Content localisation with Geo-IP

By recognising the geographic location of individual web site visitors, it's now possible to deliver content tailored to that visitor.

For example, a visitor could automatically be shown localised information in their native language.

The technology known as 'Geo-IP targeting' has matured over the past few years, and is now a cost effective way of seamlessly displaying the most appropriate web page to an international audience.

For international sites, this means instead of asking the visitor to choose their location, it can be done automatically.

Currently able to accurately identify the country of around 99% of internet users, the technique is constantly improving as the demand for mobile and other location-based services increases. Already it's possible* to identify the city for 75% of US internet users, with the UK catching up at 46%.

To try out an example, go to www.google.com - chances are you'll automatically be re-directed to one of Google's more country-specific search pages, such as www.google.co.uk.

* Source: Maxmind, July 2005