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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 causal 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.









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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

Google also takes domain age and the duration you've registered for into account.
PTR records are probably also factored in - wouldn't supprise me if more weight was given to the domain reported in the PTR record. But you need an rDNS record anyway if you're sending email from the server.

Posted by: Tony at August 31, 2010 3:00 AM

I have run into this problem as well

My previous webhost forgot something related to the PTR/rDNS Records

"and the PTR/rDNS Records were apparently not requested by HostGator"

We dropped simply out of google with many of our listings. Traffic came down from 3000 uniques to about 300 per day.

The host responded that our PTR/rDNS Records will have no impact on your google rankings though.

Posted by: menno at May 23, 2011 11:45 PM

I think choosing the right hosting provider is the key decision everyone need to make before starting their own blog or webpage.I am also thinking about shifting to another host.

Posted by: stan wingnut at November 11, 2011 5:35 AM

We changed the hosting address, from one country to another.
Does DNS affected at SEO country targeting, or for Search engines important only IP?

Posted by: Vladimir at January 27, 2012 5:09 AM

Vladimir, yes, changing hosting companies will mean you take a hit in the SERPs and if you relocation to another country it might be even more of a it. Not entirely sure...

Posted by: Dave Taylor at January 27, 2012 10:47 AM

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

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











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