What is HTTPS Protocol and Its Significance in SEO Promotion

At present, the HTTPS internet protocol is the most widely used. Websites whose full addresses start with https are increasingly occupying higher positions in the ranking, thereby receiving more search traffic. This is not surprising since the expansion of this type makes the data exchange procedure much more secure by converting communication within a specific web resource into an encrypted mode.

Google actively promotes the idea of meaningful secure interactions with internet platforms. Therefore, in the updated Google Chrome browser, sites operating without an HTTPS connection are marked as “not secure.” During the sorting of results for a target query, search engine bots consider this page status (first, the overall rating is lowered, then conversion drops).

To ensure that the site’s visibility, along with all other metric indicators, does not worsen, it is necessary to switch the site to https.

HTTPS, SSL – What Are They?

Let’s dive deeper into what these abbreviations mean:

HTTPS is a special extension of the standard HTTP protocol, providing confidentiality and integrity of information during the exchange between the user’s device and the site.

SSL is a cryptographic tool for protecting personal user information. An SSL certificate makes it impossible to steal data that directly or indirectly relates to each separate user. This encryption is particularly relevant for sites engaged in e-commerce and for those making considerable efforts to form an impeccable reputation.

Main Types of Certificates

You can obtain a digital certificate from a certification authority or more automatically through Cloudflare (it’s necessary to delegate the domain to this service. This means to set the NS service of Cloudflare in the settings of the domain name registrar) or Let’s Encrypt (certificate installation often happens free of charge with support from your hosting provider). If there are no questions with obtaining free certificates, let’s look more closely at paid certificates. Thus, to get a certificate in a paid way, representatives of the organization from whom the purchase is made will conduct all necessary investigations and only after that confirm the authenticity of the web resource’s identification.

SSL certificates are available in various forms. The type of certificate assigned to a site depends on the class and specifics of verification. By the level of accreditation, certificates are of the following types:

DV or domain validated certificate

This is an “entry-level” certificate confirming rights to use the domain. This certificate assures users that they are on the page where they were directed from a browser link, meaning there was no redirection to an external resource;

OV or organization validation certificate

This is an advanced-level certificate confirming not only rights to use the domain but also the status of the company-owner of the specified symbolic name. To get the relevant certification, the organization must provide additional information for examination (such as legal address, current contact details, etc.). A web platform with such an electronic signature becomes significantly more authoritative in the eyes of users and search engines;

EV or extended validation certificate

This is the most prestigious certificate, confirming the authenticity of both the domain name and its owner. Additional guarantees of safety for client personal information and online transaction security are provided.

How to Determine the Right Certificate?

The choice of an appropriate certificate should be based on the specifics of the digital project whose identification is to be confirmed. Consider specific examples:

1. Redirecting a single domain to HTTPS: a legal entity should opt for OV, while an individual will do well with a domain validated certificate;
2. Redirecting multiple subdomains of one web resource to HTTPS: it is optimal to use the Wildcard SSL version for subsidiary projects;
3. For an entire list of domain names or a complex of projects: consider a SAN data storage network;
4. For billing companies, financial institutions, business corporations, and banks: such organizations need to switch to an extended validation certificate.

How is the Transition to HTTPS Protocol Implemented?

Once you have purchased an SSL form certificate and installed it, you need to properly migrate the site to an https:// address. This will require performing the following operations:

• Change all links on the site from http to https. The quick way is to make changes in the database;
• Make sure that http links redirect to pages with https. Be sure to check the domain with www. Redirection should occur as well. Note that, for the search engine, www. and without www are different sites.

Remember, even if the site is successfully indexed and its ranking positions are improving rapidly, transitioning to HTTPS will take time. To ensure a “move” happens smoothly without loss of traffic and conversion, act incrementally, taking into account such nuances:

1. Install a suitable SSL certificate on the site;
2. Make sure the content of the page is available in the HTTPS version (including interactive content);
3. Check the correctness of the site structure reflection;
4. Add the site with https in webmasters panels;
5. Redirect the main address to the HTTPS version and track traffic to the new domain name. If you use Cloudflare, then write rules for the domain to ensure redirection occurs.

The Move to HTTPS: Pros and Cons

Several reasons might potentially slow the transition to the HTTPS protocol. Firstly, an SSL certificate is an expensive investment, but using Cloudflare or Let’s Encrypt is free and generally suitable for most sites. Furthermore, its validity will need to be confirmed annually (in Cloudflare, the certificate renewal happens automatically). Secondly, configuration will take some time.

However, there are significantly more arguments in favor of the transition to HTTPS:

• The connection becomes secure and confidential: the leakage of personal user information to outsiders is excluded;
• The audience becomes more trustworthy to the site, improving the company’s image;
• The resource’s conversion grows along with ranking: insecure pages where personal data must be entered are viewed with suspicion by search engines.

What Mistakes are Commonly Made During Transition?

If you have switched the site to https, don’t forget to change the main mirror in Google Search Console. Check that addresses in the sitemap.xml use the new protocol (https://).

Conclusion

As of 2017, all commercial projects must work using a secure connection. Despite the fact that for sites of other types the availability of an SSL certificate is not mandatory, confirming one’s own identification on the network is beneficial for site owners. Both users and search engines prefer to work with secure resources. The audience becomes more loyal and well-intentioned to the site, and algorithms do not doubt the “transparency” and value of the project.