September 25, 2023
SSL stands for Secure Sockets Layer. This extra layer on the http connection ensures that data is communicated encrypted, creating an https connection. When using HTTPS, the data is encrypted, making it impossible for an outsider to know what data is being sent. The https version is a better version of the http version. You can recognize an https website by looking at the URL. In all cases, the URL in your browser starts with ‘https://’. The purpose of an https connection is to securely exchange passwords and other privacy-sensitive data.
What is the difference between http and https (SSL certificate)
Before we explain how to obtain an https connection, we delve further into the technical differences between retrieving a web page with and without an https connection.
NS resolution
When a user enters a URL (for example, https://www.example.com) in the address bar of their browser and presses "Enter", the process begins with the DNS (Domain Name System) to look up the IP address of the server behind that URL. This is necessary to reach the web server.
TCP handshake
After the IP address of the server is found, a TCP connection is established between the browser and the web server. This is done through a series of three steps, known as the TCP handshake.
SSL/TLS handshake
Once the TCP connection is established, the SSL/TLS (Secure Sockets Layer/Transport Layer Security) handshake begins. During this phase, an exchange/communication of information takes place to establish the security parameters and to ensure encryption.
Data transfer and connection closure
During your website visit, the browser and the server can securely exchange data. When the session is closed, this can happen in several ways, but usually the connection is simply closed.
SSL certificate important for SEO
An SSL certificate, or an https connection, is especially important for e-commerce companies. E-commerce companies are nothing more than companies that sell products and services online and have a payment module such as iDeal. With a view to search engine optimization, an SSL certificate is important. Google wants to provide its searchers with reliable and relevant information as effectively as possible. An SSL certificate ensures that a website exudes more trust towards the visitor of a website. This is not the case with websites with an http connection because the exchange of data does not happen securely. An SSL does not have an unlimited lifespan, and therefore timely renewal of the SSL certificate is important.
Common mistakes in SEO with SSL certificate
Now that you know more about the creation of an https connection and how to obtain it for your website, we delve deeper into the impact on SEO of poorly/not implementing an SSL certificate.
1.Not renewing the SSL certificate on time
Suppose you have an SSL certificate for your website that ensures an encrypted connection between browser and server. Obtaining backlinks does have an influence on this. If your website is not renewed on time, the https URLs will no longer work. A visitor to an external website who clicks on an https backlink to your website will therefore be redirected. This creates an extra intermediate step for the visitor and may also have a negative effect on your link building efforts.
2.Double URL structures
It still happens that websites use two URL structures, namely the https:// version and the https://www. version. Failure to set up canonicals or 301 redirects has a negative impact on your SEO (search engine optimization).
3.Double canonical tag
A canonical is a tag in the HTML code of a website in which you specify where the original content of the website is located. You always refer to the page where the identical content is located. Suppose you have a website with two URL paths/pages as shown below. In the event that both pages have a self-referencing canonical tag (to their own URL), Google has difficulty specifying the correct content in this situation. Google has difficulty with this because the website indicates that this is different content.
The solution is to not make the canonical self-referencing or to place a 301 redirect.
4.No 301 redirect from http to https
Unfortunately, we still often see that an http version has a self-referencing canonical, which can cause duplicate content. For a web developer, it is not difficult to add a 301 redirect within the .htaccess file, where all http URLs redirect to an https URL.
Our opinion on an SSL certificate with SEO
For websites that want to practice SEO, an https connection is a must. Most Dutch websites have an https connection. This is because it is quite easy and often cheap or completely free to obtain. Also for reasons outside of SEO, such as safety, obtaining an SSL certificate is important. So it is not a question of whether it is necessary, but when you will do it!
SEO Specialist
Tiemen de Jonge is a seasoned SEO Specialist at Seeders Zwolle. With a keen eye for detail and a passion for optimizing online presence, Tiemen helps clients improve their search engine rankings and drive organic traffic to their websites. With years of experience in the digital marketing industry, Tiemen is dedicated to staying up-to-date on the latest SEO trends and techniques to deliver top-notch results for Seeders' clients.
