In today’s ever-changing digital landscape, it’s crucial that companies keep up to date with Google’s best practices to ensure they continue being competitive in their relevant online markets. With Google being the most powerful and influential company on the net, it’s important for them to keep abreast of all the threats and opportunities that the internet generates. Accordingly, Google releases a multitude of updates every 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 companies that use Google-related services (practically every online organisation), recognise extensive changes that may affect their SEO, performance, and ultimately their bottom-line. The internet is in a constant state of change, so online providers must be flexible and adapt to new Google updates as quickly as possible to make certain they aren’t adversely impacted by these new releases.
The most important Google update that has recently impacted online enterprises pertains to Google Chrome v62, which was released in October this year. The Google Chrome web browser is used by almost 50% of all online users, so it’s quite important that online businesses incorporate the related changes as quickly as possible if they intend to avoid any detrimental consequences.
What has changed in Google Chrome v62?
In the Google Chrome v62 update, Google has reshaped the way in which it marks non-secured (HTTP) pages. If a non-secured (HTTP) page saves security passwords and bank card information (which is stored in a plain text file), they are vulnerable to phishing sites that can essentially steal this information from users that wrongly believe they are giving their personal information to a trustworthy business. The Google Chrome browser will start marking any text input field and web address bar as ‘NOT SECURE’ for HTTP pages.
This change will naturally bear upon millions of websites all over the world. Before the change, many non-secured websites weren’t impaired 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 because users will become frightened of falling victim to malevolent attacks if they enter personal information into fields marked boldly as ‘NOT SECURE’.
How to make web pages secure?
For online businesses that wish to secure their previously non-secured (HTTP) web pages, they need to encrypt the information being imparted between their consumers and their web server by incorporating an SSL certificate. Google are distinctly pushing for a more secure internet than ever before, and they’ve opted for SSL encryption as a vehicle to do this. For website owners who want to enable HTTPS on their web servers, here is a useful guide: https://developers.google.com/web/fundamentals/security/encrypt-in-transit/enable-https?hl=en. The following link is an additional guide on how you can avoid the ‘NOT SECURE’ warning in Google Chrome which is aimed at website developers: https://developers.google.com/web/updates/2016/10/avoid-not-secure-warn.
What this means for online businesses?
The recent Google update signifies that HTTPS and SSL encryption will become the norm across all web pages online. Eventually, each online business will have to secure their web pages using SSL encryption whether they like it or not, or users will simply find a competitor that does.
What this also signifies is that not all websites using SSL encryption should be trusted, and there will be a notable increase in phishing sites using HTTPS also. Phishing sites can simply use fraudulent SSL certificates to circumvent 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 companies that use an Extended Validation Certificate (EV SSL) will be the most trusted websites on the net because it will be incredibly difficult for phishing sites to copy the authenticity that EV SSL provides.
Making all websites employ 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 guidance in securing your website with SSL encryption, talk to the digital specialists at Internet Marketing Experts Sunshine Coast by calling 1300 595 013, or visit their website for more information: http://www.internetmarketingexpertssunshinecoast.com.au