You may have noticed many business websites now have a green padlock in the address bar next to the letters ‘https’. Until recently, you’d only see that on shopping or banking sites, but it’s now become the expected norm for all business websites – even if you don’t ask people to log in or enter credit cards. Simply put, the ‘s’ in https stands for secure and means any data sent/received by the visitor is encrypted.
Clearly, it’s an essential feature for e-commerce sites, but why have all the info-only websites started using https too?
The New Google Rule
As of July 2018, Google will mark your page as insecure unless you’re using https. It’s a movement they started a few years ago to make the internet a more secure place by default. Since Google pretty much rules the internet search and increasing security is always a good idea, businesses have been gradually switching over. Without https protection, someone with access to your internet connection, whether from digital eavesdropping or hacking, could intercept the information. They could also place malware onto otherwise legitimate sites and infect innocent visitors. That’s why eighty-one of the top 100 sites online have already switched to https and a strong majority of the web is following suit.
The Browser Bar Says It All
In the same way a green padlock in the browser bar indicates a trustworthy site, you can expect non-https sites to be marked with a “not secure” warning. Previously, users had to click an information symbol to actively investigate non-secure sites. The shift to plain sight markers will be most noticeable on Chrome, however it’s expected that other browser developers will follow suit. Visitors may then be alarmed by landing on your site and seeing that the connection isn’t secure.
The fact that you may not be asking them to log in, enter personal details or payment is irrelevant. You may not be asking them to enter anything at all, but perceptions matter. Eventually that warning will be changed to an alarming red as Google declares war on unsecure sites. As the common understanding is that a warning = bad, you may get more visitors bouncing away within seconds or even contacting you to report that your site has a problem.
Boosts for Secure Sites
Google is taking its commitment to safe web browsing further by favoring https. That means the search algorithm is taking your site security into account, preferring to display results that it knows will protect users from hackers. Since https status gets the nod, you may find yourself climbing in the ranking while other businesses scramble to catch up. It really is a win-win situation.
What to Do Next
In an ideal world, your site would have a secret switch on the back-end you could flick over and suddenly be https, but it’s a little more complicated than that. In fact, you may have already noticed some sites experiencing trouble with the migration. When the setup goes wrong, users don’t see your website with a little warning in the corner, they’re blocked by a full page error and offered a return to ‘safety’ (away from your site).
The easiest way to make the move to https is to contact your web developer, as they’ll be able to make sure you’re keeping Google happy and rolling in the green.