The importance of the IP address of a website in SEO


In web positioning there are no irrefutable truths. Everything evolves, everything changes and everything is subject to continuous study when it comes to finding out what Google does or does not consider important.

In this sense, there is a web aspect that, although elementary, has generated special debate regarding how its characteristics can influence both local and global SEO positioning; the IP address.

For this reason, in this post we are going to make a brief conceptual review to remember what an IP address is and how we can know it to, finally, know how it influences SEO.

What is and how to know the IP address of a website?

Before reviewing the different conclusions that have been drawn in recent years about the influence of the IP address on SEO, let’s take a step back to situate ourselves conceptually speaking.

But more than defining in detail what the IP address is , a concept about which you will find many other sites that speak at length, I think that the most important thing is that we distinguish between its typologies.

➽ IP address classes

  • Public IP : This is the one that is assigned to us, by default, randomly from time to time or every time we restart the router.
  • Private IP (class A, B and C ranges) : On the contrary, this IP is fixed for each device, and has different ranges depending on the number of necessary connections (from more to less).
  • IPv4 and IPv6 addresses : This typology is what concerns us here when we talk about knowing the IP address of a website, and they differ in the number of bits (32 and 128 respectively).

➽ Know IP of a website

The answer to this question varies depending on whether we are talking about a public or private IP because, for example, for a public IP address we only have to go to a tool dedicated to it, such as Ciberprotector .

For its part, how to know the private IP address of a website will depend on your laptop or desktop computer model:

  • Know private IP in Windows : Pressing the Windows symbol key next to the R key, and after opening the run box, typing CMD and pressing Enter, the command window will appear where you have to type ‘ipconfig’. So, you will know the IPv4 and IPv6 addresses.
  • Know private IP in MacOS or Linux : You have to write ‘iconfig’ in the command console so that the IPv4 and IPv6 addresses (inet and inet6) appear or, in the case of Mac, access the advanced options of the preferences of the system.

Does the location of an IP address influence SEO?

Although today we cannot determine that the IP address is within the list of most relevant SEO factors , there have been a number of beliefs in recent years about its influence on a possible penalty by Google.

➽ Dedicated IP vs Shared IP

In this sense, it has come to be considered that having a dedicated (and not shared) IP has certain benefits with respect to SEO. But not so much because of its non-linking to other suspicious sites, but because of other associated benefits; such as the easy configuration of the SSL certificate (always preferred by Google) or its better performance in terms of loading speed.

On the other hand, and leaving aside the idea that we could fall on Google’s blacklist by sharing the IP address with suspicious sites (which would mean that the Internet giant would be on the hunt for cat and mouse), we could say that IP sharing could cause a crash at traffic spikes on large web pages.

➽ Consequences of location or IP changes

On the other hand, it has been questioned whether the fact of changing your IP address (that is, migrating your website to another hosting service), can also affect all the previous positioning work. However, there is research done in this regard that dismantles this theory (although, obviously, there are cases and cases, and a drop in quality on the server or other aspects of local SEO could have an influence).

In any case, having researched the subject and based on my own experience, I must conclude that, although each case must be studied, contracting the hosting server in one country or another should not, a priori, be a determining factor when to get a worse or better position in the SERPs.