When people start to put into action an international SEO strategy, some may think about things like a server. Meanwhile, server location can impact a website’s international SEO results, it doesn’t always do so in the ways people expect. Let’s look at the ways server location can affect international Search Engine Optimisation. Here are some techniques to improve a web page’s international SEO with reference to each of the factors.
Server location setting can affect local SEO
Server locations are used to determine local Search Engine Optimisation or local SEO. For example, if a server’s IP address is located in Delhi and the domain ends with .in, the search engine will give it a higher ranking in search results for Indian customers than it would for a site from the USA. This is especially true if the user was searching through google.co.in instead of google.com.
And anyone in the USA would see the opposite scenario; the Indian server with the .co.in domain will show up below the USA site if all other factors are equal. In either case, someone who is searching for a service is only going to see results for businesses search engines think are in the same country. This occurs because search engines want to show you the most likely results for the query and based on the relevant demographics of the searcher. Yet, this isn’t exact.
The webmaster search console could be used to specify that a website or parts of the website are relevant to a country. Another option would be changing the geographic location of the web server, though this would likely change your IP address. But, websites using a country TLD cannot choose a target country. Or, if your business’ website ends in .org or .com, the country target must be entered, or else search engines will determine it based on their own fact. They use factors like local SEO hints in the content, back-links to the website, and location references in the contact information and structured data about the site.
These local SEO hints are still important since a server based on the USA intended for an Indian audience will not rank well if the server settings say India, but it doesn’t have good SEO for Indian customers searches. In this way, it would be wise to work with an SEO consultant in India to enhance the site’s SEO.
Loading time – International SEO
According to the Research, 53% of mobile users leave a website that takes more than three seconds to load. The servers as close to the consumer as possible could increase the percentage of people who click on the link in the search results choosing to stay on the page. That, in turn, is read by search engines as a backing of the content, while a high bounce rate is seen as a vote against your content. If people leave the page immediately, search engines will start to reduce the rank of your website in the search results. That is aside from the fact that page load time is a factor in search engines’ determination of a site’s mobile friendliness.
Thus slow load times hurt you, and anything you can do to improve it will directly or indirectly increase your site’s search engine results page ranking. If most of your customers are in a specific country, then the best suggestion is to have your server there.
This isn’t effective for websites targeting customers all over the world. For such businesses, a content delivery network or CDN can help in the same results. Content delivery networks use data centres in different geographical areas to load files from the nearest data centre of the CDN you’re using, lowering latency and delays that customers experience when loading a website. A side benefit of using a CDN is that it shifts traffic to the CDN, reducing the potential performance degradation that can come when traffic fasten. Content delivery networks improve the reliability of content delivery, too, since if one server isn’t available, requests are sent automatically to the next available one.
Performance of the Server
The location of a server can end up overthrow its performance with regard to the user’s experience. Something businesses may need to consider is the infrastructure of the country where the web host is located. A server in a country with poor internet service is, by definition, going to struggle to deliver a website in a timely manner. This may or may not be offset by utilizing CDNs. There’s the option of paying for the best hosting, maximising delivery speed, and minimising downtime. However, having a web host give your website traffic priority won’t necessarily offset slow internet connections to and from the server. Likewise, locating a server in the same country as your customers don’t make up for poor server performance like slow pings, system outages, and high latency.
The location of the server can have an effect on both the page’s international SEO and search engine results page ranking. Knowing the right mix of server settings to local SEO on-page to technical solutions can make the difference between showing up near the top of the list and being hidden.