BEST PRACTICE: Just for you - How to drive better engagement with localisation-based insights.

Edmund Turbin, Solutions Engineer email: edmund.turbin@wpengine.com
twitter: @spicecadet
How to drive better engagement with localisation-
based insights.
Just For You|

i. GeoIP Introduction
ii. Case Studies
iii. Technical Overview
iv. Resources
v. Q&A
OVERVIEW

ABOUT ME
Edmund Turbin
Solutions Engineer
edmund.wpengine.comblog:
Front end web developer
10+ years working with CMS
Media, publishing, advertising
Music 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

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
How 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 SHORTCODES
Can 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 CITY
How does GeoIP know specific information about my
location?

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

GEOIP DATABASE - FILTERED BY COUNTRY
What 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 TESTING
How 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

BEST PRACTICE: Just for you - How to drive better engagement with localisation-based insights.

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