When planning a marketing campaign, it’s helpful to think globally, but act locally. Why? Because the internet provides contact with practically everybody on the planet but in reality, you are only seeking to connect with people in your immediate area.

Most businesses rely on customers who live within 1 to 3 miles of their physical location. With very few exceptions, most people don’t want to travel further than 5 to 10 minutes from their house to get the products or services they want.

So when it comes to targeting prospective customers in your online marketing, it’s helpful to focus on those closest to your door.


One of the most effective ways to do this is through “GEO SEO”, which stands for “geographic search engine optimization”. This is when strategically pepper your content with keywords related to your geographic location.

For example, let’s say you own an auto repair business in Silver Springs, Maryland. In the Washington, DC, metropolitan area there are approximately six million people. But those with broken cars in places like Alexandria, Virginia, or Baltimore are highly unlikely to make the trek to your business even if they do find your online website.

What you want is to target people in Silver Springs itself by including the keywords “Silver Springs auto repair” in key places on your web page. This tells the search engines to rank your listing highest for people who go online and type these exact keywords into Google.

Google Ads

This gives you organic search results. But you also can sweeten the pot by paying to get listed first. Google Ads lets you pay to get your business listed first. And that’s key because most internet users typically click on the first two or three results and then stop.

The internet reaches the whole world. But to get the results you want, it’s better to focus on your own backyard.

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