Geotargeting


Geotargeting in geomarketing and internet marketing is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on their location. This includes country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria. A common usage of geo targeting is found in online advertising, as well as internet television with sites such as iPlayer and Hulu. In these circumstances, content is often restricted to users geolocated in specific countries; this approach serves as a means of implementing digital rights management. Use of proxy servers and virtual private networks may give a false location.

Geographical information provided by the visitor

In geotargeting with geolocation software, the geolocation is based on geographical and other personal information that is provided by the visitor or others.

Different content by choice

Typical examples for different content by choice in geotargeting are the FedEx and UPS websites where users have the choice to select their country location first and are then presented with different site or article content depending on their selection.

Automated different content

In internet marketing and geomarketing, the delivery of different content based on the geographical geolocation and other personal information is automated. A good example is the Ace Hardware website at www.acehardware.com. The company utilizes geolocation software to power the “My Local Ace” section of its website. Based on a site visitor's location, the website's online locator service can show the visitor how many stores are in their area, as well as a city-level locator map to help the customer find the store closest to their address.

IP spidering

The automated discovery of user person/organisation/city-level geolocation information based on IP addresses by traceroute, pings, and a combination of other tools and methods is far more advanced.
It is dependent on the pre-analysis of the entire IP address space. There are more than 4 billion possible IPv4 addresses, and detailed analysis of each of them is a Herculean task, especially in light of the fact that IP addresses are constantly being assigned, allocated, reallocated, moved and changed due to routers being moved, enterprises being assigned IP addresses or moving, and networks being built or changed. In order to keep up with these changes, complex algorithms, bandwidth measurement and mapping technology, and finely tuned delivery mechanisms are necessary. Once all of the IP space is analyzed, each address must be periodically updated to reflect changes in the IP address information, without invading a user's privacy. This process is similar in scale to the task of Web spidering.

IP delivery in SEO

IP delivery for search engine optimization is the method of delivering different content to search engine spiders then to human visitors. The IP address determines if a visitor is a known search engine spider. SEOs compare the visitor's IP address with their list of IP addresses, which are known to be servers that are owned by a search engine and used to run their crawler applications. The delivery of different content to search engine spiders than to human visitors is called cloaking and is against most search engines' webmaster guidelines.
Although the search engine guidelines seem to imply that any type of cloaking is bad, there are cases where cloaking might be legitimate. The subject is very controversial and SEO experts continue to debate about when cloaking might be acceptable and when not.
"Cloaking" via IP delivery works differently from cloaking via "user agent". While IP address spoofing is harder than user-agent spoofing and more reliable, it is also harder to keep the list of IP addresses used by search engines for their crawlers up-to-date. An outdated list with active crawler IP addresses missing enables the search engines to detect the cloaking and may result in a removal of the site from the search engine's index.

Common uses