In today’s ever-changing digital world, it’s important that businesses stay up to date with Google’s best practices to make sure they continue being competitive in their relevant online markets. With Google being the most dynamic and influential company on the web, it’s integral for them to keep abreast of all the threats and opportunities that the internet produces. As a result, Google releases a multitude of updates each year: new features, bug fixes, and the majority associated with the very secretive Google search ranking algorithm.
What’s important though, is that all online businesses that use Google-related services (pretty much every online business), understand meaningful changes that may have an effect on their SEO, performance, and ultimately their bottom-line. The internet is in a consistent state of change, so online enterprises need to be flexible and adapt to new Google updates as soon as possible to guarantee they aren’t adversely impacted by these new releases.
The biggest Google update that has recently influenced online firms pertains to Google Chrome v62, which was released in October this year. The Google Chrome web browser is used by close to 50% of all online users, so it’s extremely important that online enterprises implement the applicable changes as swiftly as possible if they wish to prevent any unfavourable consequences.
What has changed in Google Chrome v62?
In the Google Chrome v62 update, Google has modified the way in which it marks non-secured (HTTP) pages. If a non-secured (HTTP) page saves security passwords and credit card information (which is kept in a plain text file), they are susceptible to phishing sites that can basically steal this information from consumers that falsely believe they are providing their personal information to an authentic company. The Google Chrome browser will begin marking any text input field and web address bar as ‘NOT SECURE’ for HTTP pages.
This change will visibly have a bearing on millions of websites around the world. Prior to the change, many non-secured websites weren’t affected by phishing attacks simply because they didn’t have a public-facing member login, and utilised PayPal or other offsite payment processors to accept online payments. Now, however, all websites will need to start securing their web pages due to the fact that users will become scared of falling victim to malevolent attacks if they input their personal information into fields marked boldly as ‘NOT SECURE’.
How to make web pages secure?
For online businesses that would like to secure their previously non-secured (HTTP) web pages, they have to encrypt the information being shared between their visitors and their web server by incorporating an SSL certificate. Google are clearly pushing for a more secure internet than ever before, and they’ve chosen SSL encryption as a vehicle to do this. For website owners who want to enable HTTPS on their web servers, here is a practical guide: https://developers.google.com/web/fundamentals/security/encrypt-in-transit/enable-https?hl=en. The following link is an additional guide on ways to avoid the ‘NOT SECURE’ warning in Google Chrome which is targeted at web developers: https://developers.google.com/web/updates/2016/10/avoid-not-secure-warn.
What this means for online businesses?
The recent Google update means that HTTPS and SSL encryption will become the norm across all web pages on the net. Eventually, each online firm will have to secure their web pages using SSL encryption whether they like it or not, or users will simply decide on a competitor that does.
What this also indicates is that not all websites using SSL encryption should be trusted, and there will be a significant increase in phishing sites using HTTPS also. Phishing sites can simply use counterfeit SSL certificates to evade the ‘NOT SECURE’ warning by Google Chrome and make their websites appear valid. This will make the differentiation between phishing sites and real websites more difficult than ever. Online firms that use an Extended Validation Certificate (EV SSL) will be the most trusted websites on the web because it will be incredibly difficult for phishing sites to mimic the authenticity that EV SSL provides.
Making all websites use SSL certificates to demonstrate their authenticity will only increase the amount of phishing sites that do the same. At the end of the day, however, SSL encryption will ultimately become compulsory, so if you need any support in securing your website with SSL encryption, speak with the digital specialists at Internet Marketing Experts Wollongong by calling 1300 595 013, or visit their website for more information: http://www.internetmarketingexpertswollongong.com.au