Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Direct Answers in Search

814 views

Published on

From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: How To Secure Your Site For Google’s HTTPS Algorithm. PRESENTATION: Direct Answers in Search - Given by Eric Enge, @stonetemple - Stone Temple Consulting, CEO. #SMX #24A

Published in: Marketing
  • Be the first to comment

Direct Answers in Search

  1. 1. March 3, 2015 Direct Answers in Search
  2. 2. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Who Am I? Columnist & Contributor CEO & Founder 40+ person Digital Marketing and SEO firm
  3. 3. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Data From Searchmetrics Changes in Visibility
  4. 4. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Examples of Major “Changers” and Increases
  5. 5. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Are Factors Other Than Google in Play? HTTPS Domains Show Steady Increase in Visibility Since July 2012!
  6. 6. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a August 2014 to January 2015 Impact Average Increase in Visibility of 6% Across All Sites Which Made the Switch to HTTPS
  7. 7. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Data From SEO Clarity A Detailed Study
  8. 8. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Study 1: August 2014 to End September 2014 • Monitored top 10 results for 130,000 keywords • 218,000 domains tracked • HTTP vs. HTTPS ranking tracked • Sites which switched from HTTP to HTTPS after August 7th identified • Ranking positions measured
  9. 9. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Average Ranking of Pages 8/10 8/17 8/24 8/31 9/07 9/14 9/21 This is a Very Narrow Range! 5.89 5.93
  10. 10. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Study 2: October Through December 2014 • Monitored top 100 results for 139,000 keywords • Monitored over a 14 week period of time • HTTP vs. HTTPS ranking tracked • Ranking positions measured
  11. 11. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a How Many URLs Made the Switch Between October 4th and December 28th? 12,095 Total Domains Made the Switch
  12. 12. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Major Domains That Changed to HTTPS 269 Domains with a Moz Domain Authority of 90 or Higher Switched
  13. 13. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Observed Ranking Change After 2 Weeks New Drop Per Changed URL of 0.07 in the SERPs
  14. 14. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a URLs Gainers and Losers in Rankings
  15. 15. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Switched Our Own Site Too
  16. 16. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Tracked Dates That Indexed Page Changed to HTTPS
  17. 17. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Changeover States – HTTPS Page Not Even Discovered
  18. 18. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Changeover States – Not Yet Indexed by Google
  19. 19. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Changeover States – Not Yet Indexed by Google
  20. 20. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Changeover States –Indexed by Google
  21. 21. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Changeover States –Indexed by Google
  22. 22. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Ranking Scenarios – 12 Pages Indexed as HTTPS 12 Total Pages Indexed 6 Improved Rankings 5 Rankings Got Worse 1 No Change Net Impact: No Material Change
  23. 23. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a SHA-1 Certificates Being Deprecated • Bought an Extended Validation SSL Cert • Stricter level of validation • Heard that this was “better”, so I did it • Digicert provided us with a SHA-1 certificate by default • However, these are being deprecated  • Fortunately, SSLGuru flagged this issue for us • Caused a 2 day delay
  24. 24. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Had Some Details to Clean Up
  25. 25. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Social Sharing Code – to Show Counts From HTTP Page <?php $httpurl = "http://www.".$_SERVER['HTTP_HOST'].$_SERVER['PHP_SELF']; $httpsurl = "https://www.".$_SERVER['HTTP_HOST'].$_SERVER['PHP_SELF']; echo " <div class='fb-like' data-href='".$httpurl."' data-send='false' data-layout='box_count'></div> <a href='https://twitter.com/share' class='twitter-share-button' data-counturl='".$httpurl."' data- url='".$httpsurl."' data-count='vertical' data-via='moz'>Tweet</a> <div class='g-plusone' data-size='tall' data-href='".$httpurl."'></div> "; ?>
  26. 26. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a What This Code Does • Shows share counts from original HTTP URL • Will NOT add in new clicks on the buttons after the site is moved • Should only use on posts made prior to the migration
  27. 27. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a Pseudo Code for Ideal Logic • If Post Date Prior to Migration Date • Use Code that shows shares from original HTTP URLs • Else • Use Code that shows shares from new HTTPS URLs
  28. 28. searchmarketingexpo.com @stonetemple / +Eric Enge #SMX #24a eenge@stonetemple.com (508) 879-0950 www.stonetemple.com

×