Learn How SSL Can Improve Your Google Rank and Increase Sales Conversions
Want to give your website rankings a boost? While there are a lot of different things you can do to accomplish this, one really easy way is to start using SSL on your entire website. When you make the switch to HTTPS, you’re going to get a slight ranking boost from Google. Beyond that, there are other benefits of TLS as well. Keep reading if you want to learn more about how SSL can help your business online. (Not sure if you have SSL setup correctly? Just head over to SSL Tools and check your domain.)
SSL, Google and SEO, Oh My!
If you publish any sort of non-ecommerce website online, you’re going to benefit slightly from using HTTPS. As you probably know, Google announced recently that sites using SSL are going to get a slight ranking boost in their search index. These days, any slight advantage can help webmasters stay ahead of the competition. The good news is that you don’t need to spend a ton of money to install an SSL certificate on your site.
For these reasons, over the past few months we’ve been running tests taking into account whether sites use secure, encrypted connections as a signal in our search ranking algorithms. We’ve seen positive results, so 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. Official Google Blog
For informational and content based websites, something like a basic SSL certificate will be more than enough for you to get the SEO boost from Google. At the same time, if you’re using one or more subdomains to serve your content or have an Exchange Server, you may want to invest in a premium SSL certificate, which isn’t that much more expensive. Either way, you’re going to be able to get the SSL SEO boost for well under $100 per year.
Another SSL Benefit: Better Sales Conversions
And if you do have an ecommerce website or ask visitors for what could be considered sensitive information, using the right type of SSL certificate can really skyrocket your conversion rates which can lead to increased revenue. Keep this in mind when you’re thinking the price of SSL certificates is “high” when you’re shopping around. For example, going with an EV cert can help trust levels with visitors which can improve conversions.
The benefits of HTTPS on sales has been known for a long time. An article from 2006 breaks down the various studies and research that have been done when it comes to SSL and sales. Larger enterprises may need a Multi-domain UCC SSL certificate while others may benefit more from a Multi-subdomain Wildcard SSL certificate. The best way to find out more is to contact someone who has many years of experience when it comes to SSL.
Finding the right Certificate Authority is the first step in making sure you’re doing everything you can to ensure your sales conversions are where they can and should be – especially with the busy Fourth Quarter quickly approaching for online retailers. A good CA is going to be able to point you in the right direction when it comes to what type of SSL certificate you should be using.
For example, paying extra for an EV (extended verification) certificate is easily justified when you consider the benefits of having that green address bar when consumers are trying to make a buying decision. To truly understand this, you need to know a little about human psychology. The Green Address Bar is a visual reminder that a website can be trusted, which certainly affects a consumer’s decision making process when they’re shopping online.
While increasing the number of visitors you get daily can increase your overall sales, the more conversions you get out of your traffic the more you are going to make whether your traffic increases or not. Paying attention to the small details – like having the right SSL certificate installed – can make all the difference these days. With so much competition online, you want to go above and beyond when it comes to building trust. And that’s where SSL can help.
Agree? Disagree? Have a link to interesting data or a research paper? Leave a comment below and let us know. When it comes to topics like improving conversions and increasing sales with SSL, the more input from others the better. If you have stats from your own website you’d like to share, let us know!