Geo-Targeting and Localization

𝗙𝗶𝗿𝘀𝘁-𝗣𝗮𝗿𝘁𝘆 𝗗𝗮𝘁𝗮 𝗦𝘁𝘂𝗱𝘆: Location-Based Pages Drive 27% of Total LLM Traffic We recently analyzed first-party data from a client’s programmatic content campaign focused on geo-specific topics. The outcome was clear: location-based content attracted more traffic from LLMs like ChatGPT and Perplexity compared to traditional, catch-all pages. But the real insight goes deeper than traffic lift. LLMs are fundamentally reshaping how information is retrieved. They think globally but respond locally. When users ask questions like: - “What’s the average salary for a software engineer in Thailand?” - “Top ERP software in Dubai” - “How does remote work policy differ in the UK vs the US?” LLMs don’t pull from generic content—they surface specific, contextual sources that deliver direct answers. Why this matters: - Comparative intent is rising. Queries like “X vs Y” are becoming more common, and models require location-specific sources to respond with confidence. - Specificity builds trust. "According to [Brand]’s 2024 report on salaries in Vietnam” is far more citable than “industry benchmarks suggest...” - Context is the new differentiator. Location-based content naturally carries regulatory, cultural, and economic nuance, making it more valuable and more likely to be referenced by AI. The bigger shift: We’re moving from a model of general expertise to contextual authority. - The old SEO playbook said: create one definitive guide. - The new AISO (AI Search Optimization) playbook says: create the definitive guide, then localize it across 20+ high-intent scenarios. What this means for your strategy: If you have the chance to create location-based content programmatically, DO IT. - Build location-specific (or industry-specific) versions of your high-performing content. - Structure your data for clarity, consistency, and ease of citation. - Measure LLM referral traffic the same way you track search engine performance. - Stop treating AI search as an afterthought—start treating it as a primary discovery channel. For a deeper dive, comment ‘𝗔𝗜𝗦𝗢’ below and get the full study sent to your inbox. #seo #aiso #aisearchoptimization #saascontent #contentmarketing

The biggest mistake in Local SEO is using a 'Traditional' SEO mindset. Even major brands are guilty. You MUST know these differences: 𝟭. 𝗪𝗵𝗼 𝗿𝗮𝗻𝗸𝘀 𝗳𝗶𝗿𝘀𝘁 Traditional SEO: One website ranks first for a given keyword. 💡 Local SEO: For any given keyword with local intent, there is a unique SERP in every possible geo (even a few city blocks away), bringing new challenges and opportunities. No single business ranks "first" for a given search. They just rank first on a particular map coordinate. 𝟮. 𝗞𝗲𝘆𝘄𝗼𝗿𝗱 𝗱𝗶𝗳𝗳𝗶𝗰𝘂𝗹𝘁𝘆 Traditional SEO: Finding opportunities through long-tail keywords. 💡 You can still target the same high-value, high-traffic transactional keywords in Local SEO by 'niching down' to a smaller market instead of less competitive keywords. The smaller the market, the less competition for the same keyword. Start analyzing markets as you would long-tail keywords. 𝟯. 𝗥𝗮𝗻𝗸𝗶𝗻𝗴𝘀 𝗺𝗮𝘆 𝗻𝗼𝘁 𝗯𝗲 𝗮𝘀 𝗴𝗼𝗼𝗱 𝗮𝘀 𝘁𝗵𝗲𝘆 𝘀𝗲𝗲𝗺 Traditional SEO: Your rank tracking report says you rank 1st organic. 💡 In Local, 1st organic means you may actually rank 4th, because three Map Pack listings appear before you. Accounting for Ads: you may be at the bottom of the SERP. 𝟰. 𝗧𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗿𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴 𝘄𝗼𝗻'𝘁 𝗯𝗲 𝗮𝗰𝗰𝘂𝗿𝗮𝘁𝗲 Traditional SEO: Rank tracking software is set to track entire countries, states, or cities. 💡 With Local SEO, You need Maps rank tracking, and it should be tracked by pins, geo coordinates, or zip codes, or else it will never be accurate. Even an entire city is much too large! 𝟱. 𝗥𝗮𝗻𝗸𝗶𝗻𝗴𝘀 𝗯𝗮𝘀𝗲𝗱 𝗼𝗻 𝘁𝗶𝗺𝗲 𝗼𝗳 𝗱𝗮𝘆 Traditional SEO: Rankings are consistent each day and time (until an update) 💡 In Local search: Rankings can fluctuate greatly based on time, or day of the week. If rank tracking doesn't account for this, you could make decisions based on incorrect data and/or miss major opportunities. 𝟲. 𝗖𝗼𝗻𝘁𝗿𝗼𝗹 𝗼𝘃𝗲𝗿 𝗦𝗘𝗢 𝗮𝗻𝗱 𝗿𝗮𝗻𝗸 𝘀𝗶𝗴𝗻𝗮𝗹𝘀 Traditional SEO: You can have some control or influence over practically every ranking factor. 💡 In Local search, your distance from the searcher is one of the top rank factors (and arguably the strongest). That means you can't "SEO" your way to improving one of the most important signals. The only thing you can do is physically move your business. *𝙋𝙧𝙤 𝙩𝙞𝙥*: For a new business or SEO campaign, business location placement is one of the most influential decisions for future SEO success. Savvy entrepreneurs should consider consulting with a local SEO analyst before they even sign a lease. Very few ever think of that, but it's a major power move. ---------------- Takeaway: In local search, you can outperform much larger businesses in a way that wouldn't be possible on the national stage. Even major brands are getting Local wrong. Seize it! Got anything to add? What's the biggest thing YOU realized wasn't relevant for Local? 👇 #seo #seotips #localseo

A common challenge in apps and games localization is location-sensitive copy 💡 Back-to-school deals, a recent example from a project, can be a tricky strategy because of the starting of school year. In northern countries, kids go back to classes in August or September, whereas in Brazil (my target audience) this happens in February or March. Let’s check some other examples! 1. + Seasonal Content Mismatch 🎒 To complement back to school deals, other offers linked to seasonal events like summer sales, winter holidays, or Halloween rarely align with those from the opposite hemisphere. 2. Cultural and holiday differences 🎃 Many in-game or app promotions enjoy the holidays such as Christmas or Halloween, which occur at the same time globally but are experienced differently depending on the season. Countries like Brazil have events related to Halloween but the importance and celebrations cannot be compared to traditions in northern countries. 3. Launches of time-sensitive events 🍂 Live in-game battlepasses and competitions might be tied specific dates, like Black Friday or regional holidays. Localizing such occasions sometimes require brand new copy, which should be developed according to each region and must adopt marketing strategies relevant to the culture at hand. 4. Daylight Saving Time (and time zones) 🌎 Daylight saving time changes can affect offer deadlines or event start/end times (I’ve seen this happening for in-app offers in my online banking solution!). Misalignment between time zones can lead to confusion if not handled properly, calling for time-sensitive adjustments in localization. 5. Sports and global event timing 🏐 🏈 🏑 🎾 Major sporting events or other global events occur at the same time, but their impact may vary due to seasonal differences. And not only that – the preference for a given sport varies greatly (here in Montreal you’ll find hockey fans going to a match during the week whereas in Brazil people would be attending a volleyball or soccer game at the same time). 📜 The list can get bigger, just think about how summer camps are experienced in your country or how relevant the winter Olympics are for your people. Promotions that are linked to current events and culturally relevant experiences are not cheap to develop. Make sure you’re giving them the attention they required and choose your trusted translator to help handling your company’s communication :) #Localization #Brasil #Português #English #Spanish #French

🗺️ WHY GEORANK is CRITICAL for AMAZON SELLERS Georank refers to the variability of an ASIN's keyword ranking across different geographic locations within a marketplace. This concept challenges the long-held assumption that keyword rankings are uniform across a national marketplace. Despite its significance, most Amazon sellers have yet to incorporate geotargeting into their ranking strategies. Many rely on outdated beliefs or generalized assumptions about how Amazon's algorithm functions, leading to missed opportunities. Why Georank Matters: A Competitive Edge Georank variability reveals untapped opportunities for growth. For example, if your product ranks highly in one region but poorly in another, targeted strategies can improve performance in weaker areas, increasing overall sales and visibility. The Myth of Georank Normalization and Skepticism Geotargeting is not new. But Amazon using georanking is relatively new. And not understood by most sellers and they don’t know how to geotarget for success.. Some industry thought leaders believe that georank variability is temporary, asserting that as an ASIN gains traction, keyword rankings stabilize nationwide. However, this is based on opinion, not data, and further investigation by Marie O’Shea and her team have revealed no empirical evidence supporting georank normalization. Evidence Supporting Georank Variability 1. Clean and Clear Case Study (ASIN: B00027DDOQ): -Age: 10+ years -Monthly Sales: 7,000+ units -Keywords Reviewed: 21 across 532 locations -Findings: No normalization observed; rankings varied widely. For example, the keyword "acne treatment" ranged from organic #1 to #196 across different zip codes. 2. Amazon’s Accelerate 2023 Announcement: At Accelerate in September 2023, Amazon revealed it subdivides marketplaces into micro-markets, each with unique demand curves, logistics, and product mixes. This ensures that georank variability is inherent to the marketplace structure. 3. Data Across Five Markets and 7,000+ ASINs: Four years of testing in multiple markets demonstrated persistent georank variability, even for high-performing ASINs with established sales histories. Despite Clean and Clear’s robust sales of 7,000+ units/month, georank variability presented untapped opportunities for optimization. By targeting weaker regions with geo-optimized strategies, significant sales growth can be achieved. For a list of georanking myths and misconceptions, an explanation of FORI and TORI ranking impact subscribe, and practical strategies on how you can leverage georank, subscribe to my newsletter at BillionDollarSellers.com ♻️ Repost to keep the conversation going.

If you geofence your ads by just drawing a radius around your location, congrats! You're using the hottest geolocation methods of 15 years ago. Here in 2024, you can do better. Two quick suggestions: 1) Look at revenue by zip code and focus your advertising on the areas that drive actual patient revenue, not just areas within 5 miles of your location. I promise results from this exercise will surprise you, prevents a lot of location overlap in media spend. AND you'll see that certain locations have different driving distances, even if both are urban or rural. 2) Use 3rd party data to layer on audiences broken down by insurer, so if you have a certain payor partnership that you know raises your conversion rate, you can target based on revenue by zip code AND insurance information. We use PurpleLabs & Definitive Healthcare and import into Stack Adapt. **You can also target audiences based on diagnosis or Rx or condition. Highly recommend warming up audiences on upper funnel before they start searching around for solutions... have seen appointment volume increase substantially in tests we've run against locations just running PPC. That's going to let you warm up your ideal audience at the top of the funnel, so they're already primed by the time they hit that bottom funnel. #healthcaremarketing #stopdrawingradiibro

Being able to target users based on their location and their real-time conditions can give your ads a serious edge over the competition. Like any strategy, however, execution is king. Throughout my years of Marketing leadership, I can count on both hands how many companies thought about using geotargeting methods to run Google Ads. What's so great about geotargeteing? 1) Country and regional targeting What to do: Show ads based on country or region. Who should do it: Brands that don’t rely on local demand, but operate at scale. Limitations: Treats all areas of a country as equal despite cultural variations and can lead to wasted spend. 2) City and postal code targeting What to do: Show ads to specific cities or postcodes. Who should do it: Real estate, professional services and hospitality. Limitations: Can be restrictive if customers are willing to travel and require regular review. 3) Radius targeting What to do: Show ads to users within a defined distance from X location. Who should do it: Businesses that rely on foot traffic. Limitations: Could exclude potential customers in busy areas or reduce relevance in more rural areas. Geotargeting has evolved beyond basic location selection. Today, you can fine-tune campaigns using location intent, competitor radius targeting, and real-time bid adjustments to improve efficiency and engagement. For brands looking to gain a competitive advantage through geotargeting, thinking beyond simple location settings and exploring dynamic, data-driven approaches is essential for success.   As Google continues to refine its location-based tools, staying ahead of these trends will be critical for optimizing ad spend and driving higher-quality leads. Need help bringing in targeted leads for your B2B Products and Services? I help companies tap into low-hanging fruit strategies to propel business forward. Don't leave Marketing to chance. After all, success is not random. #MarketingWithMeasurableResults #CMO #FractionalCMO #Geotargeting