Challenges of Content Geotargeting on WordPress sites
If your online business involves a geographically dispersed target market, it is highly likely that you are using or have considered using Geotargeting on WordPress sites. Simply put, geotargeting is a content marketing strategy that involves optimising sites to determine the geolocation of a website visitor and deliver content to them based on their location.
For instance, an online retailer selling products in the U.S. and UK will direct customers to products based in their location.
Likewise, if you have a WordPress site that targets clients/customers from different locations, you might want to optimize it so that each post or product is seen more on its targeted locations.
Before we discuss the challenges and opportunities of geotargeting, let us look at how it works and how you can start implementing it in your WordPress site.
As we will see in this post, this is a must-have practice in your SEO strategy if your target market comprises a geographically dispersed audience.
How geotargeting works
Each computer in the cyberspace has a unique number that identifies it from others. This number is known as IP address and usually, consist of service provider details and device location.
Geotargeting involves categorising these IP addresses and determining who to target with what content. The IP categorisation can be in the form of countries, counties or even specific cities. For instance, if your target market for a specific product is New York you can set a geotargeted campaign focusing on this region alone. With the best WordPress geotargeting tools, you can even choose to block all other regions apart from the targeted region.
How to use Geotargeting for WordPress sites
WordPress sites are the easiest when it comes to the implementation of geotargeting. While there is currently no inbuilt functionality within WordPress to help developers optimise websites geographically, there are numerous plugins that can be used for the purpose.
GeoTargeting Lite is currently the most popular geotargeting plugin on the platform. This tool is free to use and has the most advanced features when compared to related plugins.
For instance, with this plugin, users are not only able to control the type of content displayed to different users, but they can also block specific IP addresses or entire regions.
Eliminating irrelevant traffic means less bandwidth usage and improved load speeds for the targeted users. Again, users can identify and block regions with high potential for malicious traffic, therefore, eliminating to some degree the risk of cyber attacks.
Another popular geotargeting plugin for WordPress is Geolocation. This plugin allows users to add geo-data into their posts hence target specific locations.
Also worth mentioning is the CF Geo Plugin. Whether you are into content marketing or have an e-commerce platform, this plugin is a perfect choice. Apart from directing users to localised content, this plugin also filters legal notices that may not be required for specific regions.
How a VPN can help in Geotargeting
One of the key challenges with the use of WordPress Geotargeting tools for marketing purposes is that you can’t tell how effective they are. That’s where a VPN tool comes in.With a VPN you can visit the geotargeted locations to determine how your content is displayed in the specified locations.
If you have paid a marketer to do geotargeted marketing for you, you can use this tool to switch between different locations and see how your ads appear in those areas. But what is VPN? Without going into much detail, a VPN is a tool that enables internet users to mask their real IP addresses and use fake IP addresses from different locations to create an illusion that they are surfing the web from those regions.
This means that this tool can be used to access geotargeted or geo-restricted content at ease. Case in point, when connected to a VPN, you can change your IP address at a click of a button and receive geotargeted content from your area of choice.
While you can use this tool to monitor your content in different locations, your customers can also use it to prevent you from geotargeting them.
Simply put, when customers access your site from a VPN, they may see content meant for a different audience.
However, you need not to be worried about target customers using VPNs since this tool is currently not widely used. In other words, only an extremely small portion of a given audience may be using an anonymous proxy or a VPN.
Final Word on Geotargeting on WordPress sites
If you are targeting a geographically dispersed audience in your content marketing, a geotargeting plugin is a must-have.
WordPress is the best and easiest to use CMS given that it comes with free and highly useful plugins for geotargeting.
A good geotargeting plugin not only enables you to target specific regions with relevant content but you can also block regions with irrelevant traffic.