Why HTTPS Matters for Content Marketers: Website Security, SEO, and Customer Trust. But it’s time for all content marketers to get at least a little technical. The issue is a web security protocol called HTTPS (Hyper-Text Transfer Protocol Secure). Or you may just know it as the little green padlock in the top corner of your web browser: No matter what you call it, HTTPS provides a secure, encrypted channel for a website to transfer data to a browser, and vice versa. Beyond the safety considerations, however, the push for websites to adopt HTTPS matters for content marketers. Not having HTTPS on your site can now hurt your marketing efforts in two big ways: search engine visibility and customer trust. HTTPS Is an SEO Ranking Factor Google is one of the major supporters of HTTPS, using its considerable leverage to increase adoption of the protocol. If your content is just as good as a competitor’s, but they have HTTPS and you don’t, they’re likely to rank higher on the results page. How to Get HTTPS In the past, managing even a simple site’s security certificates could be a hassle. First, check with your internet provider to see if they offer automated HTTPS—many will help you get set up and manage your certificates.
Full disclosure: As a content marketer, I’m still trying to round out my technological knowledge. The complex inner workings of the internet might as well be some combination of elves, gnomes, and unicorns. As long as it delivers my content (and a steady stream of memes and status updates), it doesn’t matter how the internet works, right?
But it’s time for all content marketers to get at least a little technical. There are new marching orders from our overlords at tech giants like Google, Facebook, and Apple, and they’re going to directly affect your content marketing strategy.
The issue is a web security protocol called HTTPS (Hyper-Text Transfer Protocol Secure). Other terms you might encounter are SSL (Secure Sockets Layer) or TLS (Transport Layer Security). Or you may just know it as the little green padlock in the top corner of your web browser:
No matter what you call it, HTTPS provides a secure, encrypted channel for a website to transfer data to a browser, and vice versa. It uses digital certificates to verify that each party is who they say they are—and that no third-party is intercepting the data.
It’s easy to see why HTTPS is a good idea—you don’t want some shady character snooping on your passwords and credit card information when you’re online banking at Starbucks. And you wouldn’t want to think you’ve connected with your bank, when you’re actually on www.stealyourmoney.biz.
Beyond the safety considerations, however, the push for websites to adopt HTTPS matters for content marketers. Not having HTTPS on your site can now hurt your marketing efforts in two big ways: search engine visibility and customer trust. Here’s what you need to know.
HTTPS Is an SEO Ranking Factor
Google is one of the major supporters of HTTPS, using its considerable leverage to increase adoption of the protocol. To that end, they have added HTTPS status as a ranking factor in searches. Since Google owns well over half of the search market—and over 90% of mobile search—your site’s ranking on Google has a massive impact on your organic traffic.
If your content is just as good as a competitor’s,…
COMMENTS