In today’s ever-changing digital environment, it’s paramount that businesses stay up to date with Google’s best practices to make sure that they continue being competitive in their particular online markets. With Google being the most powerful and influential company on the web, it’s key for them to keep abreast of all the threats and opportunities that the internet creates. For that reason, Google releases a multitude of updates every year: new features, bug fixes, and the majority relating to the very secretive Google search ranking algorithm.
What’s important though, is that all online businesses that use Google-related services (basically every online provider), are aware of pressing changes that may influence their SEO, performance, and ultimately their bottom-line. The internet is in a continual state of change, so online providers have to be versatile and accustom to new Google updates as quickly as possible to guarantee they aren’t negatively influenced by these new releases.
The most prevalent Google update that has recently had a bearing on online businesses pertains to Google Chrome v62, which was released in October of this year. The Google Chrome web browser is used by close to half of all online users, so it’s extremely important that online businesses incorporate the specific changes as quickly as possible if they want to reduce any damaging repercussions.
What has changed in Google Chrome v62?
In the Google Chrome v62 update, Google has changed the way in which it marks non-secured (HTTP) pages. If a non-secured (HTTP) page keeps security passwords and bank card information (which is held in a plain text file), they are susceptible to phishing sites that can basically steal this information from clients that falsely believe they are supplying their personal information to a genuine business. The Google Chrome browser will begin marking any text input field and web address bar as ‘NOT SECURE’ for HTTP pages.
This change will clearly affect millions of websites all over the world. Prior to 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 due to the fact that users will become hesitant of succumbing to harmful attacks if they insert their personal information into fields marked boldly as ‘NOT SECURE’.
How to make web pages secure?
For online providers that wish to secure their previously non-secured (HTTP) web pages, they need to encrypt the information being dispensed between their customers and their web server by incorporating an SSL certificate. Google are clearly 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 would like to enable HTTPS on their web servers, here is an informative 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 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 denotes that HTTPS and SSL encryption will become the norm across all web pages on the web. Sooner or later, each online company will have to secure their web pages using SSL encryption whether they like it or not, or users will simply go with a competitor that does.
What this also implies is that not all websites using SSL encryption should be trusted, and there will be a consequential increase in phishing sites using HTTPS also. Phishing sites can simply use false SSL certificates to sidestep the ‘NOT SECURE’ warning by Google Chrome and make their websites appear reliable. This will make the distinction between phishing sites and real websites more challenging than ever. Online companies that use an Extended Validation Certificate (EV SSL) will be the most trusted websites on the net due to the fact that it will be extremely difficult for phishing sites to mimic the authenticity that EV SSL provides.
Making all websites utilise SSL certificates to verify their authenticity will only increase the number of phishing sites that do the same. At the end of the day, however, SSL encryption will inevitably become required, so if you need any support in securing your website with SSL encryption, talk to the digital specialists at Internet Marketing Experts Perth by calling 1300 595 013, or visit their website for additional information: http://www.internetmarketingexpertsperth.com.au