Website Metrics For Business Owners: Location

This week’s metric will be Location. Let’s find out where your visitors are coming from!

Location helps you see if you are reaching your specific geographic target audience. If you are a local restaurant, you may want to see more local traffic coming from the city or county that your business is located in. If you are an online store, and you ship worldwide, you should expect to see visitors from around the globe.

Analyzing the location of your visitors is a great way to determine if your efforts are working or need to be adjusted. Let’s say your business is a local nail salon based in Phoenix, Arizona. You’ve analyzed your traffic and have discovered that most of your online visitors are coming from Houston or even Paris. Unless you run a world-famous nail salon, there is probably something very wrong! Most likely, people won’t be flying from Paris to visit your business, so you’ll need to adjust your strategy to target people in the Phoenix area instead. Find out why you’re getting so much traffic from these other locations. Perhaps you have incorrectly geo-targeted your website. Or perhaps there are technical issues that are preventing Google from ranking your website for local terms.

There are many reasons why analyzing the location metric is critical.