5 reasons why migrating all site pages may be a bad idea
Importance: [rating=1] (Signal currently affects only 1% of queries)
Recommended link: Google Webmaster Blog announcement
You will know that Google uses hundreds of ranking signals to return the most relevant results for a search, plus many filters to remove spammy or duplicate results too. But it’s rare for Google to announce what these are or to disclose new signals. So, the recent announcement from the Google Webmaster Blog that use of a HTTPS (HTTP Secure) will be used as a positive ranking signal prompted many, particular retailers who will already use HTTP Secure in checkout, to take notice. Google’s precise words were:
“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”.
You may be wondering what HTTPS is? From a user point-of-view, it’s what we see as a padlock in the browser bar when we’re on a secure page like a checkout page. From a technical point of view it uses a security certificate to authenticate a website and encrypt communications between server and client - Wikipedia has full details.
I’ve been discussing the relevance of this for Smart Insights with Stuart Miller our CTO and we think no since we already use secure HTTPS for signup and payment pages and the risks of implementing it across all site pages look to high. The reasons are:
So that’s how we see it. “No way”" currently, but one to watch for the future. What about you? I hope this summary helps you if you’re discussing making this change for your site or clients.