Impact of Web Hosting on SEO Performance
There are many reasons that impact the search engine optimization (SEO) of your website or web page ranking on google. As an SEO professional, we have to take a look at many things which might slow down your website traffic or that will affect your website performance on google or any other search engine. Like incorrect use of keywords or keyword research, more user bounce rate, more page load time, server Uptime is not up to the mark, wrong selection of a server location, no proper website security, etc. Thus as mentioned at the start of the article, there are many factors related to web hosting services that affect your website rank, SEO,.
After this brief introduction to our today’s blog, you must have come to know that today we are going to learn about how web hosting affects the SEO of your website performance?. After that, we will also discuss how to improve Website traffic by selecting the right kind of web hosting.
Therefore without further wasting our time, let’s begin our discussion about web hosting factors that affect the SEO of your website!.
1. Website Page Load Time affects the user experience:
Studies have proved that users in general, do not like slow websites. As Internet speeds continue to improve around the world, people have less patience for time-wasting websites. Slow pages are boring for the users. If a user becomes frustrated with a website, then he may not finish checking all its content and leave the website. This leads to higher bounce rates. Thus, when any visitor visits a website and leaves before interacting with a part of it, we call it a “bounced” visitor. If your website takes more page load time, then there will be a higher bounce rate, which is often considered a result of a bad user experience.
A high bounce rate indicates that site visiting pages are not relevant to users and generally. Generally, your website should not take more than two seconds to load in its entirety. Beyond two seconds, bounce rates tend to increase significantly. Lower the loading time, the better the overall experience of your users.
You’ll also want to take a look at the amount of time it takes to start loading. Time to first byte, or TTFB, is the amount of time a browser has to wait before getting its first byte of data from the server. TTFB is considered an indication of the responsiveness of the webserver. For website ranking on Google, the search engine recommends a TTFB of less than 200 ms. Unlike a lot of the front-end performance factors most site owners focus on, this is a server-side concern. A good web hosting service reduces a website’s load time by using the latest catching technologies those result in a high volume of traffic.
2. Server Uptime:
If the Website performance is down and not showing up on the internet and at the same time the search engine gets a query for relevant content of that website, then what will happen?. As the website is already down, the user will not be able to view the contents of the website; instead, he will receive error messages like: could not reach the server or could not find the server, etc. As the search engine is displaying such error messages, it will result in an increased bounce rate and hence degrade the website’s SEO. Also, it will impact on website’s authority. So ideal web host should give 99.9% uptime and this percent of server uptime is expected by the owners of the website. Therefore if you want to increase the traffic to your website then your website should be up and running and you should avoid downtime.
3. Shared Hosting: Think twice before Selecting
While choosing web hosting service for an entry-level website, Shared Hosting services is the best option as it is cost-effective & suits your budget. There are very few shared hosting service providers that do not allow hosting the websites which are designed only for Spamming. But not all shared hosting providers take this factor into consideration. sometimes they overlook such spamming websites, which then becomes a major drawback for those types of shared hosting providers.
Although shared hosting is a cost-effective option, if traffic to any other website increases then it may affect the performance of other websites on that server. In this case, other websites may need to face low speed, low scalability, even lack of web space, bandwidth, etc. Also if any shared hosting provider is not offering high-quality security then it may result in data stealing. So at the time of selecting a shared hosting always check all these points. As mentioned earlier Shared hosting is a good option for entry-level websites, but when the traffic to your website increases, I would like to suggest you go for VPS or dedicated hosting.
4. Web Hosting Storage:
If you are looking for the right kind of web hosting solution, then at that time selecting the right type of storage is the main attribute, as the performance of your website and reliability primarily depend on it. Gone are the days of traditional HDD Hosting, where data was stored on Hard disks. SSDs have come into the picture for improving the performance of the server.
SSD is a short form of Solid State Drive and it is a storage device, which contains non-volatile flash memory, used in place of a regular Hard disk. SSD is faster in retrieving the data as there is no moving part and can deliver your website content to your visitors at a fast speed.
5. Website Security:
You have implemented all the measures for SEO ranking, but what if the site got hacked?. If your website host does not give security to your site then there are high chances of malware infections, spamming content. It’s really frustrating to see your business site the most important asset of your business got hacked. Unsecure websites result in de-indexing and your domain may get banned.
6. HTTPS / SSL support
More and more sites are moving towards the use of HTTPS to protect the data of their users. For this reason, Google said in 2017 that the use of SSL certificates is now a positive factor of SEO ranking. It’s still a minor grading factor at the moment, so it should not have too much impact, but it looks like it will become more and more important in the near future, especially in an industry looking to protect more in addition to user data (see GDPR recently).
If you want to move your website from HTTP to HTTPS, check with your host for their specific TSL / SSL certificates. Many web hosts offer free or often cheap Let’s Encrypt or Comodo certificates that will do the trick here. Of course, if you have an e-commerce site, get some advice for a more robust certificate!
From there, you’ll want to check with your WebHost to find out what you need to do to make sure your website performance is fully running on HTTPS. If this sounds intimidating, rest assured – these lists are quite easy to find on the web and will help you make the change seamlessly. Be careful here to make your URL redirections (easy if you are under WP who does it for you) and also attention to mixed content!
7. Location of Website Server:
Geographic Location of the Hosting Server matters for local SEO. The longer the location of your server, the slower will be your website. As it increases the time a server takes to receive and process a request from a visitor called Latency. If the server is located thousands of miles away, then the time to transfer the data from that remote location will obviously increase. Therefore it is recommended that always choose a location for your hosting servers that are closer to your target audience, even if that increases the cost. Always choose localhost according to your target audience.
The best way to improve local search engine optimization/SEO or search engine ranking is to choose a Server location near to the target audience. It will result in a faster rerouting of the audience to your site.
let’s deep dive this topic in detail
Using Server location for ranking a website performance in local searches
While browsing the Internet, have you ever faced a question in your mind that from where all the information appears on Google?. How Google can answer all questions within fractions of seconds? Well, t he answer is a server, where all the data is stored. A server is a computer device or program whose task is to manage all networking resources. It is a central storehouse of data, information, images, videos, and various programs that are shared by the users on the Internet. So, we can access requested information & data from any location on the internet.
But where this server located?. If my server is located in the USA & my website content is for the Indian audience then will it affect my website’s page speed and ranking?.
Let’s try to find out the answers to all these questions. In the early days of Google, the server location did not matter. Only around 2001, it was considered that it made sense that only the domain extension information about where a website is.
If someone works in Australia and publishes a website about “the best sights of Paris” in French. And uses the .fr domain, but has his server in Melbourne. Then still the content can be very important to people who live in France and are interested in Paris. On the other hand, a site that does not end in .fr but on .org may be very relevant to French people if the server is in France and the content is also French. In that sense, the server location is definitely a factor that influences the local SEO ranking. If not directly, then at least in the personalized search.
Geographic Location of the Hosting Server matters for SEO
For a website with Indian content and target audience, located on a .in domain and hosted in India. It helps search engines like google extract data faster. This also increases website relevancy that is relevant to surfers from India. To improve SEO or local search engine rankings for your site, you must host it in the same location as your target audience. This is one of the most important tips given by SEO professionals.
The longer the location of your server, the slower your website
It is most important for your website to load fast. Several studies report that more than 50% of internet surfers wait for a site to load within 2 seconds. First-time visitors are like to neglect websites that take more than 3 seconds to load. If you consider it from the user’s point of view, you will come to know why 80% of people decide not to come back again to a website performance they have had a bad experience with.
Longer the location of your server, the slower your website performance as it increases Latency hence the web page load time. Latency is the time a server takes to receive and process a request from a visitor. If the server is located thousands of miles away, then the time to transfer the data from that remote location obviously increases.
Keep servers close to your customers, even if that increases the costs
The location of your web hosting server affects your expenses. Many companies in the west choose servers located in India and Bangladesh just to lower their costs.
This does not mean these countries provide servers that are any less compared to those provided in the west. But, manpower, tools, and techniques are inexpensive in underdeveloped countries.
Reducing the price by using servers that are at remote locations from your target audience feels like a good option in the small duration, but is actually costlier as it increases load time and you start to lose customers.
Google updates or other search engine tries to deliver the best results to all users in each country. Website Server location and IP address play a role, but the size of this role can be questionable. However, invariably, such a ranking factor is only one of many important ranking factors.
I reiterate the same thing. Choose a location for your hosting servers that are closer to your target audience. Your customers are the most important asset of your business, and should not be turned away for benefits that are short-lived.
Behind your Website’s SEO ranking, the hosting service is mainly responsible. Even if there are fewer SEO web hosting companies in the 2021 web hosting market. For that reason select a hosting service provider that is trustworthy, responsible, secure, with 99.9% uptime which will protect your website from all threats. Also will enhance the SEO of your website performance in terms of Loading Speed, Uptime, Storage, and security boosting online presence on google
I hope you find this information helpful and I also assume that you will consider all these factors while selecting a web hosting service provider so that the SEO of your website will not get affected.
Thank you for reading this article. If you have any suggestions related to this topic, please do not hesitate to comment on them in the comment section below. Or if you have any questions related to this article, and then also do not hesitate to ask the question. I will definitely try to answer it. That’s all for today, see you soon with another interesting blog!