An SSL certificate allows you to submit sensitive information securely over an encrypted internet connection. While SSL certificates have primarily been used for ecommerce websites in the past, recent Google algorithm updates are giving preference to companies who take security seriously.

Google's HTTPS ranking signal started with a low impact in early 2017. The search engine has indicated that the weight of security on rankings may increase in the future as Google wants to "encourage all website owners to switch from HTTP to HTTPS to keep everyone safe on the web."

Not only does having an SSL certificate help your search engine rankings, it also alleviates confusion following browser security updates. For example, Firefox and Chrome now give users security errors on any form they fill out on a non-secure site (any site without an HTTPS prefix). Filling out a lead generation form or even doing something as innocuous as logging into a webmail account on a server that doesn't use an SSL certificate now looks suspicious.
 

As internet users become more aware of security when submitting their personal information, SSL certificates will become necessary for successful lead generation campaigns. Trust is key to prospects providing their information through contact and content marketing lead generation forms. If prospects are concerned that their personal information could be intercepted or misused, they are less likely to share their information.

If you have noticed a decrease in your website leads or search engine rankings over the past few months, the lack of HTTPS/SSL on your website could be the culprit. And if you haven't experienced any negative effects of new security updates yet, take preventative action now.
 
To learn more about the latest trends in SEO and how you can improve your business's visibility, contact Bill White or Abby Spung at 800.606.1610.