A Closer Look at Website Geographics

By Richard Howe

A closer look at website geographics

Our recent blog posts have focused on website audience profiling, demographics and psychographics.

Today is the turn of website geographics and how knowing and understanding where your visitors are coming from can make a real difference to the success of your site content, your online marketing strategy and to your website as a whole.

Geographics can be divided into several areas. In this blog post, we will take a look at these areas in turn and help you make the most of the geographical information you have about your website visitors.

Language

Using Google Analytics will enable you to see user languages preferences that are set on their computers (or mobile devices) and this may prove useful if you have international website copy. Remember that this report only shows what the computer is set up to show, so may not always be an accurate reflection of a user’s spoken language (e.g. if an English speaker from the UK has a computer built in the USA and hasn’t changed the default setting, they may be shown in Google Analytics as US English, rather than UK English).

Takeaway tip: If your site is in English but has a large number of visitors from a particular country, you may want to consider different language versions as part of a responsive design solution.

Geographic location

Where your visitors are located in the world will probably make a big difference to the type of website content you are providing, the sorts of products or services you are offering and the types of online marketing you carry out.

Your first port of call for this data should be Google Analytics, where you can find country and city information. Based on your findings, you might want to look further at your website images and colours to make sure that they are relevant (and non-offensive).

Takeaway tip: Don’t forget to drill down further to see which pages people from different countries and cities are visiting most and least, where they enter and exit your site and where there are the best web page conversions. If necessary, create extra pages.

Climate and weather

Once you know where your website visitors are coming from, you will be able to target their needs much better. This is particularly true if you sell climate-related or seasonal-related goods (umbrellas, snow ploughs, bikinis etc.) or offer services that are specific to a particular part of the world (e.g. courses on ‘How to open a restaurant in France’).

It might sound obvious, but there are a surprising number of businesses and website designers who don’t take this information into account.

Takeaway tip: If you are carrying out your own PPC management, tailor your keywords to match your audience and only apply them to the locations they are applicable to. If you leave everything as default, you could end up wasting time and money trying to sell surfboards in Russia and skis in the Caribbean!

Rural/urban/suburban

Similarly, it’s useful to know whether your audience is from rural, urban or suburban areas. You will have to use an even Go to the full article.

Source:: Business 2 Community

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