Google is the top search engine on the web, used by millions of people all over the world. In fact, Google Chrome is the most used web browser, according to U.S. Government’s Digital Analytics Program (DAP). Google Chrome is used by 44.5% of web users, followed by Safari at 25.4%, and Internet Explorer trails behind at 15.5%. Since Google dominates the market, it takes website security very seriously. Google is constantly rolling out anti-hacking programs, algorithms, and more to make sure its users stay safe on the web.
If you’ve ever noticed the words “Not Secure” in your address bar in Google Chrome, this is actually one of Chrome’s many security features. “Not Secure” will now be displayed in Google Chrome if a website’s URL starts with HTTP, instead of HTTPS. For anyone unsure of the difference between the two, one has extra security. HTTPS means Hyper Text Transfer Protocol Secure.
The reason this should matter to you is that the 44.5% of all internet users who use Google Chrome will be able to easily see if your website is secure or not. If a web browser and potential tenant thinks your website is unsafe, they may also question the overall safety and integrity of your facility, which can affect whether they want to rent a unit online from your facility.
Moz, a leading SEO software company, states that 50% of Page 1 Google search results are secure websites that display HTTPS in the URL. The Official Google Webmaster Central Blog states that HTTPS is indeed a positive ranking signal and can boost a website’s SEO performance. It is a small ranking factor at the moment, but its weight in determining organic rankings may increase in the future as Google rolls out more security features.
Also, websites that aren’t up-to-date on their SSL (Secure Sockets Layer) certificate may see a drop in their organic rankings in the Search Engine Results Pages (SERPs).
The takeaway from all of this technical jargon is that the security of your website can greatly affect your website traffic and SEO performance. Many web users, especially more technically savvy ones, may be quick to leave your site soon after arriving on the homepage if they see the “not secure” mention in the address bar. This quick action of leaving a website is called “bounce rate”, which is the rate that website visitors abandon your website.
A high bounce rate can negatively affect your website’s SEO ranking. Google algorithms keep track of your bounce rate and assume that if many people are leaving your site soon after arriving, then your website may be suspicious in some way. If your rankings suffer, then calls will slow and people will go elsewhere for their storage needs.
Online shopping is just a way of life in business now and those that present themselves as questionable online may lose business. Like it or not, most people prefer to visit and make purchases online. When buying items online, many folks prefer to use secure websites. Smart online consumers are often discouraged from putting their personal information, including credit card data, into a website without the security of HTTPS.
If you are a facility that allows tenants to rent and pay for storage units online, you need to offer a secure experience. Not only will you protect your clients, but the trust and credibility of your website can influence your organic search engine ranking. That means, if your customers and potential tenants don’t trust your website, then Google may not either and your ranking will suffer.
Your self storage website is one of the most important conversion tools for your business. Making sure that your site is secure will help you maintain a steady stream of website visitors and strong organic search engine rankings, which will lead to more paying tenants.
If you have questions about your website’s security or want to renew your website’s SSL certificate, please contact Jill Baker, Director of Sales for The Storage Group, directly at (720) 218-1196 or firstname.lastname@example.org.
The Storage Group specializes in digital marketing for the self storage industry. We offer many services and packages specific to the needs of the industry to help your business grow! Contact us today!