There are hundreds of factors that affect the SEO of a website, and hosting is one of those factors. Shared IP addresses, downtime, and server response codes are all hosting-related issues that can hinder a site’s SEO performance. Many webmasters and site owners fall victim to common pitfalls in these areas, making them worthy of further examination.
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SHARED IP ADDRESSES
Shared IP addresses are not much of concern. However, on occasion, site owners have been penalized by the search engines for sharing the same IP address of a site that is spamming their links all over the internet. This means that the site is creating a ton of low quality backlinks to the sites in hope of boosting their search engine rankings, but these links have the opposite effect on the site.
Search engines that run across such sites target their IP addresses in order to penalize them. Unfortunately, they also penalize anyone with a site on the same IP address. This may seem unfair, but it is far easier for search engines to single out IP addresses than it is for them to differentiate between different sites and site owners on the same IP address. Many people choose shared IP hosting accounts because they are much cheaper than using a dedicated server, but someone that suffers from this ongoing issue may rethink their hosting decisions.
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DOWNTIME
Downtime is the amount of time that the hosting company may be performing maintenance or suffering from issues that cause their customer’s sites to be offline and inaccessible. Many hosting providers boast about having virtually no downtime. Unfortunately, this is often not the case. Nearly every hosting company has downtime from time to time.
Downtime can severely hurt a site’s search engine rankings in a couple of ways. Firstly, webmasters that link to a person’s site will begin receiving notifications that the site is down and their links are going to an inaccessible website. Usually, this will cause webmasters to remove their links from the site, and consequently, any ranking boost that the site received from the links will disappear. Secondly, the search engines will notice that the site is unreachable and punish the site with lower rankings because they do not want to redirect their users to inaccessible sites.
SERVER RESPONSE CODES
Each time a user or search engine spider visits a website, the search engine receives a code directly from the server that the site is hosted on. Each of these codes have different meanings that tell users and spiders whether or not the website page loaded correctly, has been moved, or if a problem exists. Understanding the server codes that are relayed to users and search engines when they visit a site is an important aspect of SEO and basic site usability. By relaying the wrong response code, a person can seriously hurt the search engine ranking of their website.
There are numerous server response codes that the majority of site owners will never have to know or worry about. However, there are some that appear often and can make the lives of site owners easier or much more difficult. Here are the basic server response codes that every website owner should be familiar with:
200 – This is the OK code that tells users and search engines that the request was successful.
301 – This code tells users and search engines that the website has been permanently moved. Site owners that move their website to a different URL should use 301 redirects to pass along the SEO power of their old URL to their new URL.
302 – This code tells users and search engines that the requested website has been found but temporarily moved to a different URL.
404 – This is the dreaded page not found code that states that the server has not found the requested URL.
SEO [Search Engine Optimization] is a complex and ever-evolving process that is dependent upon a myriad of factors. Although hosting is often an afterthought in the SEO equation, there are certain hosting considerations that should be taken into account for achieving a good search engine ranking. Webmasters who make a conscious effort to consider how hosting can affect their SEO, help ensure the accessibility and performance of their site.
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