Just For You - How to drive better engagement with localisation-based insights.

Edmund Turbin, Solutions Engineer

email: [email protected]: @spicecadet

How to drive better engagement with localisation-based insights.

Just For You |

mailto:[email protected]



i. GeoIP Introduction

ii. Case Studies

iii. Technical Overview

iv. Resources

v. Q&A

OVERVIEW




ABOUT ME

Edmund TurbinSolutions Engineer

edmund.wpengine.comblog:

Front end web developer10+ years working with CMSMedia, publishing, advertisingMusic production, sports, coding




‣ WordPress specialists

‣ The Best Fully-Managed WordPress Hosting Platform

‣ Founded in 2010 in Austin, Texas

‣ Manage 300,000 WordPress sites

‣ Launched in UK last year

‣ Based at Second Home in Tech City

ABOUT WP ENGINE




WHAT IS GEOLOCATION?




‣ Visitor selects country

‣ Visitor is redirected to relevant content

‣ Unnecessary manual process

WHAT PROBLEM DOES GEOIP SOLVE?Many websites rely on user input to select relevant

data for country, region, location, language.




‣ Find out where a user is

‣ Find if content relevant to location

‣ Deliver relevant content

WHAT IS GEOIP?A solution for delivering relevant content to users

in order to optimize user journey and improve experience.




‣ Match user’s IP address, find location

‣ Match location ID to pull details

‣ country, city, region, postcode

‣ Create rules based on location

‣ Deliver cached relevant content

HOW DOES GEOIP WORK?




✓Redirecting traffic to local country or language site

✓Change currency, tax, shipping info for eCommerce

✓Location based marketing campaigns, advertising

✓Onsite/offsite content

✓Legal information or requirements

✓What’s closest to me?

WHAT IS GEOIP USED FOR?




COUNTRY




LANGUAGE AND CURRENCY




COOKIES/PRIVACY




✓Make it easier for visitors to find what they are looking for

✓Keep content at the same URL

✓Deliver content rapidly

WHAT ARE THE BENEFITS OF GEOIP?




✓Pinpointing a user’s exact coordinates

✓Hyper local marketing

✓Tracking a mobile user’s movement

WHAT IS GEOIP NOT INTENDED FOR?




CASE STUDIES




CASE STUDY: VINCENTIUS APPAREL





Vincentius Apparel is a global clothing company that caters to sporting and fashion enthusiasts with a unique line of high-fashion football-themed hats and jerseys.




‣ Improve user journey while shopping.

‣ Maximise performance


How does Vincentius use GeoIP?




‣ Automatically display products for teams that are local

to the user by country/region.


What else can Vincentius do with GeoIP?




CASE STUDY: ARNETTE EYEWEAR




CASE STUDY: ARNETTE EYEWEAR

Arnette is an iconic brand that has been building creative eyewear since 1992. Arnette’s appeal ranges from sports action stars, celebs, musicians and anyone who wants to look cool.




‣ Improve user journey while shopping.

‣ Maximise performance

‣ Deliver relevant products lines

CASE STUDY: ARNETTE EYEWEARHow does Arnette use GeoIP?




‣ Prices

‣ Contact Information

‣ Blogs

WP ENGINE.COM

Does WP Engine use GeoIP?




CONTACT INFORMATION




BLOG - LOCATION BASED EVENT




TECHNICAL OVERVIEW




‣ 1. Country New: Continent

‣ 2. State/Region

‣ 3. City

‣ 4. Postal Code

‣ 5. Latitude

‣ 6. Longitude

What information is available to identify visitors?

TECHNICAL OVERVIEW




‣ A WP Engine Business Plan or higher

‣ The WP Engine GeoIP plugin

‣ Shortcodes for using GeoIP in posts

‣ PHP for handling logic or more advanced template

based output

‣ Debug Bar, Debug Objects, etc.

‣ Contact Support to fully enable GeoIP

How do I get started with GeoIP?TECHNICAL OVERVIEW




GEOIP SHORTCODESCan Editors and Content Creators Use GeoIP?

‣ What is a shortcode?

‣ Shortcodes can be used in content

‣ Shortcodes can be conditional and take arguments

‣ Allows for multiple messaging options,

‣ Doesn’t require dev




shortcode:

[geoip-‐content country=“US” ] This code only shows up in the US [/geoip-‐content]

result:

This code only shows up in the US

Shortcode Examples - By Country

TECHNICAL OVERVIEW




shortcode:

[geoip-‐content country=“US, GB” ] This code shows in the US and GB [/geoip-‐content]

result:

This code shows in the US and GB

Shortcode Examples - Multiple Countries

TECHNICAL OVERVIEW




shortcode:

[geoip-‐content country=“US” not_city=“Austin” ] This code only shows up in the US excluding Austin [/geoip-‐content]

result:

This code only shows up in the US excluding Austin.

Shortcode Examples - Country Excluding City

TECHNICAL OVERVIEW




GEOIP DATABASE - IP BY LOCATION How does GeoIP know my location?




GEOIP DATABASE - FILTERED BY CITYHow does GeoIP know specific information about my location?




GEOIP DATABASE - BY POSTAL CODEHow does GeoIP know latitude and longitude?




GEOIP DATABASE - FILTERED BY COUNTRYWhat happens when my IP lookup is not specific?




SEO IMPACT

How does GeoIP affect my site’s SEO?

‣ Will not help on geo-targeted pages with keywords

that drive traffic

‣ Terms that rank in search engines

‣ Bots will see content relevant to their location

‣ Googlebot - CA




TRANSLATION WITH GEOIP

Can GeoIP translate my website for foreign visitors?

‣ Any content that should be translated needs to exist

‣ GeoIP does not translate content

‣ GeoIP can redirect to appropriate content based on

location




GEOIP ROADMAP

Where are we headed?

‣ V1.1.1 - bugfixes

‣ Continent support (Europe, NA)

‣ Potential currency support

‣ Simplified setup for geo redirects

‣ Moved from Labs project to core WP Engine




RESOURCES




TESTING: WPENGINE.COM/GEOIP




TESTING: HIDE.ME




GEOIP TESTINGHow Do I Know GeoIP is Going to Work?‣ Query parameters

‣ ?geoip&country=US&city=Austin

‣ country=US city=Austin

‣ Tools for changing your IP

‣ Hola - http://hola.org/

‣ ZenMate - https://zenmate.com/




TESTING: GEOPEEKER.COM




TESTING: ZENMATE EXTENSION




TESTING: HOLA.ORG EXTENSION




DEVELOPER RESOURCES

Using GeoIP

Troubleshooting

Download the plugin

‣ https://wordpress.org/plugins/wpengine-geoip/other_notes/

‣ http://wpengine.com/support/geoip-personalizing-content-based-geography/

‣ https://wordpress.org/plugins/wpengine-geoip/

Support‣ https://my.wpengine.com/support#general-issue

Labs Blog‣ http://wpengine-labs.com/blog/




Q&A


Just For You - How to drive better engagement with localisation-based insights.

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Transcript of Just For You - How to drive better engagement with localisation-based insights.