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How To Geo Target With Style
In order to get the best results from you search engine marketing campaign you need to Geo target. As an example a plastic surgeon in Denver, would not need to go after national terms like, scar removal or breast implants because he is going after customers in his market. There are a couple of internet marketing strategies you can use to target the area you want and still give you a national presence.
The first option is running a pay per click campaign! Normally when you set up pay per click campaigns about ninety percent of your traffic should come from geographically targeted key words, less than ten percent will come from a national term. With pay per click you can target zip codes, cities, states, or any other area. Using the IP address of the searcher the search engines are able to make sure that you are only getting the traffic you want.
Another thing you can do is Geo qualify your search results. Without setting a specific IP address requirement but adding a local key word to your search term as an example "Denver scar removal." These will allow you to get search results from anywhere as long as they want to know about your service in that local area. Geo qualifying your keywords is a trick you can use for your search engine optimization as well.
In order to get the best results from you search engine marketing campaign you have several different options:
Geo targeting
Geo targeting can only be used with a pay per click form of advertising. You will be able to make sure that you get the best traffic for your company but you might exclude people that are using an IP address that does not show where they are.
Geo qualified Nationwide
You can use pay per click campaigns and search engine optimization to target Geo qualified key words. With pay per click you add your Geo qualifier, for example "Denver" to all your key words. Then you do not put any IP limitations that you used for Geo targeting. In this form of pay per click using zip codes as a Geo qualifier does little to nothing.
You can target long tail key words with Geo qualifiers allowing you to attract the searchers you want from anywhere in the country and show in the organic listings. Many times this will get you the best results. You can also dominate a long tail key word with a geo qualifier easier than if you just went after the root key word.
Nationwide
Using pay per click on a national search term is the most expensive option. If you have a high price service like plastic surgery it is possible to get clients from all around the country. Your bounce rates are going to be higher and you will have a lower click through rate than with a Geo targeted campaign. While the traffic is not the best you should still pay attention to the national market, but make sure to calculate what your return on investment is in order to decide if you want to continue with a national campaign.
With search engine optimization a national key word gives you prestige, branding opportunity, bragging rights, and a whole lot of traffic. These do cost more that the average Geo qualified terms but the best part about search engine optimization is that with the long lasting effects that you can get the return on investment is usually higher than a national pay per click campaign would be in the long run.
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