Industry guru Dave Taylor offers free tech support on a wide variety of technical and business topics, including HTML, Apple iPhone, online advertising, Cascading Style Sheets, Web design, management, Unix, Linux, search engine optimization, online dating, Mac OS X, shell script programming and Microsoft Windows.

Can DNS changes affect Search Engine Results Placement (SERP)?

I recently purchased a web site that was ranked number 1 on Google. Within 24 hours of the ownership change, Google dropped the ranking significantly to page 5. Does Google look at DNS changes, and could this be the reason for the lower ranking? Any other ideas of what could have caused this? FYI, the ranking in Yahoo was unaffected.


Dave's Answer:

My initial reaction to this question was that you were trying to draw a casual relationship from correlational data (yeah, my Masters degree comes out in weird ways sometimes :-) ) and that this was basically a case of Google doing a "dance" coincidentally with your ownership change.

I thought it would be useful to ask some real SEO experts, however, so I sent out your query to a search engine marketing list I'm involved with, and the resultant answers were, well, darn surprising!

More than one person reported that they'd changed DNS records and almost instantly lost all ranking on Google (that is, their resultant placement for a given search term dropped precipitously). One data point here is that a while back Google actually signed up as a domain registrar, so they certainly have access to all the backend data that they could use. Additionally, one of Google's search patents states:

"The method of claim 1, wherein the one or more types of history data includes domain-related information corresponding to domains associated with documents; and wherein the generating a score includes: analyzing domain-related information corresponding to a
domain associated with the document over time, and scoring the document based, at least in part, on a result of the analyzing."

Interesting, eh?

One chap reports that he received confirmation from Google's engineers that the "trust" for a domain is reset if any domain registration info changes. A change in IP, however, doesn't affect the "trust" points, but does cause the search engine to reevaluate link counts, etc.

Nonetheless, there are some important questions left unanswered, however, that include whether you changed the IP address of the domain and whether you're seeing a drop in traffic, rather than just a drop in SERP?

Ah well, it indeed looks likely that your theory is correct in any case, that your Search Engine Results Placement (SERP) dropped because you changed domain records by purchasing the domain. Hopefully this will be temporary.



Help others find this article at Del.icio.us, Digg, Netscape, Reddit, and Stumble Upon    

Subscribe!

Never miss another useful Q&A article again! Subscribe to AskDaveTaylor with Google Reader.

Comments

This is right, indeed! We dropped from about 350-400 visitors daily to no more than 70 customers...

Hoping that it will restore again...

Posted by: Aldert Berends at July 4, 2007 11:27 AM

AWARE, solution:

webmasterworld.com/forum7/1328.htm

Set up your PTR Records! (google how to set them up)

Posted by: Aldert again at July 4, 2007 1:45 PM

I have a lot to say, but ...
Starbucks coffee cup I have a lot to say, and questions of my own for that matter, but most of all I'd like to say thank you for all your efforts on this Web site by buying you a chai!

I do have a comment, now that you mention it!











Remember personal info?


Please note that I will never send you any unsolicited commercial email. Ever.

While I'm at it, please note that by submitting a question or comment you're agreeing to my terms of service, which are: you relinquish any subsequent rights of ownership to your material by submitting it on this site.









Uniblue: Free Virus Scan

Follow me on Twitter @DaveTaylor

Search
Find just the answers you seek from among our 2300+ free tech support articles by using our Lijit search engine.


Help!





Subscribe to
Ask Dave Taylor!

Add to Google Reader
Add to My Yahoo!
Subscribe in NewsGator Online

RDF   XML

Free Updates!
Sign up and get free weekly updates and special offers on books, seminars, workshops and more.


Recent Entries
Book Links
© 2002 - 2009 by Dave Taylor. All Rights Reserved.

Note: This web site is for the purpose of disseminating information for educational purposes, free of charge, for the benefit of all visitors. We take great care to provide quality information. However, we do not guarantee, and accept no legal liability whatsoever arising from or connected to, the accuracy, reliability, currency or completeness of any material contained on this web site or on any linked site.

[whiteboard marker tray]
"Ask Dave Taylor®" is a registered trademark of Intuitive Systems, LLC.