Even though many people overlook it, the location of the server plays a significant role when it comes to hosting. Unfortunately, some hosting providers also strive to keep their customers in dark about the server’s location.
The server location simply refers to the actual location of the data center where your website is hosted.
For instance, the HTS data center is located in India.
So let’s say, if most of your target audience resides in the United Kingdom, it is best to select a hosting company that offers data centers in the United Kingdom.
Similarly, if your target audience is Indians, HTS is your best bet for all of your web hosting needs because HTS has its own data center in India that offers a full array of hosting resources.
Slow-loading websites frequently upset users and have a negative impact on businesses.
It could be because the hosting provider's data center is located far away from the user. As a result, the user must select a hosting provider whose server location is as close to him as possible.
In this article, we will cover the importance of server locations for your website as well as for conversion.
Significance of server location
Let us understand the importance of server location with the help of an example.
Assume that if your website takes more than 3 seconds to load, half of your visitors will abandon it.
To avoid such a scenario, it is necessary to choose a server location that is closer to your audience.
Because the location of your website's hosting server has a direct impact on its speed.
This will help to shorten the distance your website data must travel, thus reducing loading time and enhancing page loading speed.
However, when it comes to mobile e-commerce users, even little speed improvements can have a favorable impact.
So, if you own a website, you should choose a server location wisely. First, conduct some research to understand the geographical location of your consumer base. Then, ask your hosting provider if it is possible to allocate your website to a server in that area.
Apart from the page load speed, your server location affects the search engine ranking of your website also.
The dwell time of a visitor grows as they spend more time on your website.
A “dwell time” is the amount of time a user spends looking at your website after clicking on the link from a Search Engine Results Page.
Whereas, the term “bounce rate” refers to the percentage of visitors who view one page on your website only to click to another page on or off your website.
Thus, both dwell time and bounce rate, are crucial factors that search engine takes into account when determining search engine rankings.
Search engines such as Google allows all its users to designate a target nation in Google Search Central.
Suppose you decide not to choose a target country, Google will look at all features of competitor websites and determine the physical locations of your server based on the following factors:
The IP address of your server
Content of your website
Backlinks to your web page.
Conclusion:
In a nutshell, the location of your hosting server should be close to your target audience. As a result, your website and web pages will load faster and you will rank higher in Google search results. Furthermore, it will assist you in improving your SEO.
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