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How to Avoid Website Downtime That Can Affect Your Search Engine Listings

By Nick Nichols

If your web pages are down — even momentarily — it can hurt you several ways. Learn why, and what to do to make sure your pages are visible the maximum amount of time.

The Internet has changed the way we access information, and the way we buy and sell products and services. When it works, which, fortunately, is most of the time, ideas and cash flow from person to person, company to company, and country to country.

But when the inevitable happens and your pages go down, your business, your bank account and your reputation can suffer, especially if you are unaware of the down status of your e-business operations for more than a few minutes. One way this can hurt you is with the search engines.

Whether you operate a corporate website, a mom-and-pop or something in between, there’s no question about it. If you want to get traffic via the search engines, you have to work at getting and maintaining placement on the first page of the current “big four” — Google, Yahoo, MSN and AskJeeves. Depending on the keywords you’re trying to get high results for, this can be a time-and-resource intensive process.

Everyone who uses search engine marketing knows that getting and keeping high placement is an ongoing process filled with many unknowns. The rules of the game seem to change without notice, causing frustration, disappointment and even desperation among beginners and veterans alike. Methods that work today may not work tomorrow. Tactics that may be “legal” today may cause problems tomorrow.

It’s as if, despite all the research, experimentation and best intentions, there really is no exact formula that can be applied to guarantee results. There is, however, one aspect of search engine marketing that is a known quantity. If your pages are down — even briefly — when the spiders visit, you run the risk of losing your place. And unless they come back up immediately, they may be dropped altogether.

For example, Google’s “Information for Webmasters” area says that if your pages cannot be crawled after several attempts due to network or hosting problems, they won’t be listed — meaning they’ll be dropped — and it may take “a few weeks” to for them to show up again. MSN’s guidelines state that if your server is offline or there is another access problem when their spider tries to crawl your site, it may not return “until a later time.” Neither Yahoo nor AskJeeves seems to have guidelines on this issue, but it’s reasonable to assume that they and other search engine spiders operate like Google and MSN.

Another pitfall of web page downtime is wasted pay-per-click advertising dollars. When PPC landing pages go down, your clicks go nowhere and your money is needlessly depleted. And the PPC medium may suspend your ad if your landing page goes down for too long.

It’s a fact that web surfers have limited, if any, patience for “page not found” errors. Building credibility and trust on the Internet is a challenging task. When surfers click to your page, and it’s not there, they may conclude that you are out of business. At first exposure to you, if your page is not available they are likely to find a competitor and forget all about you. Yes, you can create a custom 404-error page, but if your entire site is down, that won’t help you much.

Suppose you sell advertising on your site and it goes down. What will your advertisers think if they visit your site and don’t’ see their ads?

Maybe you have a paid membership site. What will your members think when they try to access your site and it’s not there?

Suppose a reporter visits your site and it’s down. That could kill a budding story about you, or it could inadvertently cause them to write something negative about you.

Why risk all these problems when the solution is so simple and cost-effective?

The answer is remote website monitoring. For under $20 per month, you can get basic monitoring that will inform you if your site is down so you can take immediate action to fix the problem. Depending on the complexity of your e-business operation, you can get more sophisticated service features that can monitor not only your pages, but also your database, servers, transactions and can even check for content changes on your pages. If someone hacked into your site and changed the content on your home page, wouldn’t it be nice to know about it before the rest of the world does?

To check out companies that offer these services, do a search for “remote website monitoring.” Most companies have free trials. The key is to find a company that has flexible service options. Depending on the scope of your e-business, you may or may not need certain features that are bundled together. Why pay for what you don’t want? Also, bigger may not be better. Look for an established company that is not too big to give you excellent customer service. During your free trial, send a question or two to their tech support and see how fast they respond. This will give you an idea of what you’ll get after you pay.

Whatever you do, do it today. You can’t afford to not know if your web pages are down.

About the Author
Nick Nichols directs marketing activities at WebSitePulse.com, a leading provider of website uptime and performance monitoring services. Visit WebSitePulse.com for a free trial and know how your site is doing 24/7

1) The Tools for optimizing your site for the search engines : Don't even think of doing your own search engine positioning unless you have these software programs with you.

2) Choosing the correct keywords for your site : Tells you how you can choose the keywords for which you should optimize your site for the search engines.

3) The importance of having your own domain name : Tells you why you need to have your own domain name in order to get a high ranking in the search engines.

4) Creating Keyword Rich Pages : Tells you how you can create pages which are designed to rank highly in all the search engines.

5) Creating a robots.txt file : How you can create a robots.txt file in order to prevent your site from being penalized for spamming by the search engines.

6) Software to help you create a robots.txt file : Describes a software which will automate the task of creating a robots.txt file.

7) Improving the Link Popularity of your site : Link popularity is becoming an increasingly important factor in search engine placement. Find out the methods you can use to improve the link popularity of your site, and know which methods you should not use. 

8) Submitting your site to the Open Directory : Discover how you should submit your site to the Open Directory in order to get a high ranking in many of the major search engines.

9) Becoming an Open Directory Project Editor : Can't get your site listed in the Open Directory, no matter how hard you try? Find out how you can become an editor of the Open Directory and get your site an optimum listing in it. Here's what one of the subscribers of our newsletter had to say about this article:

10) Frames and Search Engines : Find out how to get good rankings in the search engines if your site uses frames.

11) Page Cloaking - To Cloak or Not to Cloak : Find out what is page cloaking, how it is implemented, and whether or not you should actually use page cloaking.

12) Top 10 Search Engine Positioning Mistakes : The top mistakes that people make when they try to optimize their sites for the search engines. Avoid these mistakes to save yourself a lot of anguish and frustration in the long-run.

13) Glossary : Contains an explanation of commonly used terms in the world of search engine positioning

14) Improving Your Website Rankings : Only one site out of 100 gets substantial targeted traffic . . . and these successful sites are the ones that understand the importance of proper search engine optimization and search engine placement.

15) 5 Steps To Increase Your Google Page Rank : Google Page rank is based on back links. Back links are Links pointing to your website from another website. The more back links you have the higher your PR will be.

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WebLink SEO is a powerful software package that enables you to analyze your competitor's websites and promote your website on the Internet to generate improved search engine results. Search Engine Optimization (SEO) used to be a time-consuming and difficult process, but WebLink makes light work of it by providing you with a wide variety of tools that not only help to analyze and optimize your website, but also promote your website on the Internet - no other package available offers such a comprehensive variety of features. Click here to download your Free Copy

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| How to determine the link popularity of a web page | Worldwide, Countrywide, Global & Local Major Search Engines | Learn How to Optimize Page to Get Top Rankings in Search Engines | How to Design Good Looking Website | Effective Web Site Promotion - Is An Art Learn How To Promote your Website | Affiliate Revenue Information How To Earn From your Website

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