The SEO landscape is ever-changing, and for those vying for the top spots in search engine rankings it represents a constantly moving target.
Therefore, it’s hugely important to stay abreast of any relevant Search Engine Optimization (SEO) news.
What’s more, with organic search being such a huge traffic driver for many websites, and Google’s dominance, it’s particularly important to keep tabs on any developments.
In this article, we’ll reveal four things happening with Google and SEO you need to know about.
We will explain the changes taking place and how you can respond effectively.
Let’s get started!
1. HTTPS Could Become a Stronger Ranking Factor
Hyper Text Transfer Protocol Secure (HTTPS) is the secure version of HTTP, an application protocol that sends data from your browser to the website it’s connected to.
“Secure” in this aspect means the data that’s sent is encrypted. HTTPS pages appear with a lock symbol in the address bar.
Security is a top concern among users and search engines alike, and HTTPS connections are encouraged.
Back in 2014, it became a lightweight ranking signal that would eventually strengthen over time.
Although it’s now much more prominent, a 2016 study found that most top websites hadn’t adopted HTTPS. Moreover, for many that had, it wasn’t working correctly. In spite of this, Google has continually pushed for HTTPS – for example, in its Chromium Projects. As such, the adoption of HTTPS will only continue to grow in the not-too-distant future.
Aside from improving your search rankings, there’s another benefit of making the switch to HTTPS.
It also provides additional site security, which is particularly important for you and your visitors if you accept payments or personal information.
For those looking to get onboard, adopting HTTPS can be resource-intensive, particularly for larger websites.
However, with the success of projects such as Let’s Encrypt, securing your site is becoming easier.
Additionally, Google is not the only company encouraging the change.
WordPress are making their own attempts to force adoption of HTTPS.
Finally, depending on the type and size of your site (and the resources required), you might decide to act now, or opt for a wait-and-see approach.
However, given the big push HTTPS has received already, you should look to make the switch sooner rather than later.