Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Course: Elements of a Great They Ask, You Answer Website

Start the Course Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Web Design
Close
Elements of a Great They Ask, You Answer Website

Free Course:

Elements of a Great They Ask, You Answer Website
Start the Course
Elements of a Great They Ask, You Answer Website
Free Website Course
View Elements of a Great They Ask, You Answer Website
Elements of a Great They Ask, You Answer Website

Free Course:

Transform your website into your best salesperson and get set up for inbound marketing success!

In this course, you’ll learn:

  • What content and features your website needs to succeed with inbound marketing
  • How to design your website to best educate your audience
  • How to gradually make improvements or redesign entire elements of the website

4 Crucial Things You May Have Ignored When You Switched to SSL

By Derrick Weiss

Derrick Weiss also recommends this free course, Elements of a Great They Ask, You Answer Website.

4 Crucial Things You May Have Ignored When You Switched to SSL Blog Feature

I’ve been doing a lot of research into SSL lately.

First off it stands for Secure Sockets Layer, but it’s more commonly known as the ‘s’ after the ‘http’ in many website URLs. You can see ours if you look at your browser right now.

SSL isn’t anything new. Google announced it back in 2014, and since then, many sites have begun using it on their websites, protecting their users’ information. At the time, it wasn’t a huge ranking factor (it affected fewer than 1% of global queries).

Free Course: Elements of a Great They Ask, You Answer Website

If anything, the most important factor in implementing SSL was user perception. I mean, would you submit your credit card information on a website that didn’t have that little green lock? Probably not.

Today, SSL is more than just a factor in peace of mind, it plays an important role in the ranking and authority of your website. If you haven’t already switched your site over to SSL, here are a few crucial things to know about SEO (and more) when you do.

But first, let’s back up for a second and understand why we are all here.

Why is SSL Important to SEO?

Content is still king, and organic traffic is the biggest driver of that. Great content has a lot of attributes, but just like anything in life, without proper care, it will fall into decline.

Data security is important and most data shows that Google gives preference to sites that take this seriously (a.k.a. Implement SSL.)

Improper SSL implementation, however, is one example of how technical SEO can hurt your search rankings, obfuscate your data, and generally make you uncomfortable.

This is the case for one of my clients, Ambs Call Center, one of the top answering services in the country, based in the heart of the US: Michigan. In late 2016, the company transitioned its site to include an SSL certificate. Consequently, they saw a drop in organic traffic.

So, we looked into why that was happening and learned a few things.

4 Things You May Have Ignored When Switching to SSL

#1 You Need to Update Search Console

The first thing we found was we didn’t have the right data - we couldn’t even see why it was happening.

When you switch your site to SSL, there are a lot of things to do, but one of the most important from an inbound perspective is creating a new property within Google Search Console -- basically submitting your URL, raising your hand to Google to pay attention to a new version of your site.  

Note: You should create a Search Console property for each version of your website. (https://www.domain.com, https://www.domain.com, https://domain.com, https://domain.com, etc.)  For the apex domain, you might have to dig in a little further, but that’s beyond this article.

Creating a new property is not that hard:

  1. Navigate to Google Search Console and login.
  2. Click Add a Property.
  3. Enter your https address.
  4. Click Add.
  5. Verify your ownership of the site. The easiest way is Google Analytics (GA) - if you’re an admin on GA, you’re already verified. If not, then copying the verification code to the <head> portion of your website is a solid bet.
  6. Submit your sitemap, and wait patiently for your data to fill up.

Without Search Console setup correctly, you won’t be able to gather data on your pages, submit (or resubmit) your sitemap, or check/fix errors that Google finds when crawling your site.

After all, it will give you a TON of data you can use to make iterative improvements to your website and your content.

#2: Same Goes for Google Analytics

The second thing we noticed with Ambs was that Google Analytics was inaccurate.

Similar to Search Console, Analytics needs to be updated for SSL as it is one of the best ways to judge whether or not SSL has made an impact on your website’s rankings and SEO. Without it - you’re guessing, and if you’re guessing, you’re not making good marketing decisions.

You need to do this in two places in the admin area of Google Analytics: Property Settings and View Settings.

  1. Open your Google Analytics portal, and click on ‘Admin’, near the bottom of the page.
  2. Choose the correct account from the Account dropdown. Choose the Property you want to update under the Property dropdown.
  3. Click on Property Settings.
  4. Choose https:// from the Default URL dropdown.
  5. Save your changes, click the back arrow in the top left.
  6. Repeat steps 3-5, but instead of Property Settings, click on View Settings.

Lastly, make a note of when the switch to SSL was made. Write it on a sticky note on your monitor, set a reminder in your calendar - but make sure to measure organic traffic 30, 90, and 180 days from when that switch was made.

That’s the best way to understand how the switch to SSL affected your rankings.

#3: You’re Going to Lose Traffic

As with most changes to your website at the domain level, you’re probably going to see a reduction in organic traffic after switching to SSL. Even heavyweight, Moz saw a reduction in traffic after switching to https of about 11%.

There’s just no way around it. Google’s algorithm doesn’t work as fast as you, so don’t expect an immediate boost in rankings.

#4: ...But You’ll Get it Back

Moz saw its traffic return to normal levels in about 3 months. It could be faster or slower for you. There’s really only one way to tell.

Most marketing teams use Google Analytics or HubSpot to monitor traffic, and it also accounts for the switch to SSL. Here’s a quick tutorial on how to alter your Google Analytics for that.

The Point: Moving to SSL is Tricky

But there’s a silver lining if you’re using HubSpot.

Many of our clients (and us) use HubSpot’s SSL service to manage the majority of this process, and while there are multiple levels of it for those businesses that need the top shelf product, the standard version works for the 99%.

Best of all, it’s free with the website add-on.

You’ll still need to do some serious QA, particularly of website assets, to make sure that images, scripts, CSS, and plugins are working correctly, but this add-on will remove the largest barrier - the technical side - of moving to SSL for your website. .

Not sure if you’ve setup your SSL certificate correctly? Head over to Qualys SSL Labs and submit your URL to get graded.

Need help with a website redesign on the HubSpot Website Platform? Talk to us.

Elements of a Great They Ask, You Answer Website
Elements of a Great They Ask, You Answer Website

Free Course:

Elements of a Great They Ask, You Answer Website

Transform your website into your best salesperson and get set up for inbound marketing success!

In this course, you’ll learn:

  • What content and features your website needs to succeed with inbound marketing
  • How to design your website to best educate your audience
  • How to gradually make improvements or redesign entire elements of the website

Topics:

Web Design
Published on July 24, 2017

Recent Articles

8 Crucial Elements Every Homepage Should Have [+Video]
January 15, 2022 • 6 min read
What Does a Great Inbound Marketing Website Look Like in 2022?
January 10, 2022 • 11 min read
What Makes a Good Website Design? 7 Award-Winning Examples To Be Inspired By
December 18, 2021 • 9 min read
What Is a Learning Center and Why Does My Website Need One?
November 22, 2021 • 6 min read
5 Prep Secrets for a Smoother, More Successful Website Project (+ Infographic)
October 14, 2021 • 7 min read
7 Self-Service Tools on Business Websites to be Inspired By
September 29, 2021 • 7 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
ICYMI: Digital Marketing News Update for July 26, 2021
July 26, 2021 • 6 min read
ICYMI: Digital Marketing News Update for July 19, 2021
July 19, 2021 • 6 min read
What the Heck is Going on With All the Google Updates? (Content Lab, Ep. 54)
July 15, 2021 • 1 min read
8 Best Business Website Designs (Updated for 2021)
July 15, 2021 • 5 min read
ICYMI: Digital marketing news update for July 12, 2021
July 12, 2021 • 5 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
6 tips for building a great diversity and inclusion page (+examples)
June 29, 2021 • 7 min read
Google punts third-party cookie ban to 2023 for 'responsible planning'
June 25, 2021 • 6 min read
8 types of website performance metrics you should look at on a monthly basis
June 24, 2021 • 11 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
8 Business Blog Design Examples That Keep Readers Engaged
June 16, 2021 • 6 min read
5 ways you can use the StoryBrand framework to make a better website
June 14, 2021 • 5 min read
What is a Featured Snippet? [Definition + Examples]
June 10, 2021 • 4 min read
Google June 2021 core update live, July core update coming
June 4, 2021 • 3 min read
Google's June page experience core update will be mobile first, then desktop
May 21, 2021 • 3 min read
Every website agency talks about strategy; How is IMPACT different?
April 19, 2021 • 5 min read