdirectories on your main domain, and there are certainly ways to support both sides of the argument. In many cases, however, launching language-specific subdirectories which host translated versions of the site is the way to go, given that you’re launching on an already established domain, which it’s safe to assume already has some level of authority. Unless you have a specific reason not to, which some businesses will have, rolling out translations in subdirectories on a domain which Google already trusts on English search engines can be a quick way to earn rankings across the language-specific search engines in your newly targeted territories. Granted, that’s not automatically going to guarantee top positions, but any head start is worth entertaining. One interesting observation to point out in this debate is that of WPML, arguably THE most popular and efficient way to launch a multilingual WordPress site, and the fact that this uses the subdirectory approach. (That’s not to say it’s always best, but it is a good place to start.) When rolling out an international SEO strategy, always make sure you’re familiar with the likes of hreflang as there’s far more to this approach than simply adding a translation into subdirectories. Yes, it can be time-consuming to get it right, especially if you’ve never managed an international strategy before, but in the long-run, it can generate substantial amounts of traffic — and revenue. At the end of the day, if your business can handle enquiries and sales from foreign territories, the above information should easily justify adopting a multilingual digital marketing strategy. It is your job to demonstrate a return on investment and it’s quickly becoming clear that the opportunities which arise from an international approach can do just that many times over…so long as you implement correctly and understand why you’re rolling it out. Do you any ‘international’ success stories? Have you had to battle to convince your client or boss that it’s a worthwhile investment? I’d love to hear about your campaigns in the comments section below. Image Credits Featured Image: Lemon Tree Images/Shutterstock.com In-post Photo: Rawpixel/Shutterstock.com
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Google Panda Is Now Part Of Google's Core Ranking Signals

Google Panda Is Now Part Of Google's Core Ranking Signals | Geotargeting Options | Scoop.it

Say goodbye to the typical Google Panda updates. Panda is now baked in as one of Google's core ranking algorithm.

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Get Your Priorities Straight: Structuring Google Shopping Campaigns

Get Your Priorities Straight: Structuring Google Shopping Campaigns | Geotargeting Options | Scoop.it

A good campaign structure can have a significant impact on performance, but what structure is right for your business? Columnist Laura Collins discusses some options that have worked well for her clients.

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3 PPC Trends And Tactics You Can’t Ignore In 2016

3 PPC Trends And Tactics You Can’t Ignore In 2016 | Geotargeting Options | Scoop.it

Columnist Pauline Jakober discusses what she believes will be big in paid search in 2016, with a look back at some of this past year's biggest developments.

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6 Tips for a Better Website Redesign Process

6 Tips for a Better Website Redesign Process | Geotargeting Options | Scoop.it

Redesigning your website can be daunting. But as the “virtual storefront” to your business, it is absolutely vital that your website stay fresh and relevant to your target market.

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HMRC targets Etsy, eBay and Gumtree sellers - but when is your hobby taxable?

HMRC targets Etsy, eBay and Gumtree sellers - but when is your hobby taxable? | Geotargeting Options | Scoop.it
Websites are being forced to hand over customer account data as the taxman targets 14,000 suspected evaders
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Google Posts That Local Results Are Influenced By Clicks, Then Deletes That

Google Posts That Local Results Are Influenced By Clicks, Then Deletes That | Geotargeting Options | Scoop.it
Does Google use click data for local rankings? A new post by a Googler said so, but it was then quickly edited to remove those details.
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