Dedicated I.P Address – are they beneficial?
A dedicated IP (Internet Protocol) is a unique Internet address dedicated exclusively to a single hosting account. This is in contrast to the normal configuration of several hosting accounts residing on a single server and sharing its IP address.
Dedicated IP addresses let you:
- Use an SSL certificate on Web & Classic hosting accounts
- View your website via its IP address.
- Access your accounts by FTP or the Web when the domain name is otherwise inaccessible, such as during domain name propagation periods.
- Ensure faster response during periods of high traffic load
What is the difference between a Shared and Dedicated IP address?
The difference between shared and dedicated IP addresses is quite simple. A shared IP address is a single address used by multiple websites within one web server. In this case, the web server should do some extra work, parsing the user’s request to the correct website. Having a Dedicated IP address means that the website has its very own address, and you can use either this IP address or the domain name of your website to access it from the web.
There are a lot of reasons why it is recommended to use a Dedicated IP address for a website hosted on a Shared server, but we shall look through the main ones here:
- It grants access to your website any time you need
Sometimes, it is quite necessary to check how the website is going to look before pointing the domain name to the server and launching your website on the web. A dedicated IP address will provide with the ability to access the server directly without changing DNS settings for the domain name.
It is beneficial for the email sender’s reputation
As it was already mentioned above, having your website run over a single IP address may cause unpredictable difficulties, and email service may also be affected in this case. There are some situations when some user, sharing the same IP address with you gets banned or blacklisted for spamming which may possibly affect your email service as well. Using a dedicated IP address for email isolates your service from the abuse consequences where others are at fault.
- It is good for a business identity
If you are going to host your own online store or other e-commerce related website, and you are not going to use additional third-party services for handling payments, it is quite necessary to grab a Dedicated IP address and an SSL certificate for the website in order to provide security for your customers’ data. Customers will feel more safe making transactions on the website which uses a dedicated IP address.
It is required for particular third-party applications/scripts
Sometimes, a particular application or script that you may wish to run on your server requires a dedicated IP address.
In August 2010, Cutts released a video in response to a question about whether shared hosting negatively affects a site’s ranking. The question and response dealt specifically with the presence of spammy websites on the same server as “normal” websites. However, a lot of people took Cutts’s response to mean dedicated IP addresses were not necessary to “protect” those regular sites, and would not offer any SEO benefit.
However (You knew there was a “however” coming, right?), 2006 was a long time ago, and by Internet standards, so was 2010.
Things have changed since then, including Google’s algorithm, and how rankings are determined. One of the factors Google now looks at when ranking sites is page load speed.
Fast forward to an August 2013 video, where Cutts explains that page load speed is a ranking factor, and that this is true across the board, whether sites are accessed via mobile or desktop. He also says Google will “…continue to look at ways to improve the ways that we [Google] find out how fast a site is, the page speed for a particular page, and then try to figure out whether it makes sense. OK, if we want users to be less frustrated, then maybe it does make sense to incorporate that more into our rankings…”
- A dedicated IP can help increase your site’s speed.
- Google considers page load speed to be a ranking factor.
Therefore, a dedicated IP address may be a factor to improve the SEO value of your site.
That said, a dedicated IP address is not going to magically transport your site to the number one position in Google’s search engine results pages (SERPs). But here’s the thing—if you’re trying to help your site rank well, don’t you want to give it every advantage possible? If there are 15 things you can do that may help your site do better in the SERPs, why would you only do 12 of them if you can do them all?
So along with creating high-quality content, ensuring that content isn’t over-optimized, building a solid site architecture, and the numerous other things you can do to make Google like your site just a little more, paying a little extra for a dedicated IP can be a good investment in your site’s future.