Customized website for every location

Yes,

This sounds like a great effort, But it is not. It is just a few simple modifications to your website that can generate lot more revenue, interest or whatever else the purpose of your website is.

The thought occured to me several years ago, and we have implemented this concept on several websites at various levels.

The buzz word now for this concept is GEO-Targeting, essentially means Geographical targeting.

Let's take an example so I can explain it better

http://www.iphoneware.com is a globally positioned website that sells products and accessories for ipod and iPhone worldwide. We wanted to minimize the shipping costs and promote products from suppliers in Europe to European customers, and American products to US customers. Also, we wanted to show some products that are more popular product for that region for visitors from that area. From my experience American customers have a disposal mentality they buy a case and buy it every three months. European customers buy an expensive case and want it and hope it will last for years. Please note, this is not in way to discriminate against americans or europeans, but just an observation and classification to provide the customers what they are asking for with minimal searching.

Another good example for geotargetting is languages, We can automatically show French, Spanish, German, Japanese or English based on what region they accessing the website from.

It is also very useful for advertising and marketing purposes. web sites can target content, advertising, news, news tickers or customized RSS Feeds or network traffic depending upon the actual physical locations of the web site visitors.

I also found out first hand how Financial Institutions, ISPs, HSPs are utilizing geo targeting as a fraud prevention tool. When I went to visit my family in India few years ago, I swiped my credit card first time it worked. Second time, It didn't because they blocked since it was coming from India, I had to call and go through all the security verification to remove the block on the card. So Next time before you leave the country call your Bank and Credit cards to avoid the problem.

Same concept of geo targeting is used very effectively in Pay per click ads, and the merchant can target their customers to a city and sometimes to a specific part of the city as well.

I have tried to maintain this article very consumer friendly, if you are interested in more technical details or how this concept can help your business, please contact me and I will be happy to help you further.

To Summarize the benefits of geo targeting

1. Browse a local version of Yahoo, Google, MSN when you are travelling including weather, latest news, and other entertainment information
2. Enables website owners to serve localized content with global reach
3. Advertizers and marketers are able to focus specifically to the geography they plan to increasing their efficiency and saving marketing dollars
4. Fraud Prevention & detection for Financial Institutions.

I do not want to list cons and encourage people looking to exploit and give them more tools.

Please comment your thoughts and feedback on this article.

Prakash Gupta
President & CEO
E Planet Systems Inc,
http://www.eplanetsystems.com