Understanding SSL/TLS Encryption
Secure Sockets Layer (SSL) and Transport Layer Security (TLS) are terms often exhibited in the digital world, specifically related to website security and data protection. However, there’s another dimension in which the SSL or TLS is rather crucial but frequently overlooked, and this is in the area of Search Engine Optimization (SEO).
SSL/TLS encryption is usually defined as a protocol that provides a secure encrypted link between a server and a client—typically a web server (website) and a browser, or a mail server and a mail client. To put it simply, it ensures the safe transit of people’s data online. Though it was originally designed for safeguarding the transmission of sensitive information, SSL/TLS encryption holds considerable value when it comes to SEO.
So what’s their connection—how does SSL/TLS encryption affect SEO? How can website owners take advantage of this protocol to enhance their site’s SEO? Relax! All these questions will be clarified further in this article.
The Influence of SSL/TLS Encryption on SEO
Google, one of the largest search engine providers globally, has publicly highlighted the significance of SSL/TLS in SEO. In 2014, it announced a new policy to support and encourage webmasters to switch from HTTP to HTTPS. The ‘S’ stands for ‘secure’ and is enabled by obtaining an SSL certificate. Google stated that secure websites (HTTPS) would have a slight ranking advantage over non-secure sites (HTTP), thus creating a link between SSL/TLS encryption and SEO rankings.
This move by Google was primarily motivated by the intention of promoting online security. The company aims to ensure that websites ranking high in its search results are safe for users to visit and transact with. Consequently, a website with SSL/TLS encryption signals Google that it is safe, thereby positively influencing its SEO ranking.
However, there are some caveats to be aware of. While Google gives a slight ranking boost to websites using SSL/TLS encryption, it shouldn’t be seen as a magical pill for instantly topping the search results. Several other SEO factors, such as keyword relevance, website speed, mobile-friendliness, and backlink profile, also play a crucial role.
SEO Best Practices with SSL/TLS Encryption
Successfully incorporating SSL/TLS encryption for improved SEO involves more than just obtaining an SSL certificate and being done with it. There are specific best practices in place to ensure that your website reaps the maximum SEO benefits from SSL/TLS encryption.
The first step is to update your site to use HTTPS URLs and ensure that any old HTTP links are redirected to them, to avoid having duplicate content issues. Also, all versions of your site, heard of as canonical pages, should utilize HTTPS.
Next is to make sure that your SSL certificate is properly configured and validated. Google considers only SSL certificates issued by trusted Certificate Authorities (CAs) for the ranking boost. Hence, it’s crucial to obtain your certificate from a reliable provider.
Finally, mind the SSL/TLS version. While SSL was the original protocol, it’s now considered outdated and insecure. TLS is the successor to SSL and is now the recommended protocol to use. Therefore, your site should preferably be using the latest version of the TLS protocol.
In summary, SSL/TLS encryption plays an important role in SEO, albeit a minor one. It demonstrates to Google and your users that your site is secure and trustworthy. By implementing SSL/TLS encryption correctly, you can give your site a slight boost in SEO rankings and, at the same time, offer your visitors a safer browsing experience.