If you use Chrome – Google’s widespread browser – you may have noticed some changes on your website pages that are now marked as an unsafe site. In fact, with a series of updates started in 2017 and in particular with the latest versions of Chrome, Google is committed to ensuring an increasingly secure web, reporting as potentially harmful and at risk sites without SSL certificate and therefore not in accordance with the protocol HTTPS .
Unsafe site, penalized in the SERP who does not adopt security protocols
The goal of Google is simple: to label as unsafe all sites with the old HTTP protocol, gradually introducing a series of signals that alert the user of a potential risk for the security of their privacy. In this regard, Google constantly provides data on the use of the HTTPS protocol, on Google and all over the web, with a visible report on the Transparency Report website. It is also reported that all websites that do not adopt HTTPS security protocols on their domain will also be penalized within the Google SERP (the SERP is more commonly known as the search engine results page, the results that appear then after typing within the search bar of Google, Bing, Yahoo and other search engines).
Unsafe site, but what are HTTP and HTTPS really?
But let’s take a step back and clarify the meaning of HTTP and HTTPS. HTTP stands for “Hypertext Transfer Protocol” or protocol for transferring a hypertext. The HTTP was born in the 80s and is used as a system for the transmission of information on the web. This fundamental protocol works on a request / response mechanism (client / server): the client makes a request and the server returns the response. In common use, the client corresponds to the browser and the server to the website.
The HTTPS, in contrast to its predecessor, uses the Secure Socket Layer (SSL) protocol, which provides three levels of fundamental protection:
- Encryption: the data exchanged are encrypted and therefore protected from interceptions
- Data integrity: any kind of modification or data corruption during the transfer is detected
- Authentication: shows that users communicate with the intended website. It protects against man-in-the-middle attacks and instills confidence in users, which translates into other business benefits
The SSL Certificate thus attests to a valid protection in the transmission of data on the web
An SSL Certificate is therefore the attestation of a valid and reliable protection in the context of the secure transmission of data. Protection confirms reliability by encrypting data in order to protect transmitted information. Whether it’s personal information, whether its password or credit / debit card information. However, it should not be forgotten that the use of symbols and various indications by Google generates the risk of losing the trust transmitted to visitors and therefore it is possible that this negatively affects positioning in search results and consequently on your software of video animation services business.
Unsafe site: check if yours has a “gray lock”
Since version 69 of Chrome (September 2018) further changes have been made to the indicators on the address bar. In fact, the green bar disappears with the text “Safe” and only the gray lock remains to indicate the presence of an SSL certificate. The reason – as stated on the blog Chromium – official voice of the browser of Google – is simple: the web should always be secure and should be reported instead only the unsafe sites (and therefore without SSL certificate).
Therefore, you cannot do without the gray lock if – for example – you have an e-commerce site. The goal is to sell and the sale takes place by sending information from the device on which we are browsing to the seller’s platform. The information collected by e-commerce issensitive that is, personal and confidential, one on all the credit card number and the relative code. An e-commerce site cannot overlook this aspect of security. It is a lack that can be reflected negatively (also) on online positioning.