brian trzupek - digicert - seo/sem/ssl 11/11/2014
TRANSCRIPT
November 2014
Austin Texas
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
About Me
• VP of Strategic Projects at DigiCert
• Oversees various partnerships and initiatives designed to build
value for DigiCert customers
• Security expert on PCI DSS, SaaS, cloud computing, vulnerability
assessment, and mobile
• Previously worked as VP of Managed Identity and Authentication at
Trustwave
• Prepared testimony for a congressional panel in December 2013
about the Target breach
• Founder of Creduware Software, Inc
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
About DigiCert
• 5-star, award-winning customer support
• Trusted by over 100,000 customers in more than 180 countries
• Secures over 1 trillion transactions online every day
• Builds innovative solutions for emerging markets like the Internet of
Things, Managed PKI, WiFi hotspots, and the Direct Project
• Committed to helping customers throughout the certificate
management lifecycle with powerful management tools
DigiCert is a premier provider of security solutions and certificate
management tools. DigiCert has earned their reputation as the security
industry leader by building innovative solutions for SSL Certificate
management and emerging markets.
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
DigiCert & SEO
• We understand SEO in ways many Certificate Authorities don’t
• Background of DigiCert:
• Started as an SSL Certificate reseller
• Our founder had a lot of what we called “tin foil hat” SEO
strategies—but they worked
• Through SEO and online content became what we are today
• DigiCert is truly founded on SEO
• Have an entire team dedicated to SEO and SEM
HTTPS
August 6th – Google Announcement
http://googleonlinesecurity.blogspot.com/2014/08/https-as-ranking-signal_6.html
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
SSL & SEO: Where DigiCert Lives
• Recent announcement from Google about search ranking boost for
HTTPS everywhere
• Our interests are in Internet security, specifically SSL, and SEO
• True intersection of SSL and SEO—both topics we are very
comfortable talking about
• We believe both data security and SEO are a journey, not a
destination
• Excited to share our expertise in both areas to one audience
Security is a top priority for
Google. …we’re also working to
make the Internet safer more
broadly. A big part of that is
making sure that the Websites
people access from Google are
secure. …we’d like to encourage
all Website owners to switch from
HTTP to HTTPS to keep everyone
safe on the web.
- Zineb Ait Bahajji & Gary Illyes
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
Background: Why SSL for SEO?
• Always On SSL has been considered a security best practices for
years by standards groups like the Online Trust Alliance and
Microsoft
• Already implemented by industry leaders like Google, Twitter,
Facebook, Microsoft, and PayPal
• Google always looking for new ways to make the Internet safer
• Google believes HTTPS everywhere is critical to ongoing online
security and data privacy
• Google incentivizing companies to move to HTTPS everywhere with
a search ranking boost
Every company wants to rank
favorably on Google, so it’s in
their best interest to ensure Web
pages are encrypted. …any
Website that’s storing or
transmitting user credentials or
data in plain-text is putting
customers’ data, and the
company’s reputation, at risk.
- Jason Hart
SAFENET
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
Our Transition to HTTPS everywhere
• Our journey started in March
• DigiCert researching affects of moving to HTTPS everywhere before
Google’s announcement
• Before the announcement, many companies were concerned that
Always On SSL would negatively affect SEO because of the
possibility for increased page load time
• Because SEO is so important to us, wanted to understand the
impacts before completely transitioning
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
HTTP > HTTPS Conversion
Test 1: Low-level Internal Page
• Low keyword competition
• 2nd & 3rd page SERPs
15% average improvement
Test 2: Top-tier Product Page
• Very high keyword competition
• #1 & #2 positions
No decrease in position
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
Migrating to HTTPS
• DigiCert is known for our 5-star customer support and innovative
tools to help our customers manage their certificates
• To help others migrate to HTTPS, we created a tool called with
Always On SSL Site Checker
• This tool is designed to help you transition to HTTPS everywhere
like other industry-leading companies
• Created after the experience of our own transition
• A great resource for you to pass on to your customers
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
Always On SSL Site Checker
• Located at: www.digicert.com/HTTPS/
• Features:
• Checks your site for SSL Certificates
• Gives status of existing certificates and certificate details
• Checks your target keywords in Google ranking
• Gives HTTPS status of your competitors’ pages
• Gives rank information about other top-ranking pages secured
with SSL
BRIAN TRZUPEK— Navigating the Intersection of SSL and SEO
Contact UsPlease contact us for more information, migration consultation,
dedicated support, and additional resources.
Telephone
Toll Free: 1-800-896-7973
Media & PR: 1-801-877-2123
Sales & Marketing: [email protected]
Enterprise/Managed PKI: [email protected]
Partner Information: [email protected]
Support
Direct Phone: 1-801-701-9600
Spanish: 1-801-701-9601
www.digicert.com | www.facebook.com/digicert | www.twitter.com/digicert (@digicert)