The sites providing the data only allow each user to perform a few thousand lookups per day. For most individuals, that's more than enough, but if all of GPS Visualizer's users were allowed to geocode as many addresses as they want, the quota would be reached quickly. That's why there's a slot where you can enter YOUR key. When you use your key on this page, you get the benefits of nearly unlimited lookups without having to do any programming.
Sometimes the geocoder returns coordinates that don't seem right. For example, if you enter nothing but "CO", you might get Colombia rather than Colorado; adding ", US" to the end should take care of that. Another common source of errors (aside from missing, misspelled, or poorly-aligned header rows) is non-street addresses that look like addresses, like P.O. Boxes or named buildings. For example, "200 Jackson Building, 333 2nd Street" might be interpreted as "200 Jackson Street." There's really no way to get around this, other than ensuring that your "address" column contains actual street addresses.
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