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HTTPS As a Ranking Factor...Or Not?By Eric Enge

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From the SMX East 2014 Conference in New York City, NY. SESSION: How To Secure Your Site For Google's HTTPS. PRESENTATION: HTTPS As a Ranking Factor...or Not? - Given by Eric Enge, @StoneTemple, CEO - Stone Temple Consulting. #SMX #33A

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HTTPS As a Ranking Factor...Or Not?By Eric Enge

  1. 1. HTTPS as a Ranking Factor … Or Not? Eric Enge @stonetemple +Eric Enge
  2. 2. Who is Eric Enge? § Lead Co-­‐author: The Art of SEO § CEO: Stone Temple Consul6ng, 50 person Digital Marke6ng agency § Columnist: § Interviewer: Eric Enge @stonetemple +Eric Enge
  3. 3. Data From SEO Clarity A Detailed Study Eric Enge @stonetemple +Eric Enge
  4. 4. Methodology • Monitored top 10 results for 130,000 keywords • 218,000 domains tracked • HTTP vs. HTTPS ranking tracked • Sites which switched from HTTP to HTTPS aLer August 7th iden6fied • Ranking posi6ons measured Eric Enge @stonetemple +Eric Enge
  5. 5. How Many Sites Made the Switch A>er August 7th? Only 630 of the 218,000 sites have switched so far (0.3%) Eric Enge @stonetemple +Eric Enge
  6. 6. Very Few Major Brands Switched GoDaddy was the only major brand that was seen to switch Eric Enge @stonetemple +Eric Enge
  7. 7. Pages HTTP vs. HTTPS HTTPS Pages 8/10 8/17 8/24 8/31 9/07 9/14 9/21 Eric Enge @stonetemple +Eric Enge
  8. 8. 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 Eric Enge @stonetemple +Eric Enge
  9. 9. Switched Our Own Site Too Eric Enge @stonetemple +Eric Enge
  10. 10. Tracked Dates That Indexed Page Changed to HTTPS Eric Enge @stonetemple +Eric Enge
  11. 11. Changeover States – HTTPS Page Not Even Discovered Eric Enge @stonetemple +Eric Enge
  12. 12. Changeover States – Not Yet Indexed by Google Eric Enge @stonetemple +Eric Enge
  13. 13. Changeover States – Not Yet Indexed by Google Eric Enge @stonetemple +Eric Enge
  14. 14. Changeover States –Indexed by Google Eric Enge @stonetemple +Eric Enge
  15. 15. Changeover States –Indexed by Google Eric Enge @stonetemple +Eric Enge
  16. 16. 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 Eric Enge @stonetemple +Eric Enge
  17. 17. SHA-­‐1 CerUficates Being Deprecated • Bought an Extended Valida6on SSL Cert • Stricter level of valida6on • Heard that this was “be[er”, so I did it • Digicert provided us with a SHA-­‐1 cer6ficate by default • However, these are being deprecated L • Fortunately, SSLGuru flagged this issue for us • Caused a 2 day delay Eric Enge @stonetemple +Eric Enge
  18. 18. Had Some Details to Clean Up Eric Enge @stonetemple +Eric Enge
  19. 19. Social Sharing Code – to Show Counts From HTTP Page <?php $h[purl = "h[p://www.".$_SERVER['HTTP_HOST'].$_SERVER['PHP_SELF']; $h[psurl = "h[ps://www.".$_SERVER['HTTP_HOST'].$_SERVER['PHP_SELF']; echo " <div class='l-­‐like' data-­‐href='".$h[purl."' data-­‐send='false' data-­‐layout='box_count'></div> <a href='h[ps://twi[er.com/share' class='twi[er-­‐share-­‐bu[on' data-­‐counturl='".$h[purl."' data-­‐ url='".$h[psurl."' data-­‐count='ver6cal' data-­‐via='moz'>Tweet</a> <div class='g-­‐plusone' data-­‐size='tall' data-­‐href='".$h[purl."'></div> "; ?> Eric Enge @stonetemple +Eric Enge
  20. 20. What This Code Does • Shows share counts from original HTTP URL • Will NOT add in new clicks on the bu[ons aLer the site is moved • Should only use on posts made prior to the migra6on Eric Enge @stonetemple +Eric Enge
  21. 21. Pseudo Code for Ideal Logic • If Post Date Prior to Migra6on Date • Use Code that shows shares from original HTTP URLs • Else • Use Code that shows shares from new HTTPS URLs Eric Enge @stonetemple +Eric Enge
  22. 22. Facebook Counts SUll Wrong on Some Posts The Real Number is 818 Eric Enge @stonetemple +Eric Enge
  23. 23. Thank You! Eric Enge eenge@stonetemple.com Twi[er: @stonetemple Google Plus: +Eric Enge (508) 879-­‐0950 h[p://www.stonetemple.com Eric Enge @stonetemple +Eric Enge

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