How Does Geotargeting Work?

The world of geotargeting is filled with technical jargon that just doesn’t quite resonate with the average Joe — when similar-sounding words like geotargeting, geofencing and geo redirecting all have their own distinct meanings that seem to differ from person to person, the terminology can get a little confusing.

So, let’s start with the basics:

What is an IP address?

An Internet Protocol (IP) address is basically a digital return address. It’s the identification number that links you to all of your online activity.

Each time you connect to the internet, you actually do it indirectly; the only network legitimately connected to the World Wide Web is the one generated by your internet provider, which your provider allows you to use with the proper WiFi password and some regular payments. According to protocol (Internet Protocol, specifically), internet providers are also required to give you a unique identification number to make sure your online requests are being addressed and delivered correctly. Hence, the IP address.

The thing about IP addresses is that they are by no means permanent. Each time you move locations, thus connecting to a different network, you’re given a new tracking address; you’re probably on a different internet provider’s network, and they don’t exactly coordinate amongst themselves to keep your IP address consistent. Even a simple hard reboot can sometimes mean a new IP address assignment for your computer.

How are IP addresses and geotargeting related?

There is no geotargeting without IP addresses — well, technically, geotargeting without the IP addresses is usually called geofencing, but that’s for another time.

As we just learned, IP addresses are dependent on the physical location of the internet user. Geotargeting is simply an application of this knowledge: identifying users in specific locations (based on their current IP addresses) to provide them with customized, local web content. In short, IP targeting is one of the most accurate forms of geotargeting because IP addresses are static — you know for sure that you’re reaching the area you’re targeting.

So, wait, geotargeting isn’t advertising?

Some define geotargeting as a form of advertising, but that’s not what we use it for at GeoFli. At GeoFli, we use IP targeting to deliver specific, unique web content, meaning changes to a website’s content based on location. Unlike most advertising methods, our version of geotargeting happens after you’ve already earned a click to your website — your GeoFli’d content will not show up anywhere outside of your own website.

Also contrastingly, GeoFli does not assume the usual pay-per-click model of pricing, but instead only charges minimal fees for a monthly subscription of the software.

Should I use geotargeting for my business?

More than likely, the answer is yes. Geotargeting is an opportunity for you to personalize your web content, including images, texts and CTA buttons, to better relate to your online visitors. Visitors will feel they’ve been given a site experience that’s more interesting to them as individuals, and — since geotargeting software like GeoFli identifies IP addresses and automatically changes content based on location — it requires no more than an initial set-up for you to start personalizing your website.

Basically, geotargeting allows you to tailor your site experience to specific groups of users, increasing your accuracy and the likelihood you’ll deliver the correct messaging at the correct time. This intimate site experience leads to a longer average time-on-site and a more engaged user base, which many businesses could benefit from. Plus, with features like location prompts (which allow you to switch between GPS and IP addresses to use the most accurate data source), you’ll have a greater understanding of who exactly your content is reaching.

How can I start?

By signing up for GeoFli, of course! We offer a free trial so you can sign up with confidence.

After creating an account, you can experience the process of changing content on a website using your own site — the content changes won’t actually be live until you verify ownership by placing the GeoFli pixel in your site script. Until then, however, you can identify which areas of your website are customizable, define target audiences and preview what your final product will look like for users in specific regions. Get started by filling out the form below!

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