Hosting Tips, The Importance Of Web Hosting For Interactive Marketing

There are a great number of people out there who don’t fully realize just how detrimental it can be to their interactive marketing if they end up choosing the wrong Web host. Unfortunately, this is something that happens very frequently, simply because so many people choose a host based solely on price, technology or the recommendation of their Web agency.

So, what is the first thing you should look at when choosing a hosting company? First and foremost, you need to determine which tools and services your chosen hosting company supports and what they don’t support.

What site measurement tools does your host offer? Most of the better hosting companies have established relationships with some of the most respected Web analytics vendors. This in turn allows them to offer their customers things such as statistics and Web analytics bundled into the cost of their hosting packages. Remember, if these are lacking with your chosen host, you’ll end up having to pay a third party a premium for your Web analytics package, and that is something you want to avoid.

Are you choosing your host because it includes a site building tool? If so, this can be a real advantage to businesses without Web development resources, but buyers should beware that this will most likely impact your Search Marketing initiatives.

Contrary to what you may believe, the vast majority of WYSIWYG site building applications make it almost impossible for you to incorporate Search Engine Optimization. This in turn means you may never be able to achieve the necessary search engine rankings.

Many eCommerce solutions are not supported by certain hosting companies, so therefore this is something you need to think about. Perhaps your host offers eCommerce packages, but are you sure you want to use one of those? If not, you need to find out if your host supports the eCommerce solution you intend using.

Yes, website tools are important, but if you’re serious about business, you should be more concerned with things such as consistent and reliable email delivery. If your host doesn’t provide sufficient protection to its email servers, they can get blacklisted, and if that happens, even emails you send can get blocked unknowingly. In other words, you need to choose a host that is serious about fighting spammers.

Another obvious issue is server uptime. While being down for a few minutes here and there is unpleasant and causes missed revenue opportunities, the real impact is felt if there is significant downtime. Significant downtime – being down for days, not hours – can cause significant revenue loss, tarnish your organization’s brand and cause temporary losses to your Search Engine rankings.

Server performance must also be considered, because as you no doubt already know, people don’t appreciate having to wait for ages for a web page to load. So many hosts tend to overload their servers with too many websites. The result is increased downtime and poor performance

Imagine a scenario where you’re paying significant money for a well-performing Pay Per Click (PPC) Campaign. If your pages are prone to load slowly given your host’s server performance, you are likely to pay for clicks that don’t even view your landing page. This not only impacts your eMarketing campaigns, but will have negative effects on all your Web visitors and ultimately impact your brand’s value in the marketplace.

In summary, choosing a hosting company is more complicated than just comparing the traditional features such as disk space, bandwidth and price. This decision can have a significant impact on your eMarketing initiatives. Do your homework and make sure your host supplements your online marketing initiatives versus creating barriers that work against them.

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