This document provides 3 reasons to add georelevance to marketing: 1. Most users have local intent in their searches and expect local results, so marketing should focus on local audiences and contexts. 2. Location targeting can be useful, but geo-relevant content that is inspired by where users are provides more value. 3. Marketing should be audience-centric rather than focused on the marketer, so optimizing all content and channels for local context through local content optimization (LCO) can deliver a personalized experience to better serve potential customers.

1. 3 Reasons To Add Georelevance
To Your Marketing

2. 2
You know how you behave online.
Photo by rawpixel on Unsplash

3. 3
You know how you behave online.
You ask the search engine questions
and then scan the results, often
starting below the ads.
Photo by rawpixel on Unsplash

4. 4
You know how you behave online.
You ask the search engine questions
and then scan the results, often
starting below the ads.
You then evaluate the results,
clicking on those that seem most
relevant, toggling between the
written word, image/video and
shopping depending on the nature
of the question.
Photo by rawpixel on Unsplash

5. 5
Photo by Charles ! on Unsplash
How often is there local
context in those searches?

6. 6
Photo by Charles ! on Unsplash
Pet supplies near me
How often is there local
context in those searches?
Often.

7. 7
Photo by Charles ! on Unsplash
Pet supplies near me
How often is there local
context in those searches?
Often.
Like, really often.

8. 8
Photo by Charles ! on Unsplash
Pet supplies near me
How often is there local
context in those searches?
Often.
Like, really often.
According to Google,
46% of searches have
local intent.

9. 9
Here are 3 reasons to make Local Content
Optimization (LCO) part of your plan

10. YOUR AUDIENCE WANTS AND
EXPECTS LOCAL
#1

11. 11
If more than 85% of brand engagement by consumers is local and if Google
is really focusing on the end user experience by placing themselves in their
user's shoes, shouldn't you take that as a sign to follow suit?
*Search Engine Land

12. 12

13. ON-TARGET VS. TARGETED
#2

14. 14
We know location targeting can be a useful tool to add value for
your customers.

15. 15
We know location targeting can be a useful tool to add value for
your customers.
But what about using where they are to inspire them with geo-
relevant content like the following at scale?

16. 16
"3 Great Loops Around Town Name Sure To Test Brand
Name Trail Running Shoes"
Photo by David Marcu on Unsplash

17. AUDIENCE-CENTRIC
VS.
MARKETER CENTRIC
#3

18. 18
It isn't about you.
It's about them and how you can
help them accomplish something.

19. 19
So consider your various sources of traffic across search, social,
email, direct or referral.

20. 20
So consider your various sources of traffic across search, social,
email, direct or referral.
Local Content Optimization (LCO) can help you deliver a scalable geo-
relevant brand experience across your channels by blending different
sources of content & data into a coherent, localized presence so that
when potential customers arrive at your e-door, you're welcoming
them by fulfilling their desire to learn, go, do, or buy.

21. 21
Whether they're looking for your business listing information, seeking
customer reviews before buying or want to get inspired, educated or
guided, you should be there rolling out the red carpet.

22. 22
Think about how your customers really
act online and why. A big part of what
they are doing is trying to improve their
life. That life is taking place in some city
or town where you can be present and
useful to them and everyone else like
them across the country.
Photo by Thor Alvis on Unsplash

23. 17
Thank You!