Geolocation greatly influences Search Engine Optimization (SEO) strategies and results. In simplest terms, geolocation refers to the identification or estimation of the real-world geographic location of an object or person using digital information processed via the internet. In terms of SEO, understanding geolocation has become integral because search engines such as Google use geolocation data to provide users with the most relevant search results for their location.
One of the ways geolocation affects SEO is through localized search results. For example, if you are in New York and search for ‘best Italian restaurants,’ Google will prioritize results that it identifies as pertaining to Italian restaurants in New York (Detroit Free Press, 2020). Research by Google found that “over a third of all searches have local intent” (Uberall, 2019), highlighting the value of incorporating geolocation in SEO efforts.
Secondly, geolocation affects SEO through the use of language and regional dialects. Websites need to be optimized in the language and idiom of the target audience in the specific geographic location and coded with the correct language tags to enhance its local reach and visibility (Woorank, 2018).
Moreover, geolocation influences the compliance to law and regulation. Different countries may regulate online content differently, like the General Data Protection Regulation (GDPR) in the European Union, imposing rules about how data is collected, stored, and shared in the EU. Failure to comply could result in penalties and affect a site’s search engine rankings (European Commission, 2018).
Lastly, geolocation dictates cultural sensitivity. If your content is in tune with the local culture and trends, it stands a better chance at ranking higher on local SERPs (Search Engine Results Pages).
However, it’s important to note that the influence of geolocation on SEO presents challenges for the websites who wish to target audiences [outside of their local area](https://www.searchenginejournal.com/local-seo/what-is-geotargeting/#close). Google’s algorithm continues to evolve to make search results geographically local. As such, businesses will need to work on their international SEO strategies to rank well in foreign markets.
The challenge, therefore, for businesses and SEO professionals is to continue studying market trends, the evolving algorithms of search engines, client behaviors, and the technicalities involved in SEO management aligned with geolocation. This way, they can work toward achieving a balance in geotargeted and global SEO marketing strategies to enhance website visibility regardless of the users’ location.
Sources:
1. Detroit Free Press. (2020). How online reviews became standard business. Link: https://www.freep.com/story/sponsor-story/michigan-dot-com/2020/01/20/how-online-reviews-became-standard-business/4516914002/
2. Uberall. (2019). Near me searches are stronger than ever. Link: https://uberall.com/en-us/resources/blog/near-me-searches-are-stronger-than-ever
3. Woorank. (2018). Hreflang: the ultimate guide. Link: https://www.woorank.com/en/blog/hreflang-the-ultimate-guide
4. European Commission. (2018). 2018 reform of EU data protection rules. Link: https://ec.europa.eu/commission/presscorner/detail/en/PRES_18_3891
5. Search Engine Journal. (2021). What is Geolocation & Geotargeting? – A Complete Guide. Link: https://www.searchenginejournal.com/local-seo/what-is-geotargeting/#close.
