The Future of https in Search
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Neil Walker from made Notable will discuss secure search, its past, impact and future. It was big news when Google first announced HTTPS as a ranking signal in August 2014, so what impact has this had for businesses, should brands and webmaster update to https and what tools and advise is needed to ensure a website meet Google’s guidelines. This webinar will cover: 1. History of Https 2. The impact – Winners & Losers 3. Tools and advice to help you switch 4. The future of https as a ranking signal
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The Future of https in Search
- 1. The Future of https in Search Neil Walker Founder madeNotable
- 3. What we are talking about 1. What & Why do we have Secure Search 2. What is Https as a ranking factor 3. The Impact – Winners & Losers 4. Common Problems with implementation 5. The Future of Https as a ranking Signal http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo
- 4. What is Secure Search? http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo
- 5. What is Secure Search? http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo • Initially launched in May 2010 Google started the moved towards Secure Search • In 2011 Google started redirecting all U.S users to https://www.google.com from http Why? • Search Results have become more personalised • Stops electronic snooping on users search habits • General Privacy
- 8. Why Https? http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo HTTPS HTTP TLS HTTP - Hypertext Transfer Protocol TLS – Transport Layer Security
- 9. Why Https? http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo • Passive Attacker – https gives your users a secure channel to what they are viewing, buying etc. • Active Attackers – https gives your customers a guarantee that when they land on your websites server, they are getting the real website.
- 10. Why Https? http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo • Authentication – Am I talking to who they claim to be. • Data integrity – has anyone tampered with the data. - Is the information correct. • Encryption – can anyone see my conversation - Protects from eavesdroppers.
- 11. What is Https? http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo • In June 2014 – Google proposed Https Everywhere (Secure by Default) Why? • Protect your website (Avoid access or service being compromised.) • Protect your websites users General Privacy
- 12. Https as a Ranking Signal http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo
- 13. Https as a Ranking Signal? http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo • So Google want to adopt a Secure by Default approach. • So rewarding sites which use https was built into Google Algorithm and released in August 2014
- 14. Https as a Ranking Signal – The Initial Result http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo • 1% of Search Queries affected • Google has hundreds of ranking factors (Don’t be fooled by the myth of 200) • It carries less weight than High Quality Content. – A Similar weight to Pagespeed.
- 15. Https as a Ranking Signal http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo • Search metrics analysed URL rankings for - 30,000 keywords. - From August 2012 to March 2013
- 16. Https as a Ranking Signal http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo Black Line Represent: • The difference of SEO Visibility For Https V http. Red line Represents: • Google’s release of the Https ranking signal Results: “HTTPS-encryption is now statistically significant.”
- 17. Https as a Ranking Signal http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo
- 18. Https as a Ranking Signal http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo October 2013 – “Google: More First Page URLs In Search Results Are HTTPS Relative To The URLs On The Web” • Only 10% of all Crawled and discovered URLs are https. • 30% of first page results contained at least one https URL listed.
- 19. Https as a Ranking Signal http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo Our own Clients • We have seen nominal or very little changes: • In Search ranking results • Traffic No Negative or positive change (7 sites traffic levels between 5K-15K sessions per month)
- 20. Https as a Ranking Signal http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo Stone Temple (SEOClarity data) • Looking at 218,000 sites • 0.3% had made the switch to https “This pretty much confirms that Google told us – that any ranking impact is so small that it’s not noticeable, even in a test of this scale.” – Stone Temple Consulting
- 22. Implementing https http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo Technically Demanding • Google Considers http and https as separate websites • 301 Redirect: once a switch is made to https, you must ensure all HTTP traffic is redirected as natural traffic could suffer. “Gary Illyes, a Webmaster Trends Analyst at Google, announced on Google+ this morning that over 80% of the eligible HTTPS URLs are not being displayed in Google’s search results as HTTPS URLs, instead they are showing up as HTTP URLs simply because of webmaster configuration.”
- 23. Implementing https http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo Webmaster Tools • You need to set up a new profile for https • Change of Site address tool doesn’t work for http to https. • You will notice an initial drop in impressions and clicks reported from GWT. Remember to configure: • Geo-targeting • URL parameters • Disavow lists
- 24. Implementing https http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo Analytics • Best Practise to change setting to https (It will still report)
- 25. Google's Recommendations http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo • Type of Certificate - single, multi-domain, or wildcard certificate • Use 2048-bit key certificates • Use relative URLs for resources that reside on the same secure domain • Use protocol relative URLs for all other domains • Don’t block your HTTPS site from crawling using robots.txt • Allow indexing of your pages by search engines where possible. (Avoid the noindex robots meta tag.)
- 26. Testing http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo • Use https://www.ssllabs.com/ssltest/
- 27. Tip – CloudFlare.com http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo • Free version (Available) • Reduce site Downtime • Increase in Site Performance • Built in Security • https Ready
- 28. The Future of Https in Search http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo
- 29. Https as a Ranking Signal http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo “we're starting to use HTTPS as a ranking signal. For now it's only a very lightweight signal — affecting fewer than 1% of global queries, and carrying less weight than other signals such as high-quality content — while we give webmasters time to switch to HTTPS. But over time, we may decide to strengthen it, because we’d like to encourage all website owners to switch from HTTP to HTTPS to keep everyone safe on the web.” Zineb Ait Bahajji and Gary Illyes, Webmaster Trends Analysts
- 30. Possible Warning Signals in Serps http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo
- 31. Possible Warning Signals in Serps http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo Gary Illes (Web Trend Analyst / Google) advised they are trying internal experiments on Warning a searcher prior to clicking a Https page if it isn’t really secure. (March 2015) Possible to show on broken https websites What if it showed on all non https websites
- 33. Conclusion http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo • Secure by Default is a movement embraced • Bing announced of June 15th the Move to Encrypted Search • Currently it carries very little weight • It is best practise, but you won’t see significant results. • If you decide to implement • Make sure you have tested and its done correctly.
- 35. http://www.semrush.com/webinars/the-future-of-https-in-search/ @theukseo Background to Secure Search: • http://www.wordtracker.com/blog/google-secure-search • http://googleblog.blogspot.co.uk/2011/10/making-search-more-secure.html • http://searchenginewatch.com/sew/news/2296351/goodbye-keyword-data-google-moves-entirely-to-secure-search Https as a Ranking Signal: • https://www.youtube.com/watch?v=cBhZ6S0PFCY • http://googlewebmastercentral.blogspot.co.uk/2014/08/https-as-ranking-signal.html • http://blog.searchmetrics.com/us/2015/03/03/https-vs-http-website-ssl-tls-encryption-ranking-seo-secure-connection/ • https://www.stonetemple.com/how-strong-is-https-as-a-ranking-factor/ Implementing https • http://searchengineland.com/seo-ssl-conversation-jon-henshaw-raven-tools-208771 Future of Https in Search • http://searchengineland.com/google-says-half-security-certificates-broken-web-216361 Other Sources: • https://econsultancy.com/blog/65783-just-how-much-of-a-ranking-signal-is-https/ • https://support.google.com/webmasters/answer/6033049 • https://www.ssllabs.com/ssltest/ • http://blog.searchmetrics.com/us/2014/08/09/https-as-a-ranking-factor-how-to-handle-it/ • https://www.google.com/search/about/insidesearch/howsearchworks/thestory/