How Website Hosting Impacts Your SEO

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Search Engine Optimization or SEO may sound like a buzzword, but it’s the means by which a company climbs the seemingly-inescapable online food chain. When a user looks for a particular service on a search engine such as Google, he or she will likely opt for the first result. CEOs invest millions in Search Engine Optimization, considering that consumers justifiably assume that a website with the close proximity to the top of the Search Engine Results Page will prove reliable. Website owners have to consider that the overall performance and SEO of a website depends on the website hosting (a service provider which gives a website a home base on a server). Ultimately, website hosting significantly impacts Search Engine Optimization.

A large majority of the world’s population use search engines – which makes the entire process of SEO seem like a food chain or some such Darwinism: It’s “survival of the fittest,” as far as climbing the ranks on Google. An algorithm mandates which websites dominate the search-engine-hierarchy. Even if a user does not know much about the process of SEO, he or she will make decisions based on Google’s ranking algorithm – by defaulting to websites at the top of the Search Engine Results Page. Users enable the Darwinist construct that most “fit” websites take priority.  

websites take priority

The place where a website resides proves a determining factor in SEO. Therefore, if the website hosting proves unreliable, users may not have exposure to the website at all. Notable aspects regarding website hosting that impact SEO include the following:

Website Speed

Computer scientists and software engineers who work for Google developed an algorithm that automatically ranks websites based on performance speed. If a particular website hosting does not allow users to load information from the server to the browser quickly, Google will gather that the site functions poorly. By designing methods to rank websites based on website efficiency, developers have established a relationship with users based on trust. Users expect Google search engine to output high-quality results quickly. Plus, users now expect to easily navigate the first few results that appear in any search.   

Search Engine Traffic And Bandwidth

Companies have stake in growing search engine traffic because an increase in website visitors will likely correlate with sales growth. When a website significantly gains more traction from people viewing the site, the quality may decrease because of bandwidth; essentially, the website will have more trouble sending data at a particular speed. Google’s ranking system may then record that the website performs slowly. Website owners pay a website hosting for proper bandwidth. Some companies will choose to stray from a shared host because of associated traffic.

Uptime and Downtime

Uptime and Downtime

The meaning of the word is exactly what it says on the label. The uptime of a website equates to the time the website stays up and running. Downtime proves detrimental to SEO results, and website owners recognize that it’s important for the site to recover quickly. Businesses want the website host to provide sufficient uptime, so that the user experience will stay consistently positive. Otherwise, Google will not want to inadvertently endorse a poor-quality website by keeping the site in the list of results that users will easily encounter. Google LLC remains an industry leader amongst search engines (excluding China) by filtering results. By using an algorithm to set a standard in quality, Google maintains a reputation of reliability and consistency.

If a user struggles to visit the site or the site remains inaccessible, Google’s ranking algorithm will output a negative result: the SEO will suffer. Downtime – meaning the antonym of uptime – also matches its title. A website will not run during downtime because the information from the server fails to effectively interact with the browser. In the case of downtime — a website server will spit out a code entitled 403 (or another number in the 100s): it’s an error message that users encounter. The fewer users see the 403 code, the more a website’s SEO will improve.

Website Hosting with an SSL Certificate

An SSL (secure sockets layer) Certificate, in general, makes the website more suitable for Google users to trust. Therefore, Google will give a higher rank to websites with an SSL Certificate. A website owner should consider whether a website host includes an SSL Certificate. If the website host does not have an SSL Certificate, the site may enable hacking problems. Without an SSL Certificate, information will go from one computer to the other without privacy: hackers will have a much easier time taking down unsecured credit card information without the privacy and security measures associated with an SSL Certificate.

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