What is the impact of your web hosting on SEO?

When it comes to SEO, one of the criteria that is very important is the choice of your web host. Yet this is unfortunately often something often overlooked among webmasters. We will see in this article how your web host influences the ranking of your site in the search engines and how to choose a quality web host.

Why your hosting can impact your SEO

Server downtime

Downtime not only affects a website’s overall performance, but also its ranking in search engine results pages. Let’s take a practical look at this.

When a website crashes unexpectedly, it no longer appears on search engines. Finally, your site is visited daily by Google robots. If the crawlers no longer find your site, this will degrade the site’s SEO. In addition, the bounce rate of this site will also be impacted which will influence the authority of the site in a negative way.

To avoid downtime and get maximum uptime for your website, you need to choose the best host available for your website and use monitoring tools.

The page load time

The second factor to take into account when testing a web host is the loading time of a website . If a website is slow and takes a long time to load, it will directly impact your visits.

Matt Cutts, former head of Google’s “Webspam” team, also highlighted  the effect of page load time on website performance.

A faster website is good for everyone, but especially for users. Numerous examples have shown that accelerating user experience leads to increased usage. The speed of your website is therefore not only something that can affect your ranking in the search engines, it is also something that is beneficial for your user experience.

It is universally recognized that if a website takes more than two seconds to load, visitors are more likely to move on to the next possible option. The loading time of the pages of a website is therefore a very sensitive factor for its reputation.

Rental of hosting servers

Server location plays a vital role in providing your website visitors with a fast browsing experience. The proximity of the server to the target audience allows the audience to be redirected to your site more quickly.

Each website is assigned an IP address which is directly related to the geographic location of your website. Choosing a local host will make it easy to target local audiences and ultimately improve your site’s ranking in local search engines.

However, the location of the server also plays a role in the loading time of web pages. To remedy this, it is possible to opt for a CDN which improves the performance of your websites across the globe.

How to choose your web host

The criteria for choosing a web host vary depending on the type of site you manage and the volume of traffic you receive. There is no one perfect hosting choice for every type of website.

For example, if you have a small site that doesn’t get a lot of traffic, then a shared web host will be sufficient to support your site.

However, if you get hundreds of thousands of visitors per month, using shared hosting will likely have a negative impact on your site’s performance and positioning. In this case, the best solution is to switch to VPS hosting, in the cloud or on a dedicated server.

In order to find the best SEO friendly web host, an overview of these services can be found here . Several criteria can be used to compare the different host. We can cite the different offers offered, technical performance, ease of use, price and customer service. Here are some questions to ask yourself before choosing your supplier:

  • Does the host have a high level of performance?
  • Does your web host have an automated backup system or does it use a third-party plugin?
  • Can you install or purchase an SSL certificate for your site?
  • Does your host guarantee a high uptime of your site?
  • Is there any data or backup guarantee?
  • Can you choose the location of your data center?
  • Does your hosting include an integrated or third-party CDN?

Some SEO optimization tips for your web host

Set up geo-targeting

Location targeting is a great feature of the Google Search Console tool . This tool allows you to target the right audience globally, regardless of your server location.

If your website has a local domain such as (.fr, .be, .ch), you don’t have to worry about targeting the relevant audience, as they are likely to obtain it automatically. On the other hand, if your domain is global like (.com), you must identify the country you are targeting in the search console.

If you don’t set the target country in the search console, Google will follow the IP address to identify the website country which may become a problem later. Using the Search Console optionally allows a global domain to target a specific country.

Set up an SSL certificate

Confidence is huge online. If your site doesn’t seem trustworthy, then Google won’t trust you and you will have a hard time ranking. The same goes for your visitors. If your visitors don’t trust you, they probably won’t buy your products and services.

An easy way to improve your trust is to install an SSL certificate on your site. An SSL certificate will encrypt the connection between your server and your user’s web browser. This will allow the secure exchange of personal information. But in addition to reassuring your visitors, an SSL certificate will also help your site improve its ranking. Since 2014, Google has recognized SSL certificates as a ranking factor.

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