Google now actively states that security is a top priority for it: There is a strong move across the major digital platforms to favour or even demand greater security. This is in a large part a response to recent major government access to all digital content but also to the increasing threat of security breaches and hacks.
Google in particular now specifically looks for security on a site in its ranking algorithm and gives extra value to sites using HTTPS encryption by default.
What this means for your site?
Google is telling web owners that they are looking for secure sites “we’re also working to make the Internet safer more broadly. A big part of that is making sure that websites people access from Google are secure.. .. We want to go even further. At Google I/O a few months ago, we called for “HTTPS everywhere” on the web”.
Google is now using HTTPS as a ranking factor, i.e. those sites without secure HTTPS will do less well than those with it. Google is being explicit and helpful with this change. It is stating that it is currently giving webmasters a chance to upgrade their security and therefore improve their search rankings. Over time it is likely to increase the value it places on secure HTTPS. So those websites that get in early will not only get a benefit over their competitors now, but will continue to get an increasing benefit as time goes on.
What can you do?
There are a number of things to implement HTTPS. Simply put, you need to purchase and install a secure certificate. This has some knock on effects to search rankings that need to be mitigated such as:
- Map previous urls to the revised https where necessary using 301 re-directs
- Update all internal links
- Ensure your robots.txt allows search engines to crawl your site
- Monitor traffic to ensure the migration occurs successfully
- Provide an error page for deleted or merged content
- Update all URL details with Google
How Nvisage can help
Our Digital Marketing Team headed by Guillaume, Our Digital Marketing Manager specialise in delivering excellent Google rankings through implementing Google’s requirements. We have a thorough understanding of what Google is looking for and can help your site beat your competition.
Call us for a chat on 0845 094 3331 about your site and improving its rankings by improving its security in the way Google is telling us all.