In the world of modern search engines, location-based queries are becoming increasingly important for businesses looking to increase their visibility and traffic. These queries are characterized by the fact that the search results depend on the user’s location, even if the query itself is the same in different regions. Optimizing a website for location-based queries is an effective way to improve its ranking in search results, especially for e-commerce projects. In this article, we will look at how you can use location-based queries to increase traffic and why this can be a powerful tool for growth.
What are location-based queries?
Geo-based queries are search queries whose results vary depending on the user’s location. For example, if a user from London and a user from New York enter the same query, they may see different results in the search results, as search engines try to provide the most relevant information based on location.
These queries are especially important for businesses operating in different regions and countries. Search engines like Google try to take local conditions into account, providing the user with information that is most suitable for their geographic location. This is why it is important to develop an SEO strategy that takes into account regional characteristics and location-dependent queries.
Example 1. Differences in search results by country
If you notice that the search results for the same query differ in different countries, it makes sense to think about creating separate landing pages for each country. For example, if your site sells products in several international markets, such as the US, UK or Spain, then it is worth creating separate pages with content optimized for each country.
In some cases, it even makes sense to create separate sites for specific countries. This can be useful when there is a lot of competition in the market and it is important to take into account regional user preferences, such as language, currency or consumption patterns. For example, if the search results in English for the UK differ from the search results for the US, creating a separate site for the UK market can help you increase your visibility and attract more customers.
Example 2. Geo-dependent search results by city
Geo-dependent queries also play a key role at the city level. This is especially common in e-commerce businesses. For example, if a user from Kyiv and a user from Lviv enter the same query, the search results may differ, since the search engine understands that the queries come from different cities.
In such cases, it may be useful to create separate landing pages for each city. This is especially true for businesses with local branches or services focused on different regions. In some cases, when the competition is too high, it is even worth considering creating a separate site for a specific city. For example, if the Rozetka brand dominates search results in Ukraine, creating regional sites can allow you to bypass a large competitor due to more relevant local content.
Example 3. Regions and language
Another interesting aspect of geo-dependent queries is the use of regional languages in search results. For example, Ukrainians who have moved to Europe can search for information in Ukrainian, but their queries will be taken into account based on their location.
In such cases, it is important to consider creating pages in Ukrainian or Russian, but focused on specific countries, such as Poland, Germany or the Czech Republic. Creating unique content in the native language of users, but taking into account their new location, can significantly improve your site’s position in search results. Also, don’t forget about using hreflang tags and cross-links to help search engines better understand which regions your pages are intended for.
Example 4. When geo-dependent queries don’t matter
Of course, not all queries are geo-dependent. In some cases, when search results remain the same for all regions, there is no need to create regional versions of pages. For example, queries related to highly specialized topics may have the same results regardless of the user’s location.
However, such cases are becoming less common. With the development of technology and search engine algorithms, even queries that previously seemed universal can now have differences in results depending on the region. For example, the query “wordpress templates” used to return the same results all over the world. Now, the results in New York are different from the results in Los Angeles, and in London there will be a large number of localized pages aimed at the British audience.
How to Use Geo-Dependent Queries to Grow Your Website
Optimizing for geo-dependent queries requires a comprehensive approach. Here are some recommendations to help you get started:
- Analyze queries by region. Use tools for analyzing semantics and regional queries to understand which pages should be optimized for specific regions or countries.
- Create localized pages. If queries differ in different regions, consider creating separate landing pages for each region or even city. Unique content for each region will help increase the relevance of your site.
- Use regional sites when necessary. In cases of high competition in the market, creating separate sites for specific countries or cities can help you get ahead of larger competitors.
- Optimize content for regional languages. If your users are located in another country but speak your language, create content that will be relevant to their region. For example, pages in Ukrainian for users in Poland.
- Monitor changes in search results. Search engines are constantly improving, and the geo-dependence of queries is becoming more and more pronounced. Therefore, it is important to regularly analyze your positions in different regions and adapt your SEO strategy depending on changes.
Geo-specific queries are a powerful tool that can help your site succeed in different markets. Optimizing for such queries allows you to improve your site’s visibility in search results, increase the relevance of your content, and attract more target users. Instead of focusing only on general queries, it is worth paying attention to regional specifics and creating localized content that will better meet the needs of users in different regions.
