Global SEO has been impacted significantly since its inception. In the past, SEO required only the translation of web pages into other languages and localizing keywords to achieve high ranking positions within search engines based on their relevance. However, search engines today also evaluate the technical aspect of how quickly and smoothly a website functions; therefore, to achieve high global SEO, businesses must host their websites globally, because users increasingly expect results to be delivered at acceptable speeds.
Ranking Based on Technical Performance
The technical performance of a global seo website is one of the major components to modern-day Global SEO rankings. As stated clearly in Google’s Search Central and Google Web.dev guidelines, the ranking factors of search results include not only keyword relevance, but also page speed (page load times), stability, and performance for your audience. As we see many more global markets growing, competition continues to increase rapidly. By utilizing global hosting services, Multi-Region Hosting Services (or services), Content Delivery Networks (“CDN”), Edge Computing, and where your data is located significantly increases the technical and performance aspect of your global SEO.
TTFB, Latency, and Distance from Server
Website speed impacts depend on how far the user is from the server. When the TTFB metric is far away from where it will be accessed, the response time is higher. For instance, if a site is hosted in North America and a user is accessing it from Singapore, the loading time may be much longer due to increased latency. As a result, this has a negative impact on the user’s browsing experience.
Content Delivery Networks (CDNs)
provide users with access to website data that is located close to them, which helps alleviate this issue. Edge networks reduce the delays associated with accessing data by processing it in proximity to the user’s physical location. A new trend in multi-region hosting is hosting websites within multiple regions to enable websites to serve dynamic content from data centers close in proximity. By utilizing technology provided by companies such as Akamai and Cloudflare, numerous industry leaders have demonstrated that lower latency positively impacts both a website’s load time and the level of user engagement with its content, as well as the overall level of performance in terms of SEO.
Core Web Vitals and Search Engine Optimization
In many respects, global hosting solutions can also contribute to improved performance on Google, as demonstrated by Core Web Vitals. Core Web Vitals are important for Google in terms of page speed (LCP), user interactions (INP), and preventing layout shifts (CLS) on a web page. Faster server responses mean improved page speed (LCP), and utilizing edge computing to store website content in local areas means less time between interactions by users. Also, consistent hosting is one of the best solutions for avoiding layout shifts and for improving user engagement on websites.
Long-Term Global SEO Strategy – Global Hosting Benefits
The use of global hosting for international marketers has many advantages when creating and maintaining websites which target users in several different countries or in massive geographical areas. Global hosting does have some disadvantages that include higher expenses and technical difficulties; However, these disadvantages can be successfully addressed through proper adoption/implementation of existing SEO techniques such as the use of hreflang and geo-targeted content. Global Hosting should be viewed as a long-term commitment to improving your website, enhancing user experience, and helping to develop a robust International SEO business growth path.