Search engine optimization is a broad field that employs a huge number of different strategies to help sites rank well in the SERPs. From producing awesome content to technical strategies like implementing caching to speed up a site, many web owners are familiar with the basic practices of SEO, but what they don’t consider is the potential benefit of using a specialist SEO host.
An SEO host provides everything regular web hosts do. However, they offer an extra service. Standard web hosts do not offer this: multiple IP hosting. Multiple IP hosting depends on a company’s control. They need a large block of C-level IPs. Unfortunately, not all companies have this control. They may not have enough different IPs. These IPs also need to be in different geographical areas. Therefore, they cannot successfully offer the benefits of multiple IP hosting.
SEO hosting companies allow their clients to make use of the large set of IPs they control, and that has a number of significant SEO benefits.
Hub And Spoke Optimization
Businesses often split their online presence. There are various reasons for this. For example, they might have a main site. They might also have several small satellite sites. These are also called microsites. Crucially, these smaller sites link back to the main one. The central site can be referred to as a hub, and the smaller subsidiary sites as the spokes.
Businesses might choose this. First, they might want to address specific market segments. They would do this on the spoke sites. Second, they might want to build a community. This could be around a specific product or service. Furthermore, this avoids cluttering their main site. The main site might serve several different goals.
Because links to a site are a major ranking factor in search engines, the links from the microsites on the spokes can give the hub site an SEO boost. However, if the same IP serves all the smaller sites, Google will notice and discount those links. Using a multiple IP hosting company can mitigate that loss of link juice by having its own IP serve each microsite.
International SEO
Google wants to give users the most relevant results. Often, this means results tailored to a specific location. For instance, if a French person Googles “croissants,” they’ll likely want a bakery in Paris. They’d be less interested in one in New York.
Google determines where a site is based on its IP’s geolocation and domain name. If a business begins offering services or products internationally, they are hindered from ranking in the new markets by their distant location.
Serving a site from an IP address local to the searcher can help a site to rank well in that market, and SEO hosting companies have the IPs available to make that happen.
Those are the major benefits of using multiple IP hosting. However, a webmaster might want to serve sites from more than one IP for many reasons. For example, a penalized domain might have previously been associated with an existing IP. As a result, this harms the site’s ranking through no fault of its own.
If your site’s SEO has been lagging in important markets or you would like to extend your network of sites to benefit from increased traffic from a neglected market sector, then choosing a reliable SEO hosting provider is an effective strategy.
