I have to explain Domain Name Servers (DNS) and how Domain Names work to various people all the time, so here is a great article I found that I think explains the whole DNS Name Server thing really well.

The internet works by assigning an address to each device attached to it. This address is called an Internet Protocol Address or IP Address for short. It’s a 32 bit number that’s commonly written as 4 segments or octets (called an octet because each 4th is 8 bits) such as 10.10.1.1 or 216.54.217.22. Each octet can range between 0 and 255. This address works just like your street address: a packet (a chunk of communication between two devices) leaving your computer and heading for Google moves through devices called routers that route traffic on the internet. The router looks at the destination IP Address and knows which way to send the packet. Just like a letter moves through various post offices and delivery vehicles (mail man, mail trucks, airplanes, etc.) your little packet of internet traffic moves across various communication channels (phone lines, cable lines, fiber, etc.) and providers (UUNet, Cogent, Level3, Time-Warner, AT&T, Sprint, AboveNet, etc.). It finally arrives at its destination and is processed and a return packet is sent back… in just the same way, it finds its way back based on your IP Address.

The Internet would be pretty hard to use if you had to remember all those IP Addresses when you wanted to visit a web page, so a naming scheme is used that allows you to enter a name that is easy to remember instead of a sequence of numbers. So, how does your computer get the IP Address of a web site when you type in the name? That’s where Domain Name Servers do their job.

A Name Server holds the information that relates the IP Addresses for a web site to the names used to access that web site. If you want to have a web site with a domain name, you have to register or purchase (more like rent) the domain name from a service called a registrar. When I registered the domain name for my web site, I told the registrar what Name Server I was using, Most people will use the Name Servers provided by their web hosting facility (where they rent the server space for their web site). That Name Server is configured to have a “zone” for my domain and that zone contains records that relate a name to an IP address, this is called an “A Record”. An “MX Record” is used to identify the mail server for that zone, for example, I have an “A Record” for my domain that points to the IP address of the web server, and the “MX Record” points to the mail server for my domain. These may or may not be on the same server. When someone sends me email, their mail server will request the Name Server for my domain and will get it’s IP Address, then it can request the MX Record and get it’s IP Address, and then it can send packets of mail to the mail server for my domain.

A Domain Name Server stores the domain names and associated IP Addresses for a period of time. This is stored or cached on a server called a Domain Name Server, or DNS server for short. If the time specified for caching a domain name / IP Address relationship has passed the DNS server will remove it from its cache. When a request for an IP Address is made, and the DNS server does not have that address in its cache, the DNS Server will make a request to a set of special servers on the internet that hold the addresses for all the Name Servers and which domain names each one controls. It can then send a request to the name server for that domain to get the IP Address for the domain name and return it to the computer or device making the original request. All Internet Providers have several DNS servers and as you browse the internet your computer is constantly sending requests to these DNS servers to get (or resolve) IP Addresses for the domain names you type in or links you click on.

A web site’s domain name to address relationships are stored on Name Servers, as you browse the Internet, DNS servers either provide the address back to your computer from cache, or, look up the Name Server for your domain and then gets the correct Name Server to get the IP Address.

This Article was writen by: Fred Black who is an experienced web developer offering instructional videos at www.WebSiteTrainingOnline.com

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If you rank position 5, how much more traffic could you expect to receive by ranking position 4, 3, 2 or even first place? If you knew the potential increase in traffic to your website, you’d know whether it was worth hiring an SEO firm to boost your rankings to gain that coveted #1 spot. Google naturally protects information like this, so we could only speculate on the increase in traffic… until now.

AOL recently released figures on CTR (click through rates) for the different positions in their index. The figures were sufficiently high enough to be considered accurate and thus can be expected to reflect traffic levels across most search engines, Google included.

So what are the results? What does being ranked #1 as opposed to #10 mean to your traffic?

According to AOL’s results, if you rank position #10 and received approximately 147,000 clicks, you can expect an increase of over 1,928,000 clicks. That’s almost 2 million extra visitors for ranking #1, an increase of 1,400%!!!

Obviously if your traffic levels are more modest, and you only receive 200 visits per month for being ranked #10 in Google you can still expect a 1,400% increase for being ranked #1 – which would take your 200 visitors per month to a more profitable 2,800. That’s a lot.

So what is #1 worth to you if you already rank #2? Beating your nearest competitor to the top spot can make all the difference and transform your traffic. These figures show that being ranked #1 as opposed to #2 will increase your traffic by 3 1/2 times, that’s 350% more traffic, just for moving up one place! So if you’re ranked #2 and your competitor is #1, they’re probably getting 350% more traffic from that keyword than you are.

One interesting result to come from these figures is that being ranked #10 actually gets you marginally more traffic than being ranked #9. I’m not suggesting you aim to drop a place if you’re ranked #9 of course, but it does show you that being ranked #10 isn’t the end of the world.

The placements in the middle of the front page show just as drastic a difference, as being ranked #1 will net you more than 10 times the traffic than if you were ranked #6.

What this all shows you is that just a little improvement in your SE rankings can net you massive amounts of additional traffic. Make a note of where you rank in Google for your chosen keywords and then have a look at your stats to see how much traffic you’re receiving for that keyword.

This table will show you how much traffic you can expect for each first page placement on Google compared with ranking #1

Ranking Position Traffic Level
#1 Ranking Position 1
#2 3.5 times less than #1
#3 4.9 times less than #1
#4 6.9 times less than #1
#5 8.5 times less than #1
#6 10.4 times less than #1
#7 12.3 times less than #1
#8 14 times less than #1
#9 14.8 times less than #1 (the worst place to rank on page 1)
#10 14.1 times less than #1

You can see from this that ranking #8 – #10 shows little difference in traffic, but it starts to rise very steeply as you move up the rankings.

Search Stats Top 10

This graph shows the number of clicks for the top 10 positions for a highly searched phrase. It’s pretty evident from this that ranking #1 produces fantastic results as opposed to the other placements on the front page.

Once you’ve analysed your stats to see what your current traffic levels are in relation to where you rank you’ll be able to determine if it’s potentially profitable to use an SEO firm. There’s no point ranking #1 for keywords that no one is searching for, or if your potential traffic would be too low to warrant the expense.

Incidentally one nugget that also emerged from these figures is that 10% of all searches result on clicks on page 2 of the results. Page 1 isn’t the only place to be, you will also get traffic from a second page placement.

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You will no doubt be pleased to read that there are no hoops to jump through, or lists you have to sign up to, simply fill in the form below and change your nameservers for your domain name to make it work…

Additional instructions and help:

Domain Name: You will need one of these, if you don’t already have one we can highly recommend: UK2.Net (Click the underlined link to register a domain name in a new window)

Nameservers: You will need to change these to make your domain name and web hosting account link up together, once done it can take up to 49hrs (usually a lot less) to work properly across the Internet.

Hosting Account User names & passwords: These will be emailed to you soon after you submit the form above, if you do not receive them within 24hrs come back and fill in this form again, and double check the spelling of email address you used.

Help and Support: Your web hosting account comes with a very comprehensive online help database inside your control panel, you can access it by clicking the text “Help” link near the top right hand corner. If you cannot find the answer you are looking for in there then please email help [at] ewss.co.uk for a speedy response to your problem.

Server Uptime and Scheduled Maintenance: If at any time you experience technical difficulties, or suspect that there might be a problem with our web servers, before contacting us please visit http://www.ewss.co.uk/ and click on the “System Status” link towards the bottom of the page on the right hand side, to see if it is a known problem or scheduled maintenance first…

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If you have any questions regarding the content in this website, about the products that are mentioned, or just any questions at all don’t hesitate to contact me at the following address. I’d also love to hear any feedback on the site if you’ve found it helpful or have some ideas about how I can improve the site in some way.

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The website “ewss.biz” is part of a network of EWSS websites, and this one is specifically dedicated to providing quality information on the subject of general webmastery and in particular, on Web Hosting & Domain Name Registration.

Here you will find helpful reviews, informative information, hints, tips and much more. This site is in the format of a ‘weblog’ so that each time I post new information, it will come to the top of the front page. This means that you can check back here frequently to see new updates to the information found here.

You can navigate through the site by using the menus found at the sides of the page. Also don’t hesitate to follow the links you see in bold throughout each post to learn more about the product or service being written about.

I hope you find the information I provide valuable and helpful, but if you have any comments at all, good or bad please do not hesitate to contact me…

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