How to Use IP Geolocation API to Deliver Personalized Content

Are you interested in how to deliver personalized content to your customers? This article has excellent instructions.

It’s a dream of every business owner to rank higher on Google search results. Search engines were not that smart in the past decade, and it was quite easier to rank up top on SERPs. But now, with more sophisticated and complex algorithms Google and other search engines have become smarter than ever, and for that, web owners also have to play smart as well.

Search engines focus on providing the best matches for the user search queries and display websites with the best user experiences.

In 2017, the importance of user experience as a ranking element was verified after sluggish websites with many advertisements saw a drop in google ranking. Websites that do not provide visitors with what they require, even previously high ranks, may notice a massive drop in traffic when the grade of their content deteriorates. Therefore, websites that focus on delivering personalized content stay ahead of competitors.

One of the essential tools to implement personalized content is the IP geolocation API. What is IP geolocation API, and how does it help provide web content personalization? Read more to find out.

What Is an IP Geolocation API?

Man using mobile phone

An IP geolocation API determines the location of a smartphone, desktop, or laptop based on its IP address. It then delivers detailed data points to you for analysis. Usually, the data you collect includes a user’s region, country, and city. Some APIs also provide latitude, longitude, time zone, postal code, and currency of a particular location.

IP geolocation APIs for websites show the location of a device visitors are using to connect to the internet. It allows you to provide a personalized and customized user experience on your website.

Why Use IP Geolocation API For Content Personalization?

Static websites are no longer the talk of the town since they no more provide a great user experience. We all know that nobody likes to waste time searching for the answer they are looking for. Instead, they want an immediate answer with discrete explanations.

So whenever they do not find what they are looking for right away, they will most likely move on to another site. An increased bounce rate that reduces the PageRank of a website is the consequence of this.

When site designers and marketers personalize the material of the web pages, they are ultimately providing users with aha moments. The IP Geolocation API takes advantage of user data and behavior that will help you provide personalized web content.

What Are the Data Sources of IP Geolocation API

Woman using White iPad

-> Regional Internet Registries or RIRs

RIRs, or Regional Internet Registries, are non-profit entities in charge of allocating Ip addresses. IP addresses from all across the globe are included in their directories. These Regional Internet Registries also handle the website name or domain name registrations.

-> Web Browser Geolocations

As all internet users use the web browser to access the internet, web browsers can be the best source to provide user data. Browser Geolocations lists users with their respective locations that enable the location tracking service while using the browser.

-> User Submitted Records

Many APIs additionally leverage the information that users submit during their interaction with their websites. It also includes location information that is associated with a certain IP address. It comprises information gathered by various businesses when clients disclose their whereabouts when buying products on the internet. Moreover, checking the weather forecast also disclose your residing city and postal codes associated with your IP address.

-> Internet Service Providers

Most Telecommunications companies, Internet Service Providers, or ISPs have agreed to disclose data to different companies. It is a fantastic asset for improving the validity of IP addresses for geolocation APIs. It is because ISPs have the most up-to-date data regarding their IP addresses.

How Is IP Geolocation API Used for Web Content Personalization?

Two people surfing internet on tablet

Since location information of the user plays a significant part in content personalization, combining it with user behavior and other data can change the game of UX. Below is how IP geolocation API can customize the web content to enhance UX.

  1. Localization of the Web Content

Web admins can group viewers per geographic location using the information provided by the IP Geolocation API and customize the web content. Geo proxies can be put in place for visitors from a given location to be directed to a site containing regionalized content dynamically.

  1. Localization Based on Country

Customizing the web content per country can be the best alternative for offering different sales and promotions of multinational brands in specific country branches.

  1. Regional Language

When a visitor visits a website and encounters the language they understand, it increases their engagement with the page. This can be achieved by using IP geolocation services.

  1. Product or Service Accessibility

Some countries forbid certain products or services for any reason while others do not. IP geolocation is helpful since it informs e-commerce websites about their viewers’ locations, letting businesses display or conceal products as appropriate.

  1. Currency

Displaying the products of the e-commerce website in the currency of the visitors’ country enhances the user experience, which is easily attainable via IP geolocation API.

  1. Payment Methods

By presenting the payment methods accessible by location, site managers can make the purchasing process easier. This improvement relieves customers of the strain of figuring out how to pay for their items.

  1. Provide Prompt Page Response

Do you know that  40% of the visitors leave a webpage if it takes more than 3 seconds to show? And the icing on the cake is that even a second of delay can make a decrease of 7%. Simply put, maintaining a fast page loading time is the ground reality for ranking high in search engines.

The IP Geolocation API’s data, notably the users’ Internet service provider ( ISP), provides an estimate of the stability of their internet service.

Web designers can use this information to alter content on the website so that users with sluggish internet services can access and view web pages immediately.

The Takeaway

Providing personalized web content guarantees that your website will rank higher on SERPs and also help you improve your conversion rate. IP geolocation APIs let you customize the web content according to the user’s country, language, and currency. Ensure to use quality APIs that provide maximum accuracy, security, and features.

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Published on March 17, 2022 by Peter Hughes. Filed under: , .

Peter Hughes is a digital marketing consultant and author. Peter has more than 10 years of experience in SEO and Internet marketing.

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