A friend of mine with a sailing business in the U.S. has found that many of her current clients come from Canada. Can you suggest ways for her to concentrate more SEO efforts in Canada? She’s reaching them via social media with FB and Twitter, but wonders if there is more she can do via SEO to encourage this Canadian trend.
It’s great that your friend understands enough about her customers to realise that a significant proportion of them are coming from Canada (I’m often shocked by just how little some of the business owners I come across know, or even care about their customers). It’s not clear from your question though whether Canadian customers make up the majority of her business, or whether she is just trying to increase the volume of Canadian sales.
If you want to boost the Canadian sales I would suggest looking a bit deeper into your analytics to determine any differences in the behavior of the Canadian vs US customers. If there are certain keywords, or certain areas of the site that are favoured by the Canadians, optimising the site for these is likely to result in improved traffic and sales from Canada.
Adwords Pay per Click is also an obvious strategy for targeting specific geographic markets.
If Canadians outnumber U.S. Customers then perhaps the site is not showing up well for more localised searches, and your friend may be better focusing on Local Search Optimisation to improve local (U.S) customer sales.
There are obviously all sorts of other factors that may influence whether your website or the service you offer appeals more to Canadians or U.S. customers, but the better you understand your customers, their search behaviours, their motivations, and what influences their decision to buy, the better placed you are to improve your sales and enquiries from both markets.