Geo-targeting (or geo-optimizing) is the process of optimizing the content on your website, the content that links to your site from other sites (e.g., aricles or blogs), or your pay-per-click campaign trade area in a way that is designed to attract local visitors. For example, if you run a plumbing business in Denver, CO, then you would certainly want your site to come up #1 in Google or Bing rankings for the keyword search term:

“Denver plumber”

That would be a very lucrative position, indeed.

The advantage to geo-targeting your online content is that, if done successfully, your site will come up higher on search engines for the geo-specific keywords that matter most to you – and to your best prospects. Geo-specific words may be city names, regional names, counties, or other place-related names.

However, geo-targeting is not for everybody. Some business models just do not lend themselves to attracting only local traffic. So, should you geo-target? You consider geo-targeting if:

1. Most of your customers are within one hour (drive, train ride, walk, etc.) of your location.

2. Your business model requires or benefits from your meeting with customers in person and/or visiting their homes or offices directly.

3. You are not concerned that geo-targeting your website or other online content could make you appear to be too “local” or provincial, such that it could turn off customers who live or work elsewhere.

Remember, locally-originated traffic tends to “convert” much better for local businesses, so be sure to take advantage of geo-targeting if appropriate for your business.