This article is part of our series on page experience. It highlights why HTTPS is important for everyone, but especially so you can equip your webpages to qualify for a ranking boost in Google. A secure site is a ranking signal in Google’s page experience update that went live in mid-2021. (Tip: You’ll find more info on the page experience ranking factors at the end of this post.

In this post (and be sure to see the other articles in this series at the end of this one):

• What is HTTPS?
• Why is HTTPS important?
• How do you move to HTTPS?
• FAQ: How does using HTTPS improve website security and user experience?

What Is HTTPS?

HTTPS, or hypertext transfer protocol secure, secures the data that are exchanged between a web browser (such as Chrome) and a web server (which stores, processes, and delivers your webpages to a user).

Image credit: “What is https?” by TutorialsTeacher.com

As the illustration shows, the difference between HTTP and HTTPS is that the data is not encrypted on HTTP. HTTPS helps protect against attacks that can happen while data is in transit.

Examples of attacks could be:

• A breach of sensitive data like passwords, credit card numbers, and health information
• Malware installation onto the user’s computer
• Fake content is served up to the user instead of the content they wanted
• Studying the overall browsing activities of users to discover a user’s identity ultimately

HTTPS came about in the ‘90s and originally applied to processing credit card information. But as companies like Google began to push for secure web browsing, HTTPS has become a gold standard for websites.

Google’s goal is to achieve 100% encryption across its products and services.

Why Is HTTPS Important?

HTTPS is important because it helps to protect your website and your website visitors from potential bad actors. HTTPS creates a good user experience, helps instill trust in your website, and protects your revenue.

HTTPS is also necessary when pursuing new web platform features, including progressive web apps (for more on what that is, see this article on Medium).

Google announced back in 2014 that sites with HTTPS would receive a ranking boost albeit a small one. In other words, if your site was not secure but a competitor’s was, their website may rank better, all else being equal.

Will HTTPS be a stronger signal in the future? Maybe.

In its 2014 announcement, Google said that “over time, we may decide to strengthen it, because we’d like to encourage all website owners to switch from HTTP to HTTPS to keep everyone safe on the web.”

But in 2017, Google rep Gary Illyes said they didn’t have plans to make it a stronger signal:

Another announcement coming from Google in 2015 said it would index HTTPS pages by default:

… we’re adjusting our indexing system to look for more HTTPS pages. Specifically, we’ll start crawling HTTPS equivalents of HTTP pages, even when the former are not linked to from any page.

A secure website can also protect website visitors and revenue. When people reach a webpage that is not secure, they may receive a message that labels it as such. This may cause a person to bounce from the site or abandon their cart.

Image credit: “A secure web is here to stay,” Google Security Blog

Plus, once you enable HTTPS, you can implement HTTP/2 on your site. This is the first major upgrade to HTTP since its inception, and it can improve page load time. Remember that site speed is a signal in Google’s ranking algorithm .

So it’s a good idea to implement HTTPS for security — and to do it ahead of Google’s page experience ranking update in 2021.

An additional note: I believe HTTPS is a strong trust signal, especially for ecommerce sites. But if everyone is finally HTTPS, then everyone is tied. That means NOT being HTTPS becomes a disqualifier.

How Do You Move to HTTPS?

If you’re ready to move your site to HTTPS, Google offers some good resources to start:

• Secure your site with HTTPS
• HTTPS migration FAQs
• What is a site move?

Like any site migration, it’s common to see fluctuations in rankings and traffic for a time. Depending on the size of the site, this can take weeks or more. Traffic should resolve itself after things settle (and you may even see a ranking and traffic boost afterward).

To avoid pitfalls that could impact your site during the migration, make sure that you:

• Start small by moving a part of the site and testing as you go.
• Do the migration when website traffic levels are lowest.
• Monitor your rankings before and after — there will be some flux, but it should work itself out.
• Don’t block HTTPS with robots.txt.
• Don’t forget to 301 redirect all the old URLs to the new ones.
• Make sure your internal links and tags (canonicals, etc.) aren’t referencing the old HTTP URLs.
• Avoid the noindex meta tag on important pages.
• Look for excessive redirects that may cause slow page load times.
• Ensure the content on HTTPS webpages is the same as on HTTP pages.
• Crawl the site after and make sure you get the 200 status code on all pages.

Google offers its best practices for an HTTP > HTTPS move here.

For more details on the coming update, keep reading our Page Experience series:

1. What’s the Page Experience Update?
2. How to Make a Mobile-Friendly Site
3. Intrusive Interstitials & Why They’re Bad for SEO
4. HTTPS for Users and Ranking
5. Core Web Vitals Overview
6. Core Web Vitals: LCP (Largest Contentful Paint)
7. Core Web Vitals: FID (First Input Delay)
8. Core Web Vitals: CLS (Cumulative Layout Shift)

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FAQ: How does using HTTPS improve website security and user experience?

HTTPS, or hypertext transfer protocol secure, encrypts data exchanged between a user’s web browser and a website’s server. This encryption establishes a secure channel that safeguards sensitive information from malicious actors seeking unauthorized access. HTTPS uses cryptographic protocols to ensure that the data remains confidential and tamper-proof during transmission. Consequently, this added layer of security gives users the confidence to engage with websites, knowing their data remains private and protected.

Beyond fortifying security, HTTPS significantly contributes to an enhanced user experience. In today’s fast-paced digital landscape, website speed is crucial in retaining user engagement. When combined with HTTP/2, HTTPS enables faster loading times, ensuring that users can access content swiftly and without frustration. Google’s ranking algorithm considers website speed, favoring sites that offer seamless experiences. By adopting HTTPS, website owners can cater to user expectations, resulting in decreased bounce rates and improved engagement metrics.

Moreover, the trust factor associated with HTTPS cannot be overstated. Modern internet users are aware of potential security threats and often look for visual cues indicating a website’s safety. The padlock icon in the browser’s address bar and the “Secure” label next to the URL signal to users that the website employs HTTPS. This visual affirmation fosters trust and encourages users to interact freely with the site, whether it’s making a purchase, submitting personal information, or exploring content.

An experiential insight worth noting is that HTTPS enhances user trust and impacts search engine rankings. Search engines like Google prioritize secure websites in their search results, giving them a competitive edge. This ranking boost highlights the importance of HTTPS in the context of search engine optimization. As HTTPS adoption continues to rise, websites prioritizing security and user experience through HTTPS will likely gain an upper hand in the digital arena.

Adopting HTTPS is an essential step toward bolstering website security and user experience. By encrypting data, improving site speed, and building user trust, HTTPS is a robust solution for the challenges posed by the digital landscape. Prioritizing HTTPS implementation is a best practice and a strategic move that can improve security, user engagement, and search engine visibility.

Step-by-Step Procedure: How to Fully Answer the Question “How does using HTTPS improve website security and user experience?”

1. Introduction to HTTPS: Provide a brief overview of HTTPS and its role in website security and user experience enhancement.
2. Data Encryption: Explain the data encryption process in HTTPS, detailing how it prevents unauthorized access and data breaches.
3. User Confidence: Elaborate on how HTTPS contributes to user confidence by protecting personal and sensitive information.
4. Visual Cues: Discuss the visual indicators of a secure website, such as the padlock icon and “Secure” label, and how they build user trust.
5. Website Speed: Explain the relationship between HTTPS and website speed, highlighting the benefits of faster loading times.
6. Search Engine Rankings: Detail how search engines prioritize secure websites in their rankings, emphasizing the SEO advantages of HTTPS.
7. Adoption Trends: Discuss the increasing adoption of HTTPS across websites and its impact on user expectations.
8. Migration Process: Provide a concise guide on how website owners can seamlessly migrate from HTTP to HTTPS.
9. Impact on User Engagement: Explain how HTTPS positively affects user engagement metrics, including reduced bounce rates.
10. HTTPS and Mobile Devices: Discuss the significance of HTTPS for mobile users and its role in providing a consistent experience.
11. Security Against Cyberattacks: Detail the protection offered by HTTPS against various cyber threats, such as data interception and tampering.
12. Google’s Ranking Algorithm: Explore Google’s emphasis on secure websites and how it influences search engine ranking.
13. HTTPS and E-Commerce: Highlight the importance of HTTPS for e-commerce platforms, where user trust directly impacts sales.
14. Implementation Tips: Offer practical tips for website owners considering HTTPS implementation, including selecting the right SSL certificate.
15. SEO Strategy: Explain how incorporating HTTPS into an SEO strategy can improve visibility and organic traffic.
16. User Expectations: Discuss how HTTPS has become an industry standard and aligns with modern user expectations.
17. Monitoring and Maintenance: Emphasize the need for ongoing monitoring and maintenance to ensure SSL certificates remain valid.
18. Case Studies: Provide real-world examples of websites that experienced enhanced security and user experience after implementing HTTPS.
19. Future of HTTPS: Touch on the evolving role of HTTPS in future web technologies and its continued significance.
20. Conclusion: Summarize the key takeaways from the procedure, reinforcing the crucial role of HTTPS in improving website security and user experience.

The post Page Experience Matters: HTTPS for Users and Ranking appeared first on Bruce Clay, Inc..

“Your money or your life…” It sounds like something you’d hear in an old spaghetti Western, doesn’t it? This content type is no joke though.

Your money or your life (YMYL) is how Google describes “types of pages or topics that could potentially impact a person’s future happiness, health, financial stability, or safety.”

Understanding the implications of YMYL content and how to keep within Google’s expectations is essential for website publishers and SEO professionals.

In this post, you’ll find answers to the most pressing questions about YMYL content:

• What Are Your Money or Your Life (YMYL) Webpages?
• Why Is YMYL Important to SEO?
• How Do You Optimize for YMYL?
• Raise the bar for YMYL webpages
• FAQ: How can I ensure my web content meets Google’s YMYL standards for experience, expertise, authoritativeness, and trustworthiness?

What Are Your Money or Your Life (YMYL) Webpages?

YMYL webpages contain information that could potentially impact a person’s life in serious ways. In its most recent Search Quality Evaluator Guidelines, Google explains that its Page Quality rating standards for YMYL content are “very high” because low-quality pages could have negative consequences for searchers.

YMYL pages aren’t just places where you can make a purchase. Examples of YMYL content include:

• News about important topics and current events, especially in business, politics, science, and technology.
• Information about civics, government, and the law, such as content about voting or social services.
• Financial advice and information about taxes, savings, investments, etc.
• Shopping pages, whether for products or services.
• Health and safety content including medical information and anything to do with drugs, emergency preparedness, hospitals, and more.
• Pages about groups of people, specifically claims or information about religion, sexuality, race, or other shared traits/demographics.

Google notes that the list in its guidelines is not comprehensive. Any webpage with information, advice, or claims “related to big decisions or important aspects of people’s lives” can be considered YMYL.

Why Is YMYL Important to SEO?

Google holds YMYL pages to a higher standard than other types of content. If you want webpages on these potentially sensitive topics to outrank the competition, all of the content on the page must pass the search engine’s rigorous quality checks.

This includes:

• Main Content (MC): The part of the page that directly helps the page achieve its purpose, including text, images, videos, reviews, and other user-generated content, etc.
• Supplementary Content (SC): Parts of the page that contribute to user experience but aren’t necessarily driving the purpose of the page, such as navigational links, for example.
• Ads: Paid media and monetization designed to make money from the webpage, including affiliates or any other monetized links.

Website publishers must understand that even a YMYL webpage with high-quality content may not be up to snuff if there are affiliate links or ads directing readers to dubious information that could negatively impact them.

Think in terms of the overall experience a searcher has on the webpage in question.

How Do You Optimize for YMYL?

You can’t talk YMYL without running into another impactful acronym: E-E-A-T (experience, expertise, authoritativeness, and trustworthiness). E-E-A-T is not a ranking factor; rather, it is how Google describes what it’s looking for in quality web content.

E-E-A-T is important on all types of websites and pages, from forums with strictly user-generated content to fashion blogs and gossip websites.

It is even more important on webpages that users turn to for advice and information about the topics that could seriously impact their livelihood — YMYL pages.

From Google’s guidelines:

The amount of information needed for E-E-A-T assessment depends on the type of website. For example, YMYL websites demand a high degree of trust, so they generally need satisfying information about who is responsible for the content of the site.

There are a few aspects Google looks at in particular when considering E-E-A-T. Make sure your webpage clearly answers these important questions:

• What is the purpose of this page?
• How does it demonstrate expertise, authoritativeness, and trustworthiness?
• Is the quality and amount of the main content indicative of a high-quality resource on this topic?
• Who is responsible for the main content on this page?
• What sort of reputation does this website and the person responsible for the page content have?
• Does this site sell ads or offer links to questionable and, thus, potentially harmful content or sites?

Publishers will also want to pay particular attention to “Needs Met,” a section in the Search Quality Evaluator Guidelines added in late 2020. Needs Met measures on a scale of “Fails to Meet” to “Fully Meets” how well a search engine results page and the landing page associated with the query meet a mobile searcher’s intent.

Optimizing YMYL content, pages, and sites means making it as easy as possible for both site visitors and search engines to see that your resource will not negatively impact readers. Use these tips to improve your page’s E-E-A-T.

Experience

In December 2022, Google extended the acronym to E-E-A-T, emphasizing Experience. This shift highlights the significance of firsthand, real-life expertise among writers discussing specific subjects. Pages crafted by individuals possessing ample personal experience tend to be trustworthy and proficiently achieve their goals. For example, evaluating the reliability of a product review is influenced by whether it comes from someone who has used the item versus someone who hasn’t.

Expertise

Google is specifically looking at the expertise of the person who created the page’s MC. Expertise is particularly important in YMYL topics. Google wants to see that the person who created the content has professional experience, accreditation, education, first-hand experience, and/or other qualifications that make them an expert in the topic.

To help improve your content’s expertise:

• Be clear about who created the main content and what makes them an expert on the topic. This may mean hiring experts, and you may want to include author names with brief bios in your content.
• Properly source and cite credible information to support any claims that are not common knowledge. Remember that outbound links to expert sources boost your credibility.
• Where content is user-generated, ensure there is an oversight process so that low-quality, potentially harmful information is removed.

Authoritativeness

In gauging authority, Google is looking at the authoritativeness of the creator of the MC, the MC itself, and the website as a whole.

To improve your authoritativeness:

• Ask yourself, does this page leave questions unanswered? While word count or the volume of main content is not a ranking factor, Google does want to see that the amount of content is sufficient to satisfy the reader’s needs. (By the way, you can see the word count for the top-ranked pages by using our WordPress SEO plugin.)
• Attract links from other reputable, highly authoritative websites in your niche, such as industry associations, recognized experts, and reputable publications. For more, see The CMO’s Guide to the New Link Building Strategy.

Trustworthiness

As with authoritativeness, Google is considering the trustworthiness of the MC creator, the MC itself, and the website. This is particularly important where the content offers advice on personal finance, legal issues, taxes, etc.

Ways to improve a website’s trustworthiness include:

• For sales and store pages in particular, Google is looking for a “satisfying” customer service experience. Make sure the page proactively answers common questions and that the path to service — whether by online chat, phone, or any other method — is crystal clear.
• Incorporate testimonials and reviews into pages rather than leaving them only on third-party websites or on one dedicated page. Don’t make users go looking for them; chances are, they won’t bother. Google says, “We consider a large number of positive user reviews as evidence of positive reputation.”
• Display any industry associations, relevant qualifications, badges that illustrate how you protect visitor/shopper data, refund policy information, and other information that builds trust with visitors.
• Google says that “when a high level of authoritativeness or expertise is needed, the reputation of a website should be judged on what expert opinions have to say.” What would a top industry expert say about your YMYL webpage?

Finally, look at your webpages on YMYL topics with a critical eye:

• Would I give this website my money?
• Would I consent to a medical treatment or investment plan based on what I see here?
• How confident am I in the accuracy of this information?

Read our Complete Guide to the Fundamentals of Google’s E-E-A-T for more helpful tips and examples. And also see: 5 Times When SEO Siloing Can Make or Break Your Rankings for how siloing can help with YMYL webpages.

Raise the Bar for YMYL Webpages

The bar rises substantially when you’re optimizing YMYL sites and content. Be that reputable, trustworthy source for your visitors, and Google will reward you with higher rankings and greater online visibility.

Make sure you revisit and reevaluate YMYL pages often, particularly in fast-moving spaces such as medical technology and treatments, politics, or investments, for example.

What was a great resource last year may be outdated today. You can maximize the ROI of your content by consistently updating what you’ve already invested in creating to keep it performing year after year.

If you need expert help with your SEO or content, please contact us today for a free quote and consultation.

FAQ: How can I ensure my web content meets Google’s YMYL standards for experience, expertise, authoritativeness, and trustworthiness?

Creating web content that meets Google’s YMYL standards is essential for maintaining a strong online presence and building trust with your audience. YMYL, which stands for Your Money or Your Life, encompasses content that can directly impact a user’s well-being, finances, or safety.

Here are key strategies to ensure your content adheres to these critical standards:

Understanding YMYL Content

Start by comprehending what falls under the umbrella of YMYL content. Financial advice, medical information, legal guidance, and news are prime examples. Recognize the importance of expertise, authoritativeness, and trustworthiness in these niches, as Google holds such content to higher standards due to its potential impact on users’ lives.

Adding Experience 

You want to share your personal experience and opinions. High-quality content frequently showcases the creator’s direct involvement in the subject matter, validating suggestions as tested and verified, ensuring authentic insights.

Elevating Expertise

Demonstrate your expertise through in-depth research, citing reliable sources, and showcasing your qualifications. Include author bios and credentials to lend credibility to your content. Collaborate with industry experts for guest posts or interviews, adding diverse perspectives and enhancing your content’s value.

Establishing Authoritativeness

Build authoritativeness by consistently producing high-quality content over time. Create a content calendar that covers important topics within your niche. Back up your claims with data, case studies, and references to authoritative sources. Encourage user engagement through comments and discussions to show that your audience respects and values your content.

Cultivating Trustworthiness

Transparency is key to gaining trust. Disclosure of affiliations, sponsors, and potential conflicts of interest is paramount. Provide accurate and up-to-date information – any outdated or inaccurate details could severely undermine your credibility. Implement strong security measures on your website to protect user data, assuring visitors that their privacy is a priority.

Regularly Updating and Reviewing

Stay current with industry trends and changes in Google’s algorithms. Regularly review and update your content to ensure accuracy and relevance. Collaborate with peers for peer reviews to gain insights and perspectives that can further enhance your content’s quality.

Step-by-Step Procedure: Ensuring YMYL Compliance

1. Identify Your Niche: Determine if your content falls under YMYL categories such as health, finance, legal, or safety.
2. Research Thoroughly: Conduct comprehensive research on your chosen topic, citing reputable sources.
3. Highlight Credentials: Showcase your expertise and credentials in author bios and content introductions.
4. Collaborate with Experts: Engage with industry experts for collaborations, interviews, or guest posts.
5. Create a Content Calendar: Plan a schedule to consistently produce authoritative content within your niche.
6. Reference Authoritative Sources: Support your claims with data, studies, and references from reliable sources.
7. Encourage Engagement: Foster user engagement through comments and discussions on your content.
8. Ensure Transparency: Disclose affiliations, sponsorships, and potential conflicts of interest.
9. Provide Accurate Information: Regularly update your content to maintain accuracy and relevance.
10. Prioritize Security: Implement strong security measures to protect user data and privacy.
11. Stay Updated: Keep up with industry trends and Google algorithm changes that affect YMYL content.
12. Review Content: Conduct periodic content reviews for accuracy and quality.
13. Peer Reviews: Collaborate with peers for feedback and insights on your content.
14. Improve User Experience – To provide visitors with an effortless browsing experience, provide clear navigation features, and an attractive design to make the experience painless.
15. Mobile Optimization: Optimize your site to be visible on mobile devices.
16. Page Speed: Improve page loading speed for a better user experience and SEO ranking.
17. Structured Data: Implement structured data to enhance search engine understanding of your content.
18. Avoid Clickbait: Craft honest, accurate headlines that reflect the content’s purpose.
19. Minimize Ads: Avoid excessive ads that can detract from the main content and user experience.
20. Monitor Analytics: Regularly analyze user engagement, bounce rates, and traffic sources to refine your strategy.

Ensuring your web content meets Google’s YMYL standards requires a holistic approach prioritizing expertise, authoritativeness, and trustworthiness. Following these strategies and steps can enhance your online credibility and provide valuable content that genuinely benefits your audience while aligning with Google’s guidelines.

The post What Are ‘Your Money or Your Life’ (YMYL) Webpages? appeared first on Bruce Clay, Inc..