Tag Archives: shared ip address

Doctors, Dentists, Lawyers Victimized by Website Providers

Busy Professionals Victimized by Web Charlatans

I’ve worked with doctors, dentists and lawyers who have Web sites and wonder why the  site doesn’t enhance their practices.  They  have a perfectly good-looking site, developed by people who specialize in their very field, and the site just sits there looking good!

The problem is that these busy professionals are being victimized with Web sites that look good but are built so that looking good is all that they’ll do–they won’t help grow the practice.  And the purveyors of the site won’t give you good advice in that area, either–they are more interested in booking quick, high-profit cookie cutter jobs.

If you ask about search engine traffic, you’re likely to get an answer such as “We are not an SEO company, we are a Web site company.”   That’s certainly true; these outfits are not SEO companies.  But I think they should instead say “We will give you a Web site that looks good but will never ever bring you any visitors from search engines.”

In this issue, I’ll tell you some things to look for if you’re a professional looking for the development of a new site.  I’m not an artist so don’t do site designs myself, but I do advise clients who are having a new site developed.  If you’re getting a new site you can engage me to help you through the cycle, reading and evaluating proposals, helping choose a vendor, giving them some guidelines and evaluating and testing the result.  But these guidelines will give you a good start at it.

WordPress

The first question to ask:  are they using WordPress to build the site, and can you host the site that’s built on any hosting service of your choosing?

There are many reasons why a small business site should be built with WordPress.  Most of them stem from its popularity–more of the world’s sites are hosed on WordPress than any other platform.  So you can always get someone to work on it, and if you want to add function to it, someone has probably built a plugin to do just what you want.  And because it’s free, even the best add-ons that you have to pay for are cheap.

If the developer doesn’t propose WordPress right away as their first choice, choose someone else.  You don’t want to force them into using a development platform they don’t like or aren’t  not familiar with.

Hosting Service

Usually these folks will provide hosting service for the site after it’s built.  That’s a good thing, actually, because you need hosting service, and it’ll be convenient for them to make any changes to the site you may decide you want.

However, there are two issues that you should verify about their hosting service:

HTTPS

First, Google gives an edge to sites that use HTTPS, the secure version of the Web protocol HTTP.  If you’re getting a new site, the time is ripe to start with HTTPS.  Leading edge companies are using it now.  The developer may not propose it, but they should not resist at all a request from you to implement it.  Here, too, if they don’t want to do it, don’t waste time with them–move on.

It’s worth using HTTPS just for the Google search position bump you’ll get.  But it’s also timely because it protects site visitors’ communication with the site.  The FCC is now toying with rules that may allow users’ browsing data to be sold.  In that environment. competitive factors dictate that we keep that information to ourselves through use of HTTPS.

Dedicated IP Address

Your IP address is the numeric Internet address of your site.  If your hosting service shares your IP address with other sites, then if one of those sites behaves badly, your shared IP address can end up on one of the lists of banned IP addresses that are shared among Internet service providers.  The more other sites share your IP address, and how they are connected, has a lot to do with how much risk there is.

This subject has some complexity to it.  I’ve written a post about it, that includes an easy way for you to test whether your IP address is shared by any other sites.  You can also use that same method to look at the IP address strategy of major companies.  I suggest looking at the IP address sharing strategy for IBM, GE and GM.

If your developer tells you that there’s no reason to have a dedicated IP address, then they’re not telling you the truth, and you should move on.  You may decide, after reading my post, that you don’t need a dedicated IP address.  Certainly, though, you don’t want your IP address shared by a large number of sites.  If your IP address is shared by, say, six sites, with companies all well known to the site provider, than maybe that’s OK.  But if your IP address is shared by 100 sites, then that’s an issue.

Duplicate Content

If the content of your site duplicates another site’s content, then Google will decide which is the original and not index the other.  That is, you risk getting zero referrals from Google for any of your content that’s duplicated elsewhere on the Web.

Ask your site developer whether they guarantee uniqueness of the content they will supply.  Then, when the site is delivered, check every page for uniqueness.  To make the check, copy a sequence of about 15 words from the middle of a paragraph and paste it into a plagiarism detector such as Copyscape.

If they’ve provided a significant amount of duplicate copy, after promising unique content, don’t ask them to fix it–find someone else, and don’t pay the bill.  You’ve been deceived and cheated.  They’ll cheat you again.

Reviews

Some of these site developers provide a service to help you get reviews.  Typically this is simply a request that you email to a client or patient and ask them to do a review.  However, more than one of these companies doesn’t do the extra work required to make it easy for the person who’s being surveyed to write a review on a recognized review site; instead, they offer a review that’s posted only on your own site, or is posted on a review site that they own.

You want some help in getting genuine, favorable reviews from your real clients and patients–but on a popular review site, not just your own site and not some obscure site owned by your Web site provider. Today, your prospects are searching reviews in Google, Yelp and other important review sites,  If you have 50 to 100 good reviews on these sites, they will bring people to you.  For more detail, see the post that I’ve written on this subject.

If they offer a review service, you want a live feed of reviews on your site, so that recent reviews are shown, and there are links to the reviews on the review site.  This gives the display on your site great credibility with visitors to your site.

Your developer may not offer a review service; that’s fine.  You can use my service–or another service.   But if they service they offer doesn’t meet the requirements outlined here, they’re trying to sell you something that will actually hurt you, by wasting perfectly good reviews that, if located on review sites, would be helping you.

The Bottom Line

Use the criteria I’ve given here to test what’s being offered to you.  Or, if you’d like, get in touch with me and provide me links to a couple of sites that the developer you’re considering has developed.  I’ll be happy to look at them for you and give you my opinion.  I don’t develop sites, so have no stake in which developer you choose.

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Private IP Address? Do I really need one?

Private IP Address:  The Gold Standard in Hosting.  Or Is It?

Recently I was looking for specialized Web hosting services, and when I asked at one company if their price included private IP addresses, the response I got was that “there is no benefit at all from having a private IP address, so why would you want one?”  For a long time, a private IP address has been the standard for high-quality Web hosting, and it’s still promoted as such by many hosting companies.  In this post, I review the reasons in favor of having a private IP address, and give you a concrete best-practice recommendation that can save you money while not subjecting you to SEO or other risk.

What Is a Private IP Address?

An IP address is a 32-bit number that identifies an interface to the Internet.  Every connection to the Internet has a unique IP address; routers on the Internet use these addresses to forward information back and forth between machines on the Internet that communicate.

Your Web site is a collection of files that are delivered in response to requests that arrive over the Internet by a program called a Web server.  That server program runs in a computer that’s attached to the Internet, that has an IP address.  The server can be set up so that a number of Web sites share a single IP address, so that the server distributes information based on the domain name.  It can also be set up so that each site has its own IP address, and the server distributes information from one site or another based on the IP address it is given.

A site hosted at a shared IP address is not necessarily slower to load than a site with a dedicated IP address.  It’s true that the Web server for the shared IP address has one more step to perform when delivering pages, but that step happens so fast that it’s not a significant factor in the load time of your site.  The important determinants of load time for your site are the total capacity of the computer hosting all the sites and the number of sites it hosts (with either shared or dedicated IP addresses), the computing demands placed by the sites, and the limits on computer resources placed by the hosting providers.  Note that the reason $5 a month hosting is available is because that comes with low limits on resources used by the site.

What Are Potential Google Problems?

The Web server works just the same in either case.  The questions about private IP addresses revolve around what actors other than the Web server might do in various circumstances.  For example, suppose one of the sites hosted on an IP address is penalized by Google for something that Google doesn’t like.  Suppose this is something extreme such as buying incoming links.  Will Google penalize all the sites that use the same IP address?

Matt Cutts, who is still in charge of the ranking effort at Google, told us back in 2010 that Google treats sites on shared hosting the same way as sites with a dedicated IP address.  Here’s a video with Matt Cutts explaining the situation.

From what he says, you don’t want to share an IP address with thousands of spammy sites, but under normal conditions, using shared hosting will not get you into trouble with Google.

Google tends to do its ranking based on domain names and not IP addresses, so their first intent will be to not be influenced by other sites at the same IP address, except in extreme situations.  You need to be protected against those situations, but that doesn’t mean that you need a dedicated IP address because of Google.

What Are Other Potential Problems?

While Google doesn’t classify based on IP address, there other services on the Internet that do.  Very much so in all the services associated with email.  Estimates are that as much as 86% of all email is spam, as many as 400 billion spam emails per day.  Because of this volume, email providers are under pressure from their customers to control spam email.  .  There are active exchanges of email addresses and IP addresses that are identified as distributing spam email.  If your IP address ever gets put on one of those lists, even if the spam isn’t from you, you’ll have a significant amount of work to do proving that you’re legitimate, possibly to several different organizations.

During that time, your email or your customers’ email is blocked from delivery!  Imagine the impact on customers if they can’t get or send email because of a spam blocking problem.  This problem can damage the reputation of a company and make customers less interested in doing business with them.

Avoiding Problems

First, check to see whether your site has a dedicated IP address.  You can find out by clicking  here and entering your URL.  While you’re at it, you can see how big companies manage their IP addresses.

It’s interesting to use the tool to get a sense of IP address management of other organizations.  Look up gm.com and you’ll see that this IP address has the home sites for GM’s major brands, a logical approach.  That IP address is shared by XX domains.  If you look up ge.com, you’ll see less discipline–their IP address is shared by more than 1,000 domains, many of which do not appear to be associated with GE.  It appears that GE simply bought inexpensive hosting service, without addressing the IP address question.  Another interesting domain to check is ibm.com–you’ll see that it shares an IP address with amazon.com.

If your firm has multiple Web sites, it’s OK for them to share a common IP address, presuming that your firm has control over what’s done with those domain names and the associated email behavior.

A Caution About Email

My friend Tim Brady makes the interesting observation that a dediated IP address for Web hosting does not guarantee you a dedicated IP address for email!  That is, you could pay extra for a dedicated IP address for your site, thinking that you were protected against the actions of others, only to find that your email is being shepherded through mass servers with many domains sharing an IP address for their email.

If you decide that you want a dedicate IP address, be sure to clarify with your hosting provider vendor that your email will be sent from your dedicated IP address.  Another approach is to have your company’s email processed by Google, whose gmail service is economical and very dependable.

The Bottom Line

Use a dedicated IP address for your company’s sites.  The market value for a dedicated IP address is about $5 a month; you can afford it.  The cost is a lot less than the direct and indirect costs of having your IP address blacklisted.

As an alternative, you can use Dave’s Super Hosting Service, which offers high performance, dedicated IP addresses, frequent backup to the AWS Cloud and special security protections.

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