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Grow Your Business Sales & Marketing

Is Your Business Prepared for Online Growth?

Without making changes to their websites, most small and medium-size businesses (73 percent) would be unprepared to cope with the spike of traffic if they got twice as many visitors, a new survey reports.

And if traffic tripled, the rolls of those whose online business would stop running would increase to 93 percent, according to a study conducted by Neustar, an Internet infrastructure company, and Decipher, Inc., a research company.

Neustar said the survey of 300 information-technology professionals illustrates just how unprepared SMBs are for rapid business growth. It also highlighted concerns about keeping technology costs in check while  implementing the best IT solutions.

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The potential choke point, Neustar noted, is the Domain Name System management software. DNS servers act like traffic cops on the Internet, steering browsers to the correct address. Hiccups in the DNS ecosystem can impair a site’s ability to cope with spikes in traffic.

Though this function is the foundation of a company’s Web presence, many SMBs try to manage it on the cheap. Three of every 10 IT professionals surveyed said they go for savings through “every free or low-cost service” available, while only one in eight say they’re willing to fight for an optimal solution regardless of cost.

Nearly half of the survey respondents said they recommend a best option to management but settle for a compromise.

The path of least resistance also is a common option, the survey showed, with 38 percent of the respomdents saying they use the DNS service provided by their Internet service provider . Twenty-four percent rely on a “do-it-yourself” setup,  and 16 percent opt for free hosted solution.