This post is not about GDPR, we promise. But it is about web safety. Something you and your clients have a vested interest in – as business owners and consumers.
Internet users are more concerned than ever about web encryption, with so much personal information and transactions happening. So it shouldn’t be a surprise that more is being done to make us feel secure online. Effective from July, Google has been marking non-secure sites in the Chrome browser. So we expect SSL as default on websites and will think twice before using a website that is not encrypted.
“Installing SSL will see an uplift in organic and paid traffic, both because the search engines favour these implementations, but also because users feel more secure and are more likely to not bounce and even return in the future.”, says Jose Faria, Marketing Manager at Broadplace Advertising.
The change has been a long time coming, with Google pushing for web developers to switch to secure sites for some time – even incentivising them with rankings boosts. But now time is up for those who’ve lagged behind. And it appears that this is really just mopping up the remaining insecure sites.
According to Google:
- over 68% of traffic on both Android and Windows is now protected
- over 78% of Chrome traffic on both Chrome OS and Mac is now protected
- 81% of the top 100 sites on the web use HTTPS by default
Again, according to Google, there are three main reasons why you should switch to HTTPS:
Data sent using HTTPS is secured via Transport Layer Security protocol (TLS), which provides three key layers of protection:
Encryption. Encrypting the exchanged data to keep it secure from eavesdroppers. That means that while the user is browsing a website, nobody can “listen” to their conversations, track their activities across multiple pages or steal their information.
Data integrity. Data cannot be modified or corrupted during transfer, intentionally or otherwise, without being detected.
Authentication. Proves that your users communicate with the intended website. It protects against man-in-the-middle attacks and builds user trust, which translates into other business benefits.
Updating to an HTTPs site from HTTP can be pretty laborious, depending on the size and depth of your site. However, there are plenty of website hosts and CDNs offering free certificates.
For a really comprehensive guide on SSL certificates, SearchEngineLand have one you can take a look at.