Website Downtime: What to Do When the Worst Happens

Website downtime

We live in an age of instant gratification. The internet has shortened our attention spans so much that if something on the web takes longer than two seconds to load, we’re gone.

In fact, 47 percent of visitors to a website expect the page to load within two seconds and 40 percent of visitors will leave your page if it takes longer than three seconds to load. Imagine what an extended period of website downtime will do.

Downtime is the period of time when a web page is unavailable or unable to perform its primary function for any reason. For every second your website is not functioning, you’re losing someone to a competitor. 

Why stick around one site that’s failing to do its job when you can buy the same product from another site with a couple of extra clicks? 

Even worse, prolonged periods of website downtime could affect your future as well. Search engines notice sites prone to extended periods of downtime and will often demote their rank. You’ve probably invested too much money in your site’s SEO to let it get squandered by a bad rank. 

For these reasons, website downtime has become the ultimate enemy of any website owner. Even if your site is up 99 percent of the time, this still means that for seven hours a month, your customers will not be able to reach you. 

So what can you do to defend against downtime? 

First, you need to know your enemy.

What Causes Website Downtime 

DDoS Attacks

Hackers and DDoS attacks are one of the most central external reasons for a website to crash. In recent years, hackers have been getting better and better. They know how to avoid the usual pitfalls that are put in place to prevent DDoS attacks from happening in the first place.

The unfortunate reality is that the best way to protect against a DDoS attack is not to protect yourself from them entirely, but to be sure you know one is happening immediately and having a plan in place to solve the issue quickly. 

If you run your own servers, it would be wise to have a DDoS specialist on call who can mitigate the DDoS traffic to a different service while they scrub the infected one clean. 

If you have a hosting provider, make sure to notify them immediately once you notice a DDoS attack is underway.

Again, the best way to mitigate the damage from these hacks is to catch them early. This is best done by hiring a website monitoring company that will run frequent checks on your site, making sure it’s functioning properly. 

Plugin And Coding Errors

Another frequent culprit of downtime is an issue with some extension you have downloaded to your site. These plugins are extra pieces of code you can download to your site, usually found on platforms like WordPress or Medium, that add some extra feature.

However, because most plugins are made by third-parties, they may not be optimized to work well with your site. They may also be out-of-date or completely defunct if their creators have abandoned them, and the resulting error in the coding could bring your entire site to a screeching halt. 

 Same thing goes for the internal coding of your site. Maybe you’re working on building a new feature for the “Contact Us” tab and the coding gets messed up somewhere along the way. One bad piece of coding is enough to bring everything down with it.

Aside from making sure the plugins you use are up to date and not hiring anyone who will make a clumsy mistake writing code, the best way to prevent these kinds of issues is to identify them quickly.

Make sure your monitoring company has an API that will send you an update immediately if your site is crashing. That way you can address the problem quickly. 

Expired Domain

Many people don’t realize that their website’s domain is hosted by a different company than their actual website and/or server host. Often times you will buy your domain name from a company on a year-by-year contract, and it can be easy to forget when that contract is due to expire.

If it does expire without a renewal, your website will stop showing up. This is perhaps the easiest website downtime cause to prevent but you’d be surprised by how many people fall victim to it.

Don’t let this happen to you, make sure you know when your domain is set to expire. And if possible, set up an agreement to auto-renew so you never have to worry about this issue in the first place. 

It’s also important to know how to keep your site running while you’re attempting to fix these downtime culprits. First, invest in a CDN service. This will store cached content from your site that can stay operational through periods of downtime.

Next, set up a secondary hosting account with a different provider that you send backed-up data to on a frequent basis. That way, if the initial server goes down, you can transfer your traffic to this secondary account while the problems on the original get worked out. To do this you’re going to need a DNS management system that will automatically route your traffic to the secondary server.

This may sound complicated, but many companies offer these types of services at a low cost. Although the secondary server may get a little pricey depending on who you use.

Also, you need to communicate with your customers about the outage. Even if your site goes down for 15 minutes, make sure to inform your site’s users via email or social media that the problem is being addressed and will be resolved soon. 

None of these measures to get your site up and running quickly will matter if your users have already gone elsewhere. Keep them informed. 

Most importantly, invest in website monitoring so you will always know when your website is up and running and when your website is experiencing downtime. 

The Power of Server Uptime (Hint: Downtime Kills SEO)

Server uptime

Every business aims to be at the top of Google’s search results. And this growing competition means that business owners must be constantly prioritizing SEO. 

Many assume that SEO is primarily about keywords, social marketing, and blogging. But server uptime has a huge impact on your rankings.

Read on to learn how downtime can kill your SEO, and what you can do about it. 

How Server Uptime Impacts SEO

When your website is down, it won’t show up on Google. 

But, when Google gets a query for content that relates to that website it won’t be able to find it.

That’s when bad things happen.

Consider this a one-way ticket to an SEO downgrade.

And, it also increases the websites bounce rate, which negatively impacts its authority. 

This is why, when choosing a prospective host for your website, you need to pay close attention to the server uptime being advertised.

Server uptime is the amount of time you can expect your server to be up and running. 

While most hosting providers will guarantee an uptime of 99.9%, that doesn’t necessarily mean it’s true. That’s why it’s important to check out reviews to see what existing customers are really saying. 

Let’s have a look at a few other ways server uptime is important for both SEO and your customers.

Bad First Impressions

Even if you have a 99% server uptime, you’re still leaving money on the table.

Having 99% uptime means that within a month, your website will be down for around 7 hours.

Imagine how many potential customers have missed your site during that time! 

Once a visitor has tried to visit your site, only to find that it’s down, are they likely to return?

And, when they press the back button to go back to the search results, that tells Google that your website isn’t helpful.

Sending Customers to Your Competitors

Whether you’re attracting customers to a landing page or an eCommerce site, a website that isn’t online simply can’t be used.

Every time a potential customer tries and fails to access your site, they simply go back to Google and visit your competition instead. As this happens hundreds or thousands of times, you’re helping your competitors make money and move up the search results.

The last thing your business needs is a bad reputation for uptime.

And, we only need to look at the outage of Amazon Web Services to see how customers react. The outage also impacted Business Insider, Airbnb, and Netflix, all of which experienced either total failure or poor performance. 

Less Content

One of the best ways to improve your SEO is through the creation of content. This includes blog posts, website updates, and more. 

Search engines love new content, and, it’s also important if you’re establishing your business as an authority within the industry. 

The problem? When your website is constantly down, there’s no way for you to update this content. 

This can make your content marketing an exercise in frustration. 

How to Reduce Website Downtime

As you can see, server uptime has a huge effect on your website’s SEO. And that, in turn, impacts how many visitors you get to your website, how many of those visitors turn into leads, and how many leads turn into conversions.

So, it’s critically important that you do everything you can to prevent website downtime.

Here’s how to do it properly.

Choose a Web Host You Can Trust

These days, every business needs a strong online presence. And, choosing a web host based solely on price can be a recipe for disaster. 

The first step is to know what you need from your web host. Here are some things to think about:

  • What type of website do you have?
  • Do you need Windows apps?
  • Does your website use special software?
  • How much traffic do you usually get?

Of course, you’ll also need to think about the future. If you’re planning a new content marketing strategy or sale, you’ll need to anticipate more traffic.

If you’re launching a new website, a trustworthy shared hosting account can do the job.

These are usually inexpensive, easy to maintain, and more than sufficient for new sites. And, you can always upgrade as your site grows.

Once you’ve thought about your needs, it’s time to compare web hosts. Look for a server uptime of at least 99.5%, and don’t consider anything less than 99%.

You can find this information by reading web hosting reviews and comparing the sites you’re considering.

Monitor Your Website

If you don’t know that your website is continually down, you have no way to fix the problem. That’s why it’s so important to get reliable website monitoring

This will allow you to receive notifications via phone, SMS, and email whenever your website goes down. You’ll instantly know if there’s a problem with your site or if your server uptime is unacceptable.

With regular monitoring, you can know if your web host is doing its job, or if you need to switch to a new provider.

This will increase your conversions and ensure that your SEO is not negatively impacted due to downtime.

Play the Field

It can be tempting to sign up to a web host for a year or two. And, sure enough, most web hosts offer steep discounts when you “buy in bulk.”

But, if you’re locked into a contract, it’s much harder to switch if the server uptime isn’t cutting it.

Instead, see if you can pay month by month or a few months at a time. That way you can simply switch to a new provider if you’re not happy.

Avoid Website Downtime

Uptime can have a massive impact on your SEO and search ranking.

If you’ve noticed that your SEO efforts are not being rewarded, you may need to check how often your website is down.

And, if your website has an unacceptable server uptime, don’t despair. It’s possible to turn it all around with a reputable web host and a great website monitoring service.

Get in touch today to learn how we can help.


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