Why Downtime Kills Your SEO strategy

2 min read
Why Downtime Kills Your SEO strategy

In today’s world of electronic connectivity, a vast majority of consumers conduct their matters through the internet. This has caused businesses to compete amongst themselves in their effort to vie for a prominent, ideal online presence. A huge part of doing this is to pursue what is known as search engine optimization – or SEO for short.

Why is SEO important? Because whenever consumers look for something, they use a search engine, such as Google, which is the largest and most popular internet search provider in the world. So, a business that has a good SEO strategy is more likely to be noticed online by potential customers and, therefore, have an online presence that is conducive to success and growth.

The measure of how good a SEO strategy is for a business is the number of views that it gets that business’ website; or how many times said website is “crawled.” To illustrate how SEO works in general, let us take the example of Google once more.

The search engine giant notes – or “indexes” – a website for crawling depending on how many views it gets. It does this while factoring in things like how many hours of the day business A’s website is easily accessible, or even how easily/quickly accessible it is in general. If Google finds the performance of business A’s website along those lines to be favorable, it lists the website at a high position in search results. So, if business A – which sells shoes, for example – has a fast website that is accessible 24/7, it will be listed among the first results in a Google search for “shoes.”

But what happens when business A’s website experiences downtime?

In a situation such as this, Google will try to access the website at a later time. If, however, the website experiences complete downtime for extended periods of time, it will be deemed “unreliable” by Google’s Googlebot. The latter will then drop the website from its list of indexes until it can access the website again. This in turn will cause the website to lose its position in search results, causing it to be viewed by a smaller number of people. As a result, the business will suffer greatly, because it will be losing its exposure to potential new customers.

Clearly, then, downtime is greatly detrimental to a company’s SEO strategy.

But how does one prevent downtime? Simply put, by choosing a good web-host and by constantly monitoring your business’ website’s uptime. The latter can be done by using services such as Monitive, which allows uptime monitoring for websites in real-time. Furthermore, whenever there is an error code, the service forwards the user an alert, allowing speedy recovery. Another useful way of monitoring your website is by using Google’s own Webmaster Tools to check that none of your pages are in the crawl errors section.

A good SEO strategy, then, goes hand-in-hand with things like good web-hosting and prudent web monitoring and is hurt badly by downtime. The latter should, therefore, be prevented at all costs.

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