The Impact of IP location
I recently came across a blog post emphasizing the importance of ip location when targeting country specific traffic. The difference might surprise you!
To summarize the original poster decided to upgrade his webpage and while doing this his host switched his site from a UK to US IP-address. Shifts in traffic are rather dramatic and visibility in the organic list is definitely something worth taking into consideration. Which is why I thought this would be interesting to share.
The site owner saw a 15-20% flux in rankings over night only due to ip-locality. Down went his UK rankings, whilst his US rankings increased.
It’s said that ip-locality can be re-routed via Google webmaster tools, however his rankings where still affected regardless. The webmaster in turn noticed the following:
”Ive played with the GWMT International Targeting settings and found setting our .com to target the UK improved impressions in the UK but reduced impressions in the US. Thats pretty understandable. I dont think the change had as powerful effect on UK rankings as the IP change did.”
Matt Cutts was asked in the 2013 whether IP’s made a significant difference and give this the following statement:
”In an ideal world it would be wonderful if you could have a separate IP for each domain and have it placed in different domains.”
Most webmasters are probably in the dark and completely oblivious to the importance of IP-location. Furthermore, multilingual site owners could probably see increases in traffic just by using proxy ip’s. This can be solved simply by asking your host to give each site a unique ip-address to the target country or by switching to a SEO-hosting provider.
Learn more about Seo hosting.