Geo Specific Targeting
This morning I would like to discuss the geo-specific element of online business, to do so I will use the legal profession as an example.
When setting up an online business there are many elements to consider, one is the ‘target area’.
As most of us are aware there’s a huge demand for corporate legal specialists, fact!
London aside I imagine most firms dive into the UK pot, why not, the bigger the area the easier it will be to generate leads, some go much bigger, let’s dominate Europe, then there are the real head cases that go for global domination.
In terms of online marketing the smaller the area of operation the better.
let’s look at the term ‘corporate law’.
Corporate law
Corporate law UK
Corporate law south west
Corporate law Somerset
Corporate law Frome
Now it’s easier to get a web page dedicated to the term ‘corporate law frome’ to the top of Google than ‘corporate law’.
That said there are 2 issues:
1. Is the market in Frome large enough (bear in mind we are only talking about a solitary web page)
2. Are people typing the term ‘corporate law frome’ into Google.
If we deliver a negative answer to these questions we move up the ladder and look at Somerset.
For obvious reasons it’s better to start at the bottom of the ladder than the top.
Now we look at this from the customers stand point, do corporations in Glasgow want to employ a firm in the South West? They may but my gut instinct tells me they would prefer someone local.
Generally speaking these subjects come down to the ‘offering’, Chris Slay from Skills Provision is able to work in the global marketplace because places like Australia are actively searching for UK labour, added to this UK workers fancy the Australian lifestyle. Tapping into these markets is not easy but it’s possible. Chris himself now sees the difference between terms ‘polish workers’ and ‘international recruitment agency’ the bigger the area, the more difficult it can be to generate high search engine position.
PR companies may differ with their approach, I don’t know to be honest. The annoyance for me is, it’s often irrelevant how good someone is or how attractive their products are. This is where traditional business minds struggle with the concept of the web.
Pete Arkwright
This article is sponsored by ACCL, the Capital’s Premium Supplier of Data Cabling Services.
Date Written: Thu, Jun 16th 2011
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