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How Hosting and The Location of Hosting Affects Search Engine Optimisation (SEO)

An often-overlooked component of thorough, professionally applied search engine optimisation (SEO) is web hosting. Hosting plays an integral part in search engine optimisation for a number of reasons. Whilst website owners and SEO professionals direct their efforts almost exclusively at on-page factors and link building, most will spare little thought (if any at all) to the actual hosting of their website. When ranking differentials, especially on popular keywords and keyword phrases are incredibly marginal, you will appreciate any SEO assistance you can squeeze out of the scenario. Where you host your site can potentially offer that all-important distinction and might be the difference between flying high on page one of Google for competitive phrases or languishing in the lower reaches of the Google returns, out of sight, out of mind.

As in most walks of life you tend to get what you pay for. If you used a shared hosting plan, you will probably find that you are sharing your hosting with numerous (possibly hundreds) of other sites all hosted on the same Internet Protocol (IP) address as you. If only one of these sites causes trouble and is flagged as rogue, your site along with all the others being hosted on that same IP could be seriously, adversely impacted. Your search engine ranking positioning (SERP) could take a big hit in the process. All the meticulous work you have invested in your SEO - the crafted content, the beautiful structure, the lean, clean coding and the authority-promoting inbound links cultivated over months and months of off-page SEP - will most probably be undermined. If you have taken professional SEO advice and entrusted your organisation's Internet presence to a specialist company or consultant, then this is the moment that things come unstuck.

A simple check is to have a look at the IP address of the websites ranking well on popular search terms in your industry. It's more than likely that you will identify at least 70% of them to be hosted on unique IP addresses. They appreciate the potential grief of developing weak SEO muscle through association with sites of dubious reputation, and have already taken measures to place themselves one step ahead of the game.

It's best to get the foundations of your SEO campaign securely in place before committing time and money. Weak fundamentals might lead to the collapse of the project further down the line - it's not worth spoiling the SEO ship for a ha'porth of hosting tar.

As well as checking for shared hosting and if necessary securing a dedicated IP, there are other aspects of your hosting optimisation that need to be addressed. It's important to look closely at the overall reliability of your hosting provider and the package you have. If, for whatever reasons, your site is suffering outages in site uptime, there will probably be search engine indexing gaps. GoogleBot and the other engines are continually crawling the net collecting snapshots of sites with which they update their indexes. If your site's down they'll pass you by. It gets worse… If your site is completely down or responds with a server error page, Google will come back later and try again. After several attempts they will give up and remove you from their index. In other words, you lose all the traffic you get from searches in Google if you suffer repeated or lengthy periods of downtime.

Matt Cutts of Google says: "Sometimes temporarily down pages turn into truly-gone-forever pages, so we have to drop those pages at some point. But it's also true that we go back and revisit those pages pretty often and try to recrawl them in case the site comes back up." Best not let an inefficient host give the wrong impression to the search engines.

A recent factor in the Google algorithm is load speed, especially if your page has acquired authority and climbed to the front page of the SERP's. High ranking tends to mean high traffic volumes; if users bounce before the page has finished loading this can have a negative impact on your SEO strategies. From a search engine's perspective, if the user bounces it's likely that the page found in the search results is not what the searcher is looking for, ergo that page must have little relevance.

It's also the case that not everybody has a broadband connection. Others use comparatively slow WiFi, and mobile users can be subjected to slow data transfer rates. These users will probably experience slower site load time. Don't let your inefficient hosting bounce them and damage your SEO.

As if to underline the concept, Google have recently optimised their Adwords pay-per-click product. Whereas it used to be the case that the higher you bid on keywords the higher you ranked, this is no longer strictly the case. Load speed has been added to the ranking formula meaning that it is actually possible to rank higher in PPC listings with a lower bid, purely because the site loads faster.

When it comes to whether the physical geographical location of the hosting plays any role in SEO, there are divided opinions. Some professions assert that IP Addresses (specifically Geo-specific IP Addresses) have no impact whatsoever in regards to Google, MSN, and Yahoo!. Unless you are doing PPC with the engines, then it might have some bearing on where you are advertising. They regard the whole concept as rather 1990's. On the other hand there are those that firmly believe geographical location of the host to have a bearing on SEO and rankings, especially as Google focuses more and more on personalisation using any factors available to its search algorithms to laser guide returns as tightly as possible.

There are plenty of anecdotal experiences suggesting that either case might be true but it's best to err on the side of caution in our view and play it locally as much for the speed issues and reliability of service than for any specific geographical/algorithmic considerations.

How Does Flash Affect Search Engine Optimisation (SEO)?

Search Engine Optimisation (SEO) doesn't just happen. It's conceived, it's crafted, it's honed. It's the product of much research, development, experience, insight, creativity and application, There's only one top spot for any given keyword or keyword phrase; there's only one first page. If you're not on the first page on your chose search terms, you will struggle. If you're not on the first three pages, then forget it - back to the drawing board. The world of search engine search returns is a competitive space, especially in the more popular industry sectors and with the more popular search expressions.

It's a tough job at the best of times. Why would any organization or SEO company choose to make it any tougher? Sounds like a non-question really but the odd thing is that many companies do choose to take the path of most resistance. They chose to develop sites using Flash, and Flash flies in the face of SEO fundamentals.

A site built entirely in Flash faces enormous obstacles. Whilst both Google and Yahoo! have started to implement forms of indexing the content from combined Flash/SEO sites, the jury is well and truly out as to whether these new developments will yield any real SEO benefits, especially in competition with highly optimised HTML sites.

Adobe recently announced that they were releasing technology to Google and Yahoo! that enables them to crawl and index SWF files, making them searchable. The 'opening up' of millions of Flash files to search sent SEO consultants and marketers across Internet land scrambling to study, learn and adopt the latest tricks of SWF optimisation. SEO Consult was no exception and we are exploring in depth all the potential advantages and best practice techniques to offer the SEO benefits that might emerge from these new developments.

Traditionally sites using embedded Flash or Flash elements that are usually externalized don't suffer too badly, as the site will probably be comprised of standard HTML elements that can benefit from optimisation. SEO is normally the first thing to suffer though for sites built entirely in Flash. Here are some of the issues that developers face.

URLs of Flash sites are generally static, irrespective of where people navigate to on the site, in effect meaning that from an SEO perspective you only have one potential entry page - the main URL. Tens, hundreds, or thousands of potentially indexable pages are missed out. When the only potential landing page in the search engine listings is the home page, it is can be very limiting and it is very difficult to target a healthy assortment of keywords and keyword phrases, potentially eliminating SEO results or rankings. It is possible to develop unique frames or even movies within movies that appear to be completely unique portions of the Flash site. However there's no way to link to these individual elements.

One of the most important criteria of SEO is contextually relevant site content, ideally in the form of nice clean text upon which pages can be evaluated against queries. Search engines primarily read HTML text (although some also read text in the PDF format). Google can index the output files in the SWF to see words and phrases. But in Flash, a lot of text isn't in nice clean

or

tags, it's jumbled up into half phrases for graphical effects and will often be output in the incorrect order. Often words are broken apart into individual letters to animate text effects. Text displayed in graphic form including Flash can only have a detrimental effect on SEO results. It's true that Yahoo! and Google have both recently introduced enhanced capabilities in reading content within Flash, but these developments might be regarded as to only serve as a distraction to genuine SEO.

In an age when many users are taking their data on the move, it's also worth noting that very few mobile devices have the capability of displaying Flash content, despite Adobe's 'Flash Lite' seeking to change this. Whether lean HTML content will be usurped by Flash in the longer run remains to be seen. It's likely though that function will triumph over form for the foreseeable future.

Flash sites struggle to earn link juice. A lot of Flash content is only linked to by other Flash content wrapped inside shell Flash pages. This weak succession of links, with no other internal or external URLs referencing the interior content, equates to some very low PageRank/link juice pages. Even if they manage to stay in the main index, they probably won't rank for anything. Whilst an all-Flash site may receive plenty of links to the homepage, interior pages almost invariably suffer. For embedded Flash content, it's the HTML host page earning those links when they do come. Flash text can be hard to copy and paste unless built properly and even then linking still isn't common practice.

Flash can be, and often is, used for great effect on the Internet, although it's probably fair to say that many Flash developers can get a little carried away, paying closer attention to Flash than basic usability issues. Whilst acknowledging that there are mixed opinions on the application of Flash and mixing Flash and SEO on the Internet, perhaps the lack of Flash/SEO compatibility is best revealed by examining the top 50 search returns on a competitive term in a specific industry sector and realizing that in fact there are very few (if any) totally Flash built sites.

When it comes to developing Flash solutions with SEO in mind, it's not a simple case of it just being more difficult to do. SEO and Flash are just culturally divorced. Oil and water. Bedrock SEO concepts such as anchor text, headlines, bold/strong text, img alt tags, and even title tags are not simple elements to properly include in Flash, and more often than not won't be properly included.

What is Home Page Search Engine Optimisation (SEO) vs Full Site Search Engine Optimisation (SEO)?

SEO is not just about your site's homepage. For better or for worse, it's about every page of your site. Every individual page stands on its own merits and can fly or die based on its unique interaction and relationship with other internal and external pages, it's content and it's structure. It's this fact that makes full site search engine optimisation (SEO) such a potentially rewarding marketing option. You're not limited to a narrow range of keywords or keyword phrases; you can sculpt and mould content to meet your specific business objectives, attracting and guiding traffic while all the time using your strongest pages to power the rest. Approaching SEO as a site-wide, page-by-page discipline will, if applied intelligently with planning and insight, yield successful and long lasting benefits.

If your SEO has been conducted professionally, not just your home page but every page on your site is a potential landing page. Each page on your site has the opportunity to make a positive first impression, to provide content or information of interest and to lead visitors to a call to action. Don't spoil your home page, giving it all your SEO attention at the expense of the rest of your site. Every page on your site is potentially a home page, with holistic SEO techniques used to drive traffic and deliver business rewards.

Home Page Search Engine Optimisation (SEO) vs Full Site Search Engine Optimisation (SEO)? It's not a simple question of either or. It's a question of both.

Many SEO professionals consider there to be three main pillars of SEO - Structure, Content, and Links. They're all interrelated, with effective SEO the product of great content applied across a well-structured site attracting authoritative inbound links. Of those pillars the structure of a website is often one of the most under rated aspects of SEO, not just with website owners but also by experienced search engine optimisation companies and consultants. Website structure consists of several intertwined elements including coding, internal links and the nature of technology applied to the site build. Failure to structure a site professionally will completely undermine site-wide SEO. You may end up with individually successful pages but will miss out on the internally generated authority evolution.

HTML has evolved. Modern versions such as CSS 1.0 and XHMTL offer clean, semantic and search engine friendly solutions. Light, tight, clean coding.

Cascading Style Sheets (CSS) enable developers to remove redundant design code from a website and place the content closer to the start of the document, whilst at the same time reducing the code to mark-up ratio. CSS also facilitates easier, more cost-effective site maintenance by separating content from style.

The conversion of a website from table based to pure CSS based design will decrease the amount of code by somewhere in the region of 40%. All the major search engines appreciate streamlined code, especially Google, with many of the best ranked SEO companies themselves applying CSS based deigns.

Search engines care immensely how web masters categorize and label their own content - Internal Site Navigation. It's recommended that every website have a user accessible XML Sitemap linked from every page then submit it to Google sitemaps and Yahoo! Site Explorer, not only to assist user navigation but to generate internal link juice. The more internal links you have to a page, the more internal strength this page will accrue. Some SEO specialists report that one relevant contextual link from your own site can be worth more than 10 good external links.

Most sites with indexing problems are suffering from an inefficient internal page linking structure, with the biggest issues relating to JavaScript and CSS navigation systems that the search engines struggle to crawl.

Create a Robots.txt file that defines your sitemap and lists exclusions. Though the robot.txt file does have uses when used to prevent unnecessary or duplicate information being indexed, failing to manage the it properly by listing exclusions will cause spidering problems as it might inform the search engine's content fetching robots that they may not fetch that particular page.

By sculpting PageRank Flow using the no-follow tag you can cap off the flow of PageRank to pages considered unimportant from a search point of view. For example, though a Privacy policy page may be useful to customers, there's probably little point in it being picked up by the search engines. By capping off PageRank to pages like this, you increase the relative importance of other more important pages such as those relating to products or product categories.

The engines are not at all keen on dynamic or session-based URLs and URLs with more than one or two variable parameters. This can create duplication problems or inconsistent indexing. By far the best approach is to apply static URLS or mask your dynamic content by having it appear as a static URL.

A lot of dynamic websites present the same content on multiple pages. An example of this is the 'view a printer-friendly version of this page' option offered. A better web solution would be to develop a printer-friendly Cascading Stylesheet.

It's always good policy to purge any unnecessary URLs from the site. Create static pages by applying forms that allow the posting data to reduce page count. Multiple URLs can confuse spiders to the degree that they don't index the catalog properly and some of the main content pages are not cached.

Ideally all individual pages should benefit from the complete range of 'on-page' SEO that is normally applied to the Home page. Title tags, H1 tags, high quality keyword rich content, alt tags, and even meta tags should be optimised before moving onto organising external links. Since 'off-page' factors are more difficult to directly influence, many experts are of the opinion that on-page and site-wide SEO tactics will become increasingly important.

At SEO Consult we apply expert site-wide SEO techniques. Not only do our developers pay close attention to client home pages, but also work across the whole site generating authority, driving traffic and fulfilling business objectives.