The job of Search Engine Optimization (SEO) is to ensure that your server gets a better ranking in search engine search results. nowadays, lots of people are going online with an amazing business plan. Be it easy access to cab services to easy access to all kinds of books or any other e-commerce sites, the internet is bringing people closer and hence making it all the easier to target users. It is an extremely useful tool to set up your business and all you need once you have set up a website is higher rankings. Google being one of the most used search engines worldwide affirms that a higher google ranking is essential.
It has always been a matter of debate how likely the location of your server is likely to affect these rankings. There are about 200 factors that Google takes into consideration while ranking sites. Some of these factors are likely to affect the ranking more than others. Factors such as security of the site (SSL certification), speed of loading, name of the site, content quality, backlinks, mobile-friendly sites, etc. have a major effect on the ranking of the site. Location is a much trivial factor compared to such factors and though it affects the server ranking, its effect is marginal. There are lots of factors you have to overcome before the location of your server can have a considerable effect on the ranking of your site.
There are so many ways that the location of your server is likely to affect your online presence, but none of these effects due to the location is too pronounced. The other factors have a bigger role to play to set your ranking. Here are certain ways in which the location can indeed affect the rating of your site.
As mentioned earlier, the very first thing that the location of your server is likely to affect is the google ranking. This is not so simple and it is not a matter of scanning your IP address and making a choice. A lot of factors together decide how you are likely to be ranked by Google.
If you are running a site for a global audience, then you are likely using an extension such as .com or .org. These are globally accepted domain extensions and if you have such a gTLD tag then the location of your server is not likely to affect your ranking. You can easily reach out to a global audience using any remote server from anywhere in the world.
However, if you are providing some local services to a remote location it is wiser to go for a local server. Firstly, if you are giving local services in the UK or India, then the likely extension of .uk or .in is likely to fare you well. This can only be achieved if you are using a local server. Secondly, say you are giving a service such as migrating to the US from the UK using a server in the USA. This is a service for UK residents but since the server is based in the USA, it will come up more easily in the USA circle than in the UK circle.
Thus it can be concluded that the kind of service you are offering, and the audience you are offering to play an important role in google ranking. In short, if you are catering to a local audience, then it is better to go for a local hosting service provider, however, if you are aiming for a global reach, then the location of your server is not likely to affect your online presence.
One of the most important factors for any website to be successful is the speed with which it loads. In fact, speed is such an important factor to consider, that Google uses it as a factor while ranking a site. To put it simply, a faster loading site will be ranked much higher in Google than a slow loading site. There is also the factor of being appreciated by users. The Internet nowadays has become very fast and users are habituated with fast services. If your site is taking time to load, then users are not likely to use it and for alternative options causing you losses. Thus, you have to have a fast loading site under any account.
Now, say, you are offering a service in China but your servers are located down south in Australia. In this situation. All the information traveling to and from your website will have to make multiple “hops”. The more the number of “hops” for such information, the more the time it will take for the information to travel leading to slower loading sites. In easier terms, if you are providing a service locally and have a server elsewhere, then your site will be slow costing you both Google ranking and users.
A great thing about choosing a server from a different location is that it may provide you with better deals. If you want very high-end technology you can go for servers situated in Germany or the US where technological growth has been tremendous. If you are looking for good specifications at a cheaper rate, then choosing servers from India and China is the ideal solution- they can provide cheaper rates because of the extensive market with lower operating costs. The location of your server can have a marked effect on the price that you have to pay to keep it running.
It is tricky to ascertain how much of an effect the server location is likely to have on your online presence. There are valid arguments that support both the ideas that server location does have an effect or it does not. There is no conclusive answer to this dilemma. However, it has often been observed from practical experience that websites are more likely to function much better when they are hosted on local networks contrary to the remote ones.