How an SSL Certificate Can Influence your Search Rankings?

by KEN
SSL Certificate

In case you have not been doing much about SEO, you can no longer ignore the value of search ranking o your website. It can mean the difference between success on the internet and a sad story of bad development investment dollars spent on developing the best website.

If you are not ranking high on SERPs (Search Engine Result Pages), you are leaving money on the table. While SEO is a continuous process and you need to be on your feet all the time to ensure maximum return from your website investment, installing a Comodo SSL Certificate is perhaps the easiest way to get started.

Here are some reasons for you to seriously consider making use of SSL/HTTPS:

The dreaded “not secure” label

Chrome version 68 released on July 2018, and given that it is the most widely used web browser on the planet, any changes mean you need to be watching carefully. With this release, sites that do not have an SSL certificate installed (or non-HTTPS sites) show up with a scary-looking glaring label – “Not secure”. Now, this does not mean there is anything grossly wrong with your website technically, but it does affect your site’s credibility. And, it is a sure way to scare away a lot of potential customers.

This means a high bounce rate, which Google and other major search engines use as a cue to push your website down on their search rankings – so not only did you lose some existing traffic but also missed the chance to get more organic traffic.

Google is looking to create a more secure internet for everyone and keeps rolling out changes in multiple phases in the Chrome browser to push site owners to move to HTTPS, by installing SSL certificates.

Data released by Google indicates that more than 3/4ths of users on Chrome visit sites that have HTTPS enabled, so SSL is quickly becoming the new order. This data is propelling Google’s efforts to push the global embracing of HTTPS/SSL.

Search Engines use SSL as a Ranking Factor

Believe it or not, the search engines are not just in the business of helping their customers find answers to their questions. They are stepping up their game and are now taking measures to ensure they do not send their users to sites that may not be able to secure their transactions.

To this end, Google and other search engines push you down in rankings if you do not have an SSL certificate installed. It is critical that you consider switching HTTPS on for your entire website, not just pages that you think need heightened security. This will boost your rankings in the SERPs when the users look at search results.

Nobody goes beyond the first search page, even if they scroll past the first few items – so not installing SSL and switching on HTTPS is a sure way of losing potential organic traffic.

Increased conversion

In case you do not know, SSL/HTTPS encrypts data while it is being transmitted between the user’s browser and the website. This means that even if a hacker were to insert themselves in the middle of the traffic (Called a MIM or man in the middle attack), they would not be able to make sense of the information being exchanged.

Seeing the “secure” symbol on the browser when visiting your website instills confidence in your user base when they have to exchange sensitive information like their credit card numbers or any personally identifiable information. Users are wary of getting their data compromised on the internet, and you will find it hard to get them to transact with you if you do not have HTTPS enabled.

Why do some website owners choose not to install an SSL certificate?

In spite of all the benefits of having HTTPS turned on and realizing the pitfalls of not having your traffic secured, some website owners decide to go without SSL certificates for various reasons.

One factor is cost – they do not want to spend money on an SSL certificate. You can get a Comodo SSL Certificate without breaking your bank, and there are different types to suit your needs (including free options). If you have already made a substantial investment in launching a great website, adding an SSL certificate is not much of a price to pay to make it a success. Not having an SSL certificate is definitely asking for trouble.

Some think they will lose their SEO rankings. Well, you are going down anyway since the Googles of the world and the users ditching your website are going to push you down if you do not have an SSL certificate installed. As for search rankings, there are multiple reasons for fluctuations.

And to be clear, search engines are very good when it comes to accommodating changes to web page rankings when you switch from HTTP to HTTPS.

So, do not make the mistake of thinking you can survive today’s internet without SSL certificates. You will end up losing potential traffic and current customers. Save your investment and get on the route to better SEO. Buy and install the right SSL security certificate on your website.

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