The Importance Of HTTPS For SEO: Advantages In WordPress Hosting

Understanding HTTPS for SEO effects is essential for not only your website and visitors’ safety but it how it can potentially increase or decrease your visibility in Search Engine Results Pages (SERPs), especially when it comes to using WordPress Hosting. Search engine ranking algorithms and users see the HTTPS prefix as a security and trust signal. This has become an increasingly important factor in determining how well your WordPress site performs in search queries. This article will explain what HTTPS is, how it works, and the SEO benefits of implementing it for your WordPress site.

KEY TAKEAWAYS

• HTTPS is essential for web security as it protects user data and helps establish and maintain trust.
• SSL certificates are necessary to enable HTTPS.
• WordPress users can enhance their site’s security and search engine visibility by properly implementing HTTPS, with many hosting providers offering free SSL certificates with installation and configuration.
• The benefits of HTTPS include a better user experience, increased trust higher engagement, and conversion rates can all to improved SEO and SERP visibility.
• While implementing or switching to HTTPS requires some technical knowledge, the process has become increasingly accessible for WordPress users of all skill levels thanks to plugins that can automate the process.
• Regular monitoring and maintenance of HTTPS are essential for ensuring continued SEO benefits and site security.

Understanding HTTPS for Website Security

HTTPS (Hypertext Transfer Protocol Secure) is an extension of the standard Hypertext Transfer Protocol (HTTP) used for safe data communication on the Internet. The ‘S’ in HTTPS stands for ‘Secure,’ indicating that all the information being transmitted between a browser and your WordPress website and hosting server is encrypted. This encryption helps ensure that user data remains private and prevents it from being intercepted and tampered with by hackers or viewed by unauthorized people. It helps protect sensitive information like passwords and financial details and maintain user trust.

HTTP vs. HTTPS

The main differences between HTTP and HTTPS are firstly, HTTP transmits data in plain text, potentially exposing it to being intercepted and tampered with, while HTTPS encrypts all data using an SSL certificate, so it stays private and unreadable.

HTTPS verifies the identity of the server, ensuring that users are interacting with the intended, legitimate website and not an imposter, for example, a phishing site. It also uses cryptographic techniques to maintain the data’s integrity, preventing it from being changed by attackers during transfer.

Browsers often display a padlock icon or a green bar in the address bar for HTTPS websites, which shows users that the connection is safe, and the site is trustworthy. This helps reduce bounce rates as users are more likely to stay and explore a site they perceive as secure.

Conversely, sites without it are generally considered unsafe by modern browsers and they will often show visitors warnings that they shouldn’t proceed to the site. This can lead to higher bounce rates and lower user engagement metrics.

Finally, search engines give preference to websites with HTTPS, as they are considered more secure and trustworthy. This can potentially boost SERP rankings and SEO.

How HTTPS Works

HTTPS uses a protocol called SSL (Secure Sockets Layer) or the modern equivalent TLS (Transport Layer Security) certificate to establish a secure connection between a visitor’s web browser and your WordPress hosting server. It does this by:

1. Handshake: The browser initiates a connection with the server and the server responds with its SSL certificate known as an SSL Handshake.
2. Verification: The server’s certificate is authenticated and verified by the browser. This includes checking that the SSL certificate was issued by a trusted Certificate Authority (CA) and matches your website’s domain name and public key.
3. Key Exchange: When the certificate is verified, the browser and server generate a shared private key which is used to encrypt and decrypt data during transfer.
4. Encryption: The private key makes sure all the data traveling between the browser and server is now encrypted. This helps ensure that even if the data is intercepted, it can’t be decrypted without the correct key being exchanged.

WordPress Hosting HTTPS and SEO

WordPress powers a large portion of websites worldwide (approximately 43%), making HTTPS particularly important for WordPress hosting SEO. This is because many of these sites, especially ecommerce stores often handle sensitive user data, including credit card details and personal information. HTTPS encryption protects it from being read and stolen.

Next, visible security indicators, like the padlock icon and the HTTPS prefix in the address bar, can increase user trust, potentially leading to higher engagement and conversion rates.

When it comes to the platform itself, many modern WordPress plugins and themes are designed to be used with HTTPS, meaning it helps ensure they function correctly and prevents mixed content warnings.

As we’ve already covered, search engines, especially Google, consider HTTPS as a ranking factor for SEO. WordPress sites with HTTPS may appear higher up in search results compared to sites with only HTTP which are seen as unsafe. Additionally, it can enhance your website’s reputation and build trust with your audience, which can also positively impact your SEO.

Many WordPress hosting providers include a free SSL certificate with their plans along with installation and configuration. This makes it easier to implement HTTPS, especially for beginners without the necessary technical knowledge to do it themselves.

Your hosting provider should be able to optimize and maintain your site’s performance to ensure that it continues to load quickly, even after implementing HTTPS, which can occasionally impact site speed. They should also have additional security features like malware detection and removal, firewalls, and DDoS (Distributed-Denial of Service) protection to help prevent threats like hacking attempts and viruses. These features can complement your HTTPS implementation and further enhance your website’s security, user experience, and SEO.

Finally, using a Content Delivery Network (CDN) in combination with your WordPress can improve both security and performance and many have easy SSL integration.

HTTPS SEO Benefits

Implementing HTTPS on your WordPress site can have several benefits that can have a positive influence on your SEO.

Google Ranking Factor

First, Google has explicitly stated that HTTPS is a direct ranking factor, meaning that websites that use HTTPS are generally given preference over those that don’t. Even though it may not be the most important one next to having quality content and the impact of hosting speed on SEO, it does contribute to your website’s visibility.

Credibility and Trust

HTTPS provides a more secure browsing experience, which can lead to increased user satisfaction and engagement. This can indirectly improve your rankings as search engines prioritize websites with a better user experience. Similarly, it is also associated with credibility and trustworthiness because users are more likely to trust a website that uses HTTPS, which can lead to increased time-on-site and conversions.

User Experience

Following from the above, HTTPS can lead to increased engagement metrics, such as longer user session times, more page views, and lower bounce rates. These metrics indicate a positive user experience which can improve your SEO as search engines consider user behavior when ranking websites.

Higher Conversion Rates

Users are more likely to perform an action like making a purchase or signing up for a subscription or newsletter on a secure HTTPS website. This can lead to higher conversion rates, which can also indirectly influence your SEO as search engines consider website performance metrics while increasing revenue for your online business.

Reduced Bounce Rate

Visitors may be more likely to bounce (leave quickly) from a website that doesn’t use HTTPS, as they may perceive it as less secure. By implementing HTTPS, you can potentially reduce your website’s bounce rate, which is another positive SEO signal.

Implementing HTTPS on a WordPress Website

Before you can implement HTTPS on your WordPress website, you need to obtain an SSL certificate. An SSL certificate is a digital certificate that authenticates a website and creates a secure connection between a user’s computer and the website’s server which is how your site gets the HTTPS prefix in its URL.

There are two ways you can get one. Many hosting providers offer free SSL certificates as part of their plans, which is the easiest and cheapest option. These are usually Domain Validation (DV) certificates. They are the most common type of SSL; they validate that you own the domain and provide basic encryption.

Alternatively, you can purchase one yourself directly from a certificate authority. Paid SSL certificates can offer increased security and trust, for example, Organization Validation (OV) or Extended Validation (EV). These provide higher levels of domain verification and encryption.  

Configuring WordPress for HTTPS

Once you have an SSL certificate, you’ll need to configure your WordPress website to use HTTPS. Most of the time if you get one as part of your hosting plan, your provider will install and set it up on the server for you. If you want to do it manually, here are the general steps:

1. Installation: Follow your hosting provider’s instructions to install the SSL certificate on your server.
2. Update WordPress Address: In your WordPress admin dashboard, go to Settings, then click General. Update the WordPress Address and Site Address fields to use HTTPS instead of HTTP.
3. Force HTTPS: To ensure that all traffic to your website is redirected to HTTPS, you can use a plugin like Really Simple SSL or modify your website’s .htaccess file.

To force HTTPS using a plugin, install and activate it, it will automatically detect your SSL certificate and redirect any HTTP traffic to HTTPS. If you are comfortable with coding access the .htaccess file through your hosting control panel or use an FTP (File Transfer Protocol) client and add the code to redirect traffic.

Keep in mind that an incorrectly configured, invalid, or expired SSL certificate can cause browser warnings, deterring users from visiting your site. Additionally, SSL certificates have an expiry date so it’s essential to keep yours active to avoid security vulnerabilities and ensure that your website remains accessible to visitors. Regularly check your certificate’s expiration date and renew it ahead of time.

Switching from HTTP to HTTPS

When switching from HTTP to HTTPS, it’s essential to do so carefully to avoid any breaks in your website’s functionality or downtime. Before making any changes, back up your site to maintain SEO health, including your database, files, and settings. This acts as a safety net in case something goes wrong, and you can revert to the previous stable version. Unplanned downtime can negatively impact user experience and SEO rankings.

Update Internal and External Links:

Ensure that all internal links on your website are updated to use HTTPS. This includes links in your navigation menu, posts, and pages. You can use a plugin or a search-and-replace tools to automate this process. If your website has external links pointing to your content, inform the respective websites to update their links to HTTPS. This will prevent broken links and maintain a positive user experience.

Check for Mixed Content

When switching to HTTPS, it’s crucial to address any mixed content issues. Mixed content occurs when a secure HTTPS page loads content (such as images, scripts, or stylesheets) over HTTP. This can compromise the security of your website. Use a browser developer tool to identify and fix any mixed content issues.

Update WordPress and Plugins

Ensure that your WordPress CMS and all installed plugins are updated. Many plugins have built-in support for HTTPS and may require updates to function correctly. Older themes or plugins may not be compatible with HTTPS so make sure to identify and update any incompatible software to avoid functionality issues. If you have a sitemap, update it to include your new HTTPS URLs. This will help search engine crawlers index your content correctly.

301 Redirects

To ensure that search engines and visitors are properly redirected from HTTP to HTTPS, implement 301 redirects. This tells search engines that the content has permanently moved to the new HTTPS URL. You can use plugins or modify your website’s .htaccess file to set up 301 redirects. Ensure that all redirects are properly set up as misconfigured 301 redirects can lead to lost link equity and SEO penalties

Monitor

After making the switch, monitor your website for issues or errors. Check your website’s analytics to check for any changes in traffic and user behavior. HTTPS can sometimes lead to slightly slower load times. Optimize your website’s performance to minimize any potential SEO impact.

Check for crawl errors related to HTTPS. These errors can prevent search engines from indexing your website’s content. Address any crawl errors promptly.

Monitoring and Maintaining HTTPS SEO

Once you’ve implemented HTTPS for your WordPress site, you need to monitor it to help maintain the benefits it provides for your SEO. Here are a few tools that can help you make sure everything is running as it should:

• Google Search Console: Google Search Console provides reports on website performance, including HTTPS-related issues. It can help you identify mixed content errors, crawl errors, and other issues.
• SSL Checker: Online SSL checkers can provide detailed information about your website’s SSL certificate, including its expiration date, issuer, and security level.
• Browser Developer Tools: The developer tools in your web browser can be used to check your site’s HTTPS implementation and identify any errors or warnings.

FAQs

Other Blogs of Interest

– An Overview of WordPress Hosting SEO

– WordPress SSL Certificates and Hosting: Importance for Security

– Best SEO Hosting for WordPress Sites: What to Look For

– Ecommerce SSL Certificates and Secure Hosting for Online Stores

– Optimizing Your Site: SEO Hosting Advantages of Managed WordPress