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IP Addresses and Geo-Targeting
International Search Summit London
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How far do you
want to go?
So
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Your Target Audience?
• A Country – The right ccTLD or language
• Region – Add to it IP filtering
• City – Add to it IP filtering
• Zip/Postal Code – Now it gets complex ...
• Organization • A Person
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Country
• Studies have shown that searchers use from around 15% minimum to close to 35% targeted country results only
– This has changed with Google Instant
• The dominant player Google is more and more pushing people to their local ccTLD version of Google
• What you get in Iceland is not the same as you get in the UK
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Question the data!
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The Algorithm of Search
• Google does not give out their algorithm so easily but Yahoo calls it “Concept of Region”
• „Concept of Region“ is what influences local search strength
– The ccTLD
– The IP address
– The Language
– The build-up of external links
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But that is not all
• With the rise of smartphones the exact location is starting to play a major role – There the IP addresses plays a role and so does the ccTLD
• Currency is an indicator ($, £, €, ¥ etc…)
• Some products and service offerings have geographic components
• But the main influencers seem the information, review sites, Google maps and Google‘s Business address services – This is very dependent on country but likely to change fast
as Google roles out their WikiMaps services
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United Kingdom
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Spain
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.. What person is your
target audience
So
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How exact do you want to go?
• Using IP filtering methods / technologies you can be pretty exact how you control you visits
• USA the only country that gives out ZIP codes based on IP addresses
• Most other countries only look at the area such as city
• UK ISP’s often lease IP addresses from France
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Accuracy level of app. 96%?
• Local regions
– Sometimes cities
– Sometimes countries
– Sometimes counties
– Sometimes states
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Internet Protocol Version 6 (IPv6)
• We could get our own IP address
• IPv6 is taking over from IPv4
– Supports 2128 (about 3.4×1038) addresses
• Penetration was still less than one percent of Internet-enabled hosts in any country 2008
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Take aways
• Don‘t test what is happening in Germany with a computer in the UK
• Look at the ratio of you target market links
• Look at your TLD‘s, if you are using a .TV ending then your first point of origion is the Island of Tuvalu – Use Webmaster tools to help you understand how Google
understands you ,then help Google understand you
• Google ignores GEO Meta tags – Bing still ok with them
– http://geotool.flagfox.net
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Geo Targeting = Cloaking?
“Geo-targeting by itself is not cloaking under Google's
guidelines. Because what you are doing is taking an IP
address and if your audience is from Canada you will
show him a particular page, if the IP address is from
Germany then you will show a particular page…”
”… just don’t treat Googlebot differently”
Matt Cutts - Google