In parts one and two of our On-Page SEO series, we discussed some basic on-page SEO factors in the current search engine landscape that are often overlooked. In part three, we’re going to talk about why SSL certificates are important for your website.  

As the privacy concerns of Internet users continue to grow, security has always been a concern for website owners and marketers. Google — in a bid to ensure that the privacy of their consumers is protected — has long declared that it favors sites that are secure.  

In 2014, the search engine giant confirmed HTTPS as a ranking signal, and ever since then, businesses have pondered whether switching to secure HTTPS will improve their search engine rankings and online visibility.  

While better rankings is definitely a reason for having an SSL certificate for your website, it’s not the only reason. We’ll discuss more benefits of SSL and the effect it has on your site’s SEO. But before we do that, let’s briefly address some basic questions.  

What is HTTPS? 

When you see HTTPS in a website’s URL, it means the site is secure. HTTPS (Hypertext Transport Protocol Security) sites include the SSL 2048-bit key and can secure a site connection with the help of authentication and encryption. An SSL certificate, when installed on a web browser, displays the green padlock or other browser indicator, showing the visitors that the site is secure.  

What is an SSL Certificate? 

An SSL Certificate is a set of data files that can be added to your server to establish a secure and encrypted connection between a browser and your server. 

  • SSL Certificates typically offer three-layered security to your website. 
  • Encryption secures a user’s activity and protects it against stealing of information 
  • Data integrity eliminates the risks of the files being corrupted as they’re transferred 
  • Authentication offers protection against cyber-attacks and helps to build users’ trust 

Are SSL and HTTPS the Same? 

Yes, the terms “SSL” or “SSL Certificate” are used interchangeably with HTTPS. An SSL certificate is a bunch of data files that you have to buy and install on your server, while HTTPS is what you get as a result of having that certificate on your server. 

How Do SSL Certificates Affect SEO? 

Although Google has made HTTPS a ranking signal, it has been counted as a “very lightweight signal” within the overall ranking algorithm. According to Google, HTTPS is not as significant as other signals like high-quality content. An SSL certificate affects less than 1% of global queries, but as a factor that signifies users’ security, it contributes to the user experience by showing that a site is trustworthy.  

As such, here are some SEO advantages of switching to HTTPS that you should consider. 

Improved Rankings 

You may not improve your search engine rankings purely by moving your site to HTTPS, but we recommend it as part of an overall SEO strategy. With a greater push towards a more secure web, the impact of HTTPS on search rankings is likely to increase in the future.  

Today, Google Chrome and Mozilla have introduced new versions of their browsers that display warnings to users if they are about to venture on a site that’s not secure. If your site is one of them, it may give visitors a reason to leave. This will ultimately impact your SEO in a negative way.   

Less Dark Traffic and Referral Data 

HTTPS renders Google Analytics even more effective since unlike HTTP, the security data of the website that referred to you is saved in your analytics. This means that referral sources won't appear just as "direct traffic" and your analytics tool will know where the data comes from. As a result, you are likely to have access to some great data about your visitors that you didn’t have before. This is a good thing from an SEO perspective. 

Security and Privacy 

HTTPS not only helps users feel safe online, it also acts as a safety net for website owners. By enabling SSL on your website, you can avoid financial damages and data theft while also protecting your site's authority and reputation. 

Make the Switch to HTTPS Now 

With increasing awareness of  making the Internet a safer place for all users, HTTPS is  becoming the new standard for websites. Therefore, it’s a smart strategy to move your website to HTTPS sooner rather than later.  

Security SSL is just one of the many pieces of information we analyze as part of our complimentary SEO Audit. We call it your Digital Footprint summary. Learn more and request yours today!

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