SEO and SSL: does a certificate improve a site's position and does its type affect this?

In 2018, it was stated that the use of HTTPS (a secure version of HTTP, where the "S" stands for Secure) would be seen as a positive signal for search results. This meant that sites using SSL could expect to rank higher than those running an unencrypted protocol. Much time has passed since then, but many companies still use HTTP sites. In this article, we will look at whether the presence of an SSL certificate affects SEO positions, as well as how the type of certificate can affect the site’s ranking and what errors can prevent the correct security setup.

What are SSL and HTTPS

HTTPS (HyperText Transfer Protocol Secure) is a secure version of HTTP for transferring data between a server and a browser. To use HTTPS, you need an SSL certificate, which confirms the “identity” of the website, and the data is encrypted using SSL (Secure Sockets Layer) technology. This encryption process protects transmitted personal information, such as passwords, credit card numbers, and other sensitive information from unauthorized parties, so that only a server with the right key can decrypt it.

Let's imagine a situation: you go to an online store to make a purchase. On the page, if there is a secure connection, the browser checks the site's SSL certificate. If everything is in order, “https://” will be displayed in the address bar, which indicates that the connection is secure. Otherwise, the browser will warn you of possible danger.

Without an SSL certificate, sites such as online stores, banks and other companies that work with users' personal data risk losing customer trust and facing the threat of data theft. Even if SSL doesn't have a noticeable impact on SEO, its absence will leave your site vulnerable to attackers.

SEO and SSL certificate: the impact of HTTPS on promotion

Research shows that having a secure protocol is an important ranking factor, along with aspects such as keyword usage, content quality, and site navigation ease. However, it cannot be said that SSL directly improves a site's ranking. This is actually more of a basic requirement rather than an added benefit. In most search engines today, more than 90% of sites use HTTPS.

Types of SSL certificates and their impact on rankings

There are several types of SSL certificates, which can have different effects on the security and trust of a site. Let's look at them:

• Self-signed certificate - is not issued by certification authorities and is not trusted by most browsers. This certificate is free, but is not recommended for commercial sites.
• DV (domain validation) — a basic certificate that verifies only the site domain. This is the most affordable option that is supported by all browsers and provides minimal protection.
• OV (Organizational Validation) — this certificate verifies not only the domain name, but also legal information about the site owner. It inspires more confidence among users than a DV certificate.
• EV (extended validation) - the most strict and expensive certificate that requires the provision of documents confirming rights to the domain. EV certificates provide a high level of trust and security for users.
• Wildcard — this certificate protects the domain and all its subdomains. It can be either DV, OV or EV, depending on the level of verification.
• SAN (subject alternative to name) — allows you to protect several domains within one certificate, which makes it convenient for large projects with multiple sites.

Regarding the impact of certificate types on SEO, self-signed certificates do not help improve rankings, since search engines do not trust such sources. For other types of certificates, such a correlation has not been established, but there is an opinion that EV certificates can inspire greater trust among search engines, especially for sites in the financial or commercial field.

Impact of a Certificate Authority on Ranking

Search engines do not differentiate between certificate authorities that issue SSL certificates. The task of search engines is to check the presence of a certificate and its correctness. The main thing is that the certificate was issued by a trusted certification authority, and everything worked without errors.

Top problems due to incorrect SSL certificate installation

Mistakes when installing an SSL certificate can lead to problems with site indexing, which will negatively affect SEO. Here are the main mistakes to avoid:

• Incorrect redirection from HTTP to HTTPS — if the redirect is not configured correctly, search engines may perceive sites with HTTP and HTTPS as two different resources, which will lead to SEO losses.
• Incorrect data in the certificate — the domain specified in the certificate must exactly match the domain of the site. Otherwise, search engines may consider the site unreliable and lower its ranking.
• Mixed content - If the site uses elements that are loaded over an insecure HTTP connection (for example, images or scripts), this can cause security problems and negatively affect SEO.

Conclusion

An SSL certificate is an integral part of website security, especially when it comes to storing and transmitting confidential data. It has a positive impact not only on SEO rankings, but also on user trust, and can also increase conversions and sales. It is important to make sure that the certificate is installed correctly and the site is correctly configured to work with HTTPS.

If you have questions about setting up SSL or SEO, you can contact our SEO studio. We will help with any questions regarding SEO promotion of your website. Write to us by email info@seo.computer.

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