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SEO Trends Provides Revenue Opportunity for Hosting Providers

November 3, 2014 | By Editor 

Summary

Most SEO giants were taken by surprise when Google announced it would use Secure Socket Layer (SSL) for ranking websites. The reason being none of them received any emails from the numerous service providers suggesting websites migrated from unsecured to secured.
The Web Host Industry Review (WHIR) published an article explaining the what the new algorithm means to Web hosts, when Google announced the changes on August 6, 2014.

SEO Trends and Cloud and Hosting Services

This change by Google is a good opportunity for Web and cloud hosting firms.

  • Apart from increasing their revenue via selling SSL certificates, they can generate business by guiding customers convert from a unsecure website to a secure one, and automation.
  • There is huge chance for hosting providers to exhibit their awareness of the happenings in the world of Internet and how essential is good hosting for their Google ranking.
  • With speed already a key ranking factor and SSL now being introduced as another one, there exists a big opportunity for hosting providers to distinguish themselves from others.
  • Converting a website from the standard HTTP to HTTPS offers the opportunity to make the website faster subsequently helping with the latest Google search ranking signals.
  • It presents an opportunity to use the underutilized technologies The Online Certificate Status Protocol (OCSP) and SPDY (speedy). A good service provider can set up these these protocols, when configuring an SSL certificate.

SPDY Technology

  • SPDY technology was developed by Google to basically speed up TLS connections by multiplexing multiple requests via one connection. However, the tool is not compatible with all types of servers. SPDY compresses, multiplexes, and prioritizes to achieve speed. According to a study, only 2.3 percent of websites currently use SPDY.
  • This offers hosting services a good opportunity to serve customers better by making websites faster. Currently, mostly high-traffic websites such as Google, Twitter, and Facebook use SPDY.
  • Sites that load slower are at a huge disadvantage when it comes to Google ranking. This is in particular true for websites that release frequent updates.

OSCP Stapling

The other technique hosting services can use to speed up websites is OSCP stapling. It basically checks if a SSL certificate has been revoked. Generally, the Web browser does this but with OCSP the server send it’s certificate and the OCSP results with the initial certificate request.This means the Web browser does not have to cross reference or download with the certificate authority (CA), saving a little bit of time. Basically, the browser skips an extra connection thus speeding the website load speed for the end user, and saving a lot of time.

Importance in Offering SSL

Hosting service have started to realize the importance in offering SSL to their customers.

  • As demonstrated with its Penguin and Panda search engine rankings, Google continues to grow smarter about how it ranks websites benefiting it’s own business from the advertisement side. The so-called SEO tricks are only 10 percent technical, however every tool available still presents opportunity to improve search engine rankings.
  • Tricks aside, Google’s aim is to create a situation where good, quality content is the king, and the tech giant is succeeding in it.
  • The strategy is to make the end user happy with quality content instead of overusing a keyword to get better rankings. Coaching customers on this idea is another opportunity for hosting services to stand out amidst a large crowd.

Regarding the latest Google Penguin update released last week, websites that are performing really well likely would not see a significant effect from these rollouts.
This holds true for websites focusing on high-quality content and refrain indulging in the long-abandoned activity keyword stuffing.

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