In geotargeting with geolocation software, the geolocation is based on geographical and other personal information that is provided by the visitor or others.
Content by choice
Some websites, for example FedEx and UPS, utilize geotargeting by giving users the choice to select their country location.[3] The user is 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.[4] 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.[5] Different offers may be presented depending on local conditions, e.g. weather, local competitors, local trends, etc.
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.[6]
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,[7] 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.[8] 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.
Websites utilize IP delivery for search engine optimization (SEO) in a method called cloaking. SEOs maintain a list of IP addresses that are known to be servers owned by a search engine and used to run their crawler applications (spiders). The visitor's IP address is compared to the list, and if it is determined to be a search engine spider, it is presented with different web page content from human visitors. Cloaking is against most search engines' webmaster guidelines.[9][10][11]
Although search engine guidelines imply that any type of cloaking is bad, there are instances when the practice may be legitimate. The subject is very controversial and continues to be debated by SEO experts.[12]
"Cloaking" via IP delivery is different from cloaking via "user agent". While IP address spoofing is harder and more reliable than user-agent spoofing, it is also harder to keep the list of IP addresses used by search engines for their crawlers up-to-date. An outdated list of active crawler IP addresses enables the search engines to detect cloaking and may result in a removal of the site from the search engine's index.
Common uses
Content Localization:[13] Webmasters who want to serve local content on a global domain.[14][15]
Copyright owners and delivery networks restrict streams based on the geographical information.
Pay per click advertisement to have ads appear only to users who live in selected locations.
Display advertisement where banner or other multimedia ads are displayed based on the visitor's location.[16]
The use of connection speed data correlated to IP address to tailor content.
Online analytics identify live the correlation of city-level geography, connection speed data, and certain demographic data to IP addresses.
Enhanced performance networks provide superior customer targeting to advertisers.
Fraud prevention identifies suspicious payment transactions live by correlations between IP address and additional information (billing records, email header).[17][18]
City advertising[19] by advertising on web sites with extensive content related to particular cities. Such websites can connect large city audiences with products/services for sale in those cities. Surfers searching for information about particular cities find adverts on such web sites as a result of city name related searches rather than product/service keyword searches. In this way businesses, e.g. shops, restaurants, can advertise and reach out to consumers located in the real-world localities of their product/service offerings.
Content based on local time using IP geolocation.[20]
^Freedman, Michael; Vutukuru, Mythili; Feamster, Nick; Balakrishnan, Hari (2005). Geographic Locality of IP Prefixes. Internet Measurement Conference (IMC).
^Clifford, Stephanie (March 15, 2009). "Many See Privacy on Web as Big Issue, Survey Says". The New York Times. Retrieved February 12, 2014.
^"Location-Based Marketing: Geotargeting vs. Geofencing". insights.digitalmediasolutions.com. Retrieved 2021-09-20.
^MS Search guidelines for successful indexing 2006-08-19 at the Wayback Machine
^Sherman, Chris (July 18, 2001). . Search Engine Watch. Archived from the original on November 13, 2007. Retrieved December 9, 2007.
^ClientSideNews, Nov/Dec 2010 issue, Page 6 “You Can Really Do That? – The Power of Geolocation Technology”
^Internet IP Address Allocation by Country 2008 Report 2008-01-31 at the Wayback Machine Study showing the IP address distribution of the Internet in 2007
^Internet IP Address Allocation by Country 2009 Report 2009-03-17 at the Wayback Machine Study showing the IP address distribution of the Internet in 2008
^Shearman, Sarah (February 10, 2011). "Thetrainline brings Digital Element on board for localised ad task". Brand Republic.
^Credit Card Fraud Prevention Tips July 16, 2011, at the Wayback Machine Top 10 Tips to Prevent Online Credit Card Fraud for Merchants
^Search Engine Optimization for Dummies, 3rd Edition, 2008, by Peter Kent, Chapter 10 'Finding Traffic via Geo-Targeting'
^IPInfoDB (2010-04-18). . IPInfoDB. Archived from the original on 2013-05-16. Retrieved 2010-04-18.
^"Ad verification residential IPs". Retrieved 9 October 2017.
March 29, 2023
geotargeting, geomarketing, internet, marketing, geotargeting, method, delivering, different, content, visitors, based, their, geolocation, this, includes, country, region, state, city, metro, code, code, organization, address, other, criteria, common, usage, . In geomarketing and internet marketing geotargeting is the method of delivering different content to visitors based on their geolocation This includes country region state city metro code zip code organization IP address ISP or other criteria 1 A common usage of geotargeting 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 2 Wikimedia banner as example of geotargeting for its donation drive here specifically targeting Netherlands Contents 1 Geographical information provided by the visitor 1 1 Content by choice 1 2 Automated different content 2 IP spidering 3 IP delivery in SEO 4 Common uses 5 See also 6 ReferencesGeographical information provided by the visitor EditIn geotargeting with geolocation software the geolocation is based on geographical and other personal information that is provided by the visitor or others Content by choice Edit Some websites for example FedEx and UPS utilize geotargeting by giving users the choice to select their country location 3 The user is then presented with different site or article content depending on their selection Automated different content Edit In internet marketing and geomarketing the delivery of different content based on the geographical geolocation and other personal information is automated 4 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 5 Different offers may be presented depending on local conditions e g weather local competitors local trends etc IP spidering EditThe 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 6 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 7 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 8 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 EditMain article Cloaking Websites utilize IP delivery for search engine optimization SEO in a method called cloaking SEOs maintain a list of IP addresses that are known to be servers owned by a search engine and used to run their crawler applications spiders The visitor s IP address is compared to the list and if it is determined to be a search engine spider it is presented with different web page content from human visitors Cloaking is against most search engines webmaster guidelines 9 10 11 Although search engine guidelines imply that any type of cloaking is bad there are instances when the practice may be legitimate The subject is very controversial and continues to be debated by SEO experts 12 Cloaking via IP delivery is different from cloaking via user agent While IP address spoofing is harder and more reliable than user agent spoofing it is also harder to keep the list of IP addresses used by search engines for their crawlers up to date An outdated list of active crawler IP addresses enables the search engines to detect cloaking and may result in a removal of the site from the search engine s index Common uses EditContent Localization 13 Webmasters who want to serve local content on a global domain 14 15 Copyright owners and delivery networks restrict streams based on the geographical information Pay per click advertisement to have ads appear only to users who live in selected locations Display advertisement where banner or other multimedia ads are displayed based on the visitor s location 16 The use of connection speed data correlated to IP address to tailor content Online analytics identify live the correlation of city level geography connection speed data and certain demographic data to IP addresses Enhanced performance networks provide superior customer targeting to advertisers Fraud prevention identifies suspicious payment transactions live by correlations between IP address and additional information billing records email header 17 18 City advertising 19 by advertising on web sites with extensive content related to particular cities Such websites can connect large city audiences with products services for sale in those cities Surfers searching for information about particular cities find adverts on such web sites as a result of city name related searches rather than product service keyword searches In this way businesses e g shops restaurants can advertise and reach out to consumers located in the real world localities of their product service offerings Content based on local time using IP geolocation 20 Use of a content distribution network to serve data from a nearby server Website Personalization where website content is changed and replaced based on visitor location One to one or household IP targeting surfaces display advertisements to individual buildings or homes Content Ad verification changing IPs for content compliance or ad verification 21 See also EditDigital marketingReferences Edit Freedman Michael Vutukuru Mythili Feamster Nick Balakrishnan Hari 2005 Geographic Locality of IP Prefixes Internet Measurement Conference IMC Clifford Stephanie March 15 2009 Many See Privacy on Web as Big Issue Survey Says The New York Times Retrieved February 12 2014 Location Based Marketing Geotargeting vs Geofencing insights digitalmediasolutions com Retrieved 2021 09 20 Steel Emily Angwin Julia August 4 2010 On the Web s Cutting Edge Anonymity in Name Only The Wall Street Journal Chain Store Age Making it Personal November 2008 Digital Element Finding Demand for Granular IP targeting 2009 08 20 Retrieved 2010 04 28 Discussing automated spidering technology Hansell Saul February 22 2008 Google Says I P Addresses Aren t Personal The New York Times Retrieved 12 February 2014 Murphy Kate May 2 2012 How to Muddy Your Tracks on the Internet The New York Times Retrieved 12 February 2014 Google webmaster guidelines Yahoo search content quality guidelines MS Search guidelines for successful indexing Archived 2006 08 19 at the Wayback Machine Sherman Chris July 18 2001 Search Engine Cloaking The Controversy Continues Search Engine Watch Archived from the original on November 13 2007 Retrieved December 9 2007 ClientSideNews Nov Dec 2010 issue Page 6 You Can Really Do That The Power of Geolocation Technology Internet IP Address Allocation by Country 2008 Report Archived 2008 01 31 at the Wayback Machine Study showing the IP address distribution of the Internet in 2007 Internet IP Address Allocation by Country 2009 Report Archived 2009 03 17 at the Wayback Machine Study showing the IP address distribution of the Internet in 2008 Shearman Sarah February 10 2011 Thetrainline brings Digital Element on board for localised ad task Brand Republic IPInfoDB April 18 2010 E Commerce fraud detection IPInfoDB Retrieved August 25 2009 Credit Card Fraud Prevention Tips Archived July 16 2011 at the Wayback Machine Top 10 Tips to Prevent Online Credit Card Fraud for Merchants Search Engine Optimization for Dummies 3rd Edition 2008 by Peter Kent Chapter 10 Finding Traffic via Geo Targeting IPInfoDB 2010 04 18 IP location XML API IPInfoDB Archived from the original on 2013 05 16 Retrieved 2010 04 18 Ad verification residential IPs Retrieved 9 October 2017 Retrieved from https en wikipedia org w index php title Geotargeting amp oldid 1136051903, wikipedia, wiki, book, books, library,
