Does the IP address of your site’s server affect your rankings in search engine result? According to some sources around the internet, your IP address is a ranking signal utilized by Google.
But does your IP address have the potential to help or hurt your rankings in search? Continue reading to learn whether IP addresses are a Google ranking aspect.
The Claim: IP Address As A Ranking Factor
Articles on the web from trustworthy marketing websites claim that Google has more than 200 “understood” ranking factors.
These lists often consist of declarations about flagged IP addresses impacting rankings or higher-value links because they are from separate C-class IP addresses.
Screenshot from HubSpot.com, June 2022 Luckily, these lists sparked various discussions with Google staff members about the validity of IP addresses as ranking consider Google’s algorithm.
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The Evidence Against IP Address As A Ranking Factor
In 2010, Matt Cutts, previous head of Google’s webspam group, was asked if the ranking of a client’s website would be impacted by spammy sites on the exact same server.
“On the list of things that I fret about, that would not be near the top. So I comprehend, and Google comprehends that shared webhosting happens. You can’t actually manage who else is on that IP address or class c subnet.”
Ultimately, Google chose if they acted on an IP address or Class C subnet, the spammers would just move to another IP address. For that reason, it wouldn’t be the most effective way to tackle the problem.
Cutts did keep in mind a particular exception, where an IP address had 26,000 spam websites and one non-spammy site that invited more analysis however restated that this was an exceptional outlier.
In 2011, a tweet from Kaspar Szymanski, another previous member of Google’s webspam team, kept in mind that Google can do something about it when complimentary hosts have been massively spammed.
In 2016, throughout a Google Web Designer Headquarters Hours, John Mueller, Search Advocate at Google, was asked if having all of a group’s websites on the exact same c block of IP addresses was an issue.
He responded to:
“No, that’s completely fine. So that’s not something where you synthetically require to buy IP address blocks to simply shuffle things around.
And especially if you are on a CDN, then perhaps you’ll end up on an IP address block that’s used by other business. Or if you’re on shared hosting, then these things happen. That’s not something you need to synthetically move.”
In March 2018, Mueller was asked if an IP modification with a different geo-location would affect SEO. He responded:
“If you relocate to a server in a different area? Generally not. We get enough geotargeting info otherwise, e.g., from the TLD & geotargeting settings in Search Console.”
A few months later on, Mueller replied to a tweet asking if Google still counted bad areas as a ranking signal and if a devoted IP was essential.
“Shared IP addresses are fine for search! Great deals of hosting/ CDN environments utilize them.”
In October 2018, Mueller was asked if the IP address place mattered for a website’s rankings. His reaction was simply, “Nope.”
A couple of tweets later on, within the exact same Buy Twitter Verification thread, another user commented that IP addresses mattered relating to backlinks. Mueller once again responded with a simple “Nope.”
In June 2019, Mueller received a concern about Google Browse Console revealing a site’s IP address rather of a domain. His answer:
“Normally, getting your IP addresses indexed is a bad concept. IP addresses are typically momentary.”
He suggested that the user ensure the IP address reroutes to their domain.
A few months later, when asked if links from IP addresses were bad, Mueller tweeted:
“Links from IP addresses are absolutely great. Most of the time, it suggests the server wasn’t set up well (we canonicalized to the IP address instead of the hostname, simple to fix with redirects & rel=canonical), however that’s simply a technical detail. It doesn’t indicate they’re bad.”
In early 2020, when inquired about getting links from different IP addresses, Mueller stated that the bad part was the user was making the backlinks themselves– not the IP addresses.
Then, in June, Mueller was asked what happens if a website on an IP address purchased links. Would there be an IP-level action taken?
“Shared hosting & CDNs on a single IP is actually common. Having some bad websites on an IP does not make whatever on that IP bad.”
In September, during a conversation about bad areas impacting search rankings, Mueller stated:
“I’m not familiar with any ranking algorithm that would take IPs like that into account. Look at Blogger. There are terrific sites that do well (disregarding on-page restrictions, and so on), and there are terrible websites hosted there. It’s all the exact same facilities, the very same IP addresses.”
In November, Gary Illyes, Chief of Sunlight and Happiness at Google, shared a fun reality.
“Enjoyable reality: changing a website’s underlaying infrastructure like servers, IPs, you name it, can change how quick and frequently Googlebot crawls from said site. That’s due to the fact that it in fact spots that something changed, which triggers it to relearn how quick and typically it can crawl.”
While it’s fascinating info, it seems to impact crawling and not ranking. Crawling is, of course, needed to rank, however crawling is not a ranking element.
In 2021, a Buy Twitter Verification user asked if IP canonicalization could positively affect SEO. Meuller responded:
“Unless folks are linking to your site’s IP address (which would be unforeseen), this would not have any impact on SEO.”
Later on in December, when asked if an IP address instead of a hostname looks uncommon when Google assesses a link’s quality, Meuller stated, “Ip addresses are great. The web has lots of them.”
If you’re stressed over your IP address or hosting business, the consensus appears to be: Don’t fret.
Get More Google Ranking Factor Insights.
Our Verdict: IP Address Is Not A Ranking Factor Anymore
Possibly in the past, Google try out IP-level actions versus spammy websites. However it should have found this inefficient since we are not seeing any verification from Google agents that IP addresses, shared hosting, and bad neighborhoods are a part of the algorithm.
For that reason, we can conclude in the meantime that IP addresses are not a ranking element.
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