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Companies losing out by hosting websites abroad - July 06Search engines eyeing up country of trading when ranking results. Emily Perryman of Financial Marketing Magazine finds out more from UKFast.Too many UK businesses are still hosting their websites abroad, missing out on at least 50% of the traffic and potentially damaging their brands, according to hosting provider UKFast. Jonathan Bowers, communications manager at the group warned that Google and Yahoo! had changed their algorithms so that UK companies hosting their websites abroad would no longer appear at the top of a search results list. This was because the search engines are pushing 'personalised search' by making each results list as relevant as possible for the consumer. Lawrence Jones, managing director of UKFast, said: "The engines look for relevance on every level and one of the first requirements is that your web address is assigned within the country you are trading. If it is not, you could find yourself on page 16 of the rankings and nobody else will find you there." Bowers believed companies that appeared at the top of the results list and gave consumers a good experience on their website were promoting their brands because consumers would talk about the site and recommend it. Conversely, if they were not at the top of the listings the brand would suffer because it would not have been seen by as many people and would not be talked about. Bowers pointed out the main way consumers could find companies was by searching on Google, Yahoo! or MSN. Google holds 75% of the search market while Yahoo! and MSN both hold 20%-25% he said. Jones added: "The most visited website in the UK is Google. This is a clear indication that the search engines are choosing where to send the majority of the traffic. You have to be prepared to play their game if you want to make it to the top of the listings and hook the visitors." |
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