Estimated reading time: 5 minutes
Browsing the web you have most likely already noticed that the URL of some websites is identified with the acronym 'HTTPS' (i.e. 'HTTP' over SSL/TLS) and is marked by the presence of a 'padlock'. This acronym (instead of the better-known abbreviation 'HTTP') appears only when an SSL or TLS (HTTPS certificate). Indeed, by clicking on the 'padlock' located on the left side of the browser bar, it is possible to check all the details of the installed certificate. In this regard, in this article we will illustrate the importance in using SSL/TLS certificates for one's website and the related benefits both in terms of security and in the process of optimizing web pages on search engines.
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What are SSL and TLS Certificates?
SSL Certificates: Secure Socket Layers
The SSL certificate (HTTPS Certificate) consists of a cryptographic protocol that encrypts data in transit by authenticating the security of the Internet connection. It is therefore a technology adopted to protect the unauthorized dissemination of sensitive data such as credit card numbers, telephone numbers, addresses, biographical details, etc....To date, there are different types of SSL certificates characterized by different levels of validation (and price). This level is assigned by a certificate authority, which validates the authenticity of your company before issuing the certificate.
- Domain Validation Certificates (DV)
This is the most basic version of SSL certificate validation. For this reason it is ideal for those with a fairly limited spending budget.
- Organization Validation Certificates (OV)
This is the next level in terms of SSL certificate validation. In addition to validating your domain, the certificate authority also verifies your company directly.
- Extended Validation Certificates (EV)
This level is quite common among websites of medium to large companies and guarantees the highest level of reliability. The acquisition of this certificate occurs from following a prior process of control and verification by the certifying authority.
TLS Certificates: Transport Layer Security
The TLS certificate, on the other hand, consists of a more updated and secure version than the SSL certificate (HTTPS Certificate). Its functionality is the same as that of its predecessor, or rather, it fixes some of its security vulnerabilities.
SSL and TLS Certificates: SEO Optimization and Conversion Rate
The Benefits in Search Engine Positioning
An SSL/TLS certificate is considered a relevant factor in the organic ranking of website pages within search engines. Google itself has confirmed this principle; in fact, it has stated that its modern algorithms take into account the presence of an SSL/TLS certificate. For this reason, SSL certificates are considered important, not only for security reasons, but also when planning an effective and comprehensive SEO strategy.
It is equally true, however, that the presence of an SSL/TLS certificate alone is not sufficient to ensure success in organic search engine ranking of web pages. For this purpose, it is also necessary to adopt other common techniques SEO such as On-Page and Off-Page optimization.
That said, possessing an SSL/TLS certificate could significantly improve ranking in the results pages. Nevertheless, calculating the precise impact of this certificate on a website's ranking, all other variables being equal, is by no means an easy task.
A Factor That Improves Conversion Rates.
Another appreciable benefit of having an SSL/TLS certificate (HTTPS Certificate) is that it results in improved conversion rates. In fact, if a user views a Web site that does not have such a certificate, he or she will notice a message indicating that the site is not secure.
Trust is one of the main factors that users consider when they have to make online purchases. The more customers trust your website, the more likely it is to experience an increase in online sales volume. A website that is properly protected from cyber risks, especially when personal and payment details are requested, can make a big difference in customers' purchasing decisions.
SSL and TLS Certificates: To Summarize.
To conclude, in this article we have explained why installing an SSL/TLS certificate on your website is a highly recommended action for the purpose of your security, or rather, recommended. Such a choice, in fact, helps to improve and consolidate the trust of customers who are intent on buying online. Such reliance can translate into increased sales volumes and thus increased conversion rates.
On the other hand, an SSL certificate (HTTPS certificate) alone is not enough to cause a big impact on your SEO strategy. That said, it is clear that SSL/TLS certificates are highly recommended as one of several variables to consider when deciding to plan a careful strategy to improve your search engine rankings.
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