What is an SSL certificate?

A Secure Socket Layer (SSL) is a digital certificate that authenticates the identity of a website. It ensures data remains encrypted as it travels through the internet from a web server to a user’s browser. It safeguards sensitive data such as credit card details, customer email addresses, and passwords for example.

A certificate authority (CA) issues an SSL certificate for a website and this can be requested by an entity – usually a person or an organisation, like Fifteen. When an SSL certificate is issued, it will authenticate the website’s identity and safeguard all sensitive records and data, assuring users that their information is safe from hackers.

How important is SSL for SEO?

When it comes to ranking factors, Google prioritises website security and so a stable website with an SSL certificate would have an advantage over other websites that are not as safe and encrypted — as long as other SEO factors remain constant.

However with that being said, it can be challenging to determine the exact effect of an SSL credential on a site’s SEO rankings, especially when compared to another website in the same market, but with thousands of strong backlinks. In this particular case, the benefit of having over 1,000 additional strong backlinks may outweigh the downside of not having an SSL certificate. As a result, it’s important for website owners to be aware that obtaining an SSL certificate cannot guarantee that their site will appear at the top of the search engine results list. 

Nonetheless, Google has previously stated that a site with an SSL certificate would rank higher in search engine result pages (SERPs), especially those in a difficult and competitive niche and they continually conduct SEO such as on-page SEO, technical SEO, and creating engaging and relevant content. Therefore, combining both SSL and SEO together is key to achieve a higher ranking in SERPs.

How does SSL improve SEO?

Now that we’ve learnt that combining SSL and SEO is key to achieving a higher ranking in search engines, what effect can an SSL certificate have on your SEO efforts?

It improves user experience

Having an SSL certificate enhances user experience. If a user visits an insecure website, they will see clear signs that the site is not protected and should be avoided. Browsers such as Google Chrome are raising much-needed consciousness about internet protection to users by deliberately shaming unencrypted websites. 

For example, if a user arrives on a website that does not have an SSL certificate, they will immediately be greeted with a warning stating the website is unsafe, to which the user will undoubtedly leave and look elsewhere. This instantly gives the user a negative perception of the brand in question as well as providing a bad user experience.

With an SSL certificate, it shows your website is secure and allows your audience to freely and safely browse your site, thus providing a positive user experience. It also instils trust with users and provides them with encouragement to return to your site in the future.

It can lead to higher rankings in SERPs

As we’ve just mentioned, if your website doesn’t have an SSL certificate, your users will know about it. This means that they will leave your website before being able to find the information they’re looking for. This can have a negative effect on your rankings as Google will see users leaving your site quickly and often and as a result, derank you which means you’ll move further down the results page.

But when you combine an SSL certificate with exceptional SEO efforts, you can avoid this. This is because an SSL certificate adds an extra layer of security to your site and tells search engines like Google that your site is safe to visit which builds trust and credibility, all factors that Google takes into account when ranking your website in SERPs.

It can provide more traffic

With higher rankings, comes more traffic to your site. When users are deciding what website to visit when looking for information, they will more often than not choose a site that is safe and secure. This is because they will see your site as a trustworthy source and click-through to your brand, resulting in more traffic.

All of this comes full circle because the more popular your site is and the more people engage with your site, the higher you rank. Google sees people engaging with your site as a positive and will reward you with higher rankings.

It can boost your conversions

We’ve highlighted throughout this blog that the purpose of an SSL certificate is to encrypt data sent from a web server to a user’s browser, meaning that sensitive information is protected from potential threats. 

This makes users feel confident enough to provide you with personal information such as credit card details, home addresses, and email addresses to place an order with you, leading to a higher conversion rate. Similarly, the added security of an SSL certificate on your site will encourage users to fill out forms because they can have peace of mind that their sensitive information is protected.

Speak to us for more advice

It’s clear to see SSL certificates demonstrate to the rest of the world that your website is legitimate, safe, and secure. This leads to building trust and fostering loyalty with your audience. And combining both SSL and SEO together can provide a much welcomed boost to your efforts.