What is Geo-Targeting?
Geo-targeting focuses on the local relevance of a business, rather than its global relevance, considering location information. The address of a business is usually included in Google searches and the location of the business is usually visible on Google Maps. If the website is optimized for a particular region, location-based searches will produce results relevant to that location. For example, if you search for “Pittsburg business schools," websites with this local optimization would rank higher than websites with a regional optimization. Similarly, if you search for “east coast business schools," websites with this regional optimization would rank higher than websites with local optimization.
A step further is geo-targeting that occurs automatically, without location keywords in the search. For example, if you search “business schools," schools located near you are included in the search results along with a map showing the location of these schools. For this to occur, the relative location (country, state, city) of the user is identified through their IP address when they send a query. With this information, the search engine finds websites that have similar location information. This type of geo-targeting is useful for local businesses trying to increase their traffic, not just online, but at their physical location.