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Most people think keyword selection is the only thing that controls their rank in search engines. While it is very important, the fact of the matter is your web hosting provider plays a major role in the overall success of your SEO strategy

Take into consideration how much time and effort goes into starting a website. First, there’s researching, then designing, then writing web content, then optimizing for SEO. Some people even go a step further and hire SEO experts to ensure Google finds their website. 

But what many people fail to account for is whether or not their web hosting company provides reliable services. Choosing the right one can allow your website to receive an increase in traffic and better search rankings. Choosing the wrong one can have detrimental effects on the success of your website. 

In this article, we’ll show you the impact your web hosting provider can have on your SEO strategy. But first, let’s quickly dive into what an SEO strategy is.

What is an SEO Strategy? 

According to Backlinko, an SEO strategy is the process of planning, outlining, and implementing steps designed to improve search engine rankings. 

So basically, it’s the process you follow when you want to get organic traffic to your website through search results. 

While many website owners get caught up in creating the right content to boost their website’s SEO, some ranking factors can only be attributed to your hosting provider. So the web hosting company you choose plays a major role in whether your site shows up in search engines like Google. 

How Does Your Web Hosting Provider Affect Your SEO Strategy?

So what web hosting issues can impact your search rankings? 

Below we’ve identified five web hosting problems that can keep you from appearing in search results. 

1. Slow Website Speed 

One of Google’s official ranking factors is website speed. This plays a major role in determining where your site lands in search results and if it ranks at all. 

Because Google is so concerned with providing positive user experiences, they don’t want to rank sites that load too slowly. If your website doesn’t load fast enough, you are far less likely to receive organic traffic through search results

Websites that don’t load fast enough are known deterrents for many visitors. Search engines are much more prone to send traffic to sites that load quickly rather than those that are slow and sluggish. 

Because website speed is one of Google’s official ranking factors, they encourage website owners to take all the necessary steps to ensure their sites load as quickly as possible. 

That’s why it’s so important to choose a web hosting company that promises fast loading times

Not only will a slow website keep you from ranking well in search results but it’s sure to turn off any visitors who happen to find your site. The last thing you want is for potential customers to visit your site and grow impatient waiting for it to load. Then, they’ll leave your website in search of one of your competitors, which will ultimately hurt your revenue. 

It’s worth mentioning, however, that other factors can cause your website to load too slowly. Having oversized photos or a lot of animations are a couple of things that can make a website run slower than normal. 

To check the speed of your website, we recommend visiting any of these sites:

2. Uptimes/ Downtimes And Database Connection Failures 

Downtime is when your website is down because of issues with the server. Usually when this happens, it’s related to some problem with the host.

Uptime is the opposite. But, because uptime is not something you’re able to increase by your efforts, you have to depend on the reliability of your web hosting provider

In addition to uptime and downtime is something called a Database Connection Failure. You’ve probably visited websites before and seen one of the following messages: “Internal Server Error” or “Database Connection Failed.” 

These phrases indicate that the database on a website can’t be accessed. This usually occurs when too many users are trying to access the database at the same time. 

The ideal option to avoid any of these issues is to go with a web hosting company that offers 100% uptime. That way, your website will not experience any downtime at all. 

But the problem with a lot of providers is that they aren’t able to make this claim. Many, however, come close and offer a 99% uptime guarantee. But even if your website experiences 1% of downtime, that tiny little percentage is significant enough to affect your search rankings. 

Search engines like Google are all about catering to the user. They want to provide searchers with exactly what they want to see when they want to see it. Their goal is to ensure users always have a positive search experience. 

To accomplish this, search engine spiders will visit your website multiple times per day to scan it for information. If they happen to visit during periods of downtime, they’ll flag your site as unreliable. Because search engines don’t want to display unreliable search results high up, your rankings will drop. 

Aside from SEO, downtime also impacts your site’s authority and leaves website visitors with a poor impression. That’s why we recommend selecting a hosting provider that offers as much uptime as possible (here at Legion Cloud, for example, we include a 100% uptime guarantee as part of our web hosting services). 

This way, when people visit your website, they will have no trouble accessing any of your information. 

3. Location Of The Server 

Search engines send traffic to your website based on where the user is located. If a search is conducted in the United States, for example, the results the search engine displays will predominantly be from websites based in the U.S. 

Search engines evaluate the location of your website when deciding where to place it in their ranking. Your location is determined by your IP address (the label used to identify your network). This is assigned to your website based on where the server it’s hosted on is. 

That’s why you want to use a web hosting company that operates in your country or region, or has servers that operate in your area. This will increase the likelihood of your site being viewed when searches are conducted in that region. 

Get started NOW with your Cloud Web Hosting FREE trial.

4. Secure Site/SSL Certificates 

Trust means everything on the internet, just like in every other business. As such, your website should use Hypertext Transfer Protocol Secure (HTTPS) as a minimum to encrypt incoming and outgoing data from its site and build trust with your visitors.

You can accomplish an HTTPS-based site by installing an SSL certificate. If you don’t, visitors who come to your site will get an alert message warning them of the potential danger. This can make them leave and never return. 

Legion Cloud, however, ensures the security of our hosting, and we provide SSL certificates to avoid showing alert messages like the ones mentioned above. Our AI-powered security feature alerts users about any failures and bugs to prevent security problems. 

5. Backup/Loss Of Data 

Nobody likes to think about it, but the loss of data is something that can occur with any website. 

Take a second and consider what it would mean for you if you suddenly lost any of your website data. How would it affect you? Would you have to create a brand new SEO strategy from scratch? 

Sadly, many website owners have experienced this tragedy. An attack from some hacker that wiped out all their data suddenly hit them. A loss of data can lead to a decline in search rankings and be detrimental to your website

That’s why we advocate for choosing a web hosting company that has a suitable recovery plan. Then, you can rest assured knowing that if disaster strikes, your data will be protected. 

Conclusion 

When deciding on your web hosting provider, you may be tempted to go with popular brands that offer the lowest prices. While price is an important factor, it shouldn’t be the sole basis of your decision. 

One of the most essential factors in the success of any website is visibility. Without high placement by search engines, your website won’t be viewed nearly as often, regardless of how great your content is. 

Having a good SEO strategy is about much more than optimizing your website with the right keywords. Your web hosting company plays a vital role in your ability to carry out your plan. They can greatly impact whether your site is visible in search engines. 

That’s why we recommend doing a web hosting comparison before choosing your provider. Some things regarding SEO are outside of your control, and you might have no say over how search engines operate and all their inner workings, but you can control who you select as your hosting provider. 

Choosing the right one will leave you with peace of mind. You’ll be secure with their web hosting services, knowing your data is protected and that your site won’t go down. Then you can worry less about your website and focus more of your time on running your business. 

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Bree is a content strategist and writer for B2B SaaS, tech, and video-based companies focused on clear writing and real results (one of her clients saw a +60% increase in product downloads after rewriting their copy). In her off time, she's adventuring around Arizona with her husband and two dogs, gaming with friends, or dressing and researching all things vintage.

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