As Halogen Digital clients will be aware, the IP addresses assigned for all our hosted websites are 100% unique, and are each used only by one domain for a variety of benefits. Generally speaking, a unique IP address is seen as a positive quality signal by search engines; simply because hosting a on a dedicated service costs more on shared hosting, where many sites (1000+ in some cases) share a single IP. The reason for this is that there are a finite number of possible IP addresses, with the ever-expanding world of technology using more and more as time goes by.
A dedicated IP is also a requisite for anyone wishing to use HTTPS / SSL on their website, an absolutely essential factor in post-2015 SEO. It has been stated officially a number of times that SSL gives a ranking boost. Whilst we suspected this was true, it is now a confirmed fact. The issue has been debated before in the past, but at this point having a secure website is necessary; for your customers, and for the search engines. Whether you’re a small local outfit, or running a massive eCommerce site, there’s no greater time to secure your business.
It is often believed that search engines assume that all sites on a single IP address are owned and operated by one person or business. Linking between sites on unique IP addresses could potentially have a positive result, as they are seen as being operated by different organisations. Whilst we still don’t recommend this practise, there are some legitimate times when this may be of benefit.
Whatever your reason for using a unique IP address, rest assured that all Halogen Digital hosting packages feature dedicated IPs and include automatically updating SSL certificates at no additional cost. Consider these value-added services on top of the already world-class speed and reliability, and you’ve got all the ingredients for true SEO success!