Earlier this year, Google began tracking the progress to offer 100% encryption across all of its services. One of their most difficult properties to fulfill this on is YouTube. The enormous amount of traffic across innumerable devices people use to watch videos made this a herculean task. The Engineering and Development Team handling the process now report that 97% of all traffic on YouTube is now encrypted using HTTPS.
Even if you’re not familiar with web site encryption, you’ve definitely used it. Encrypted sites are those that use web addresses beginning with HTTPS. Anytime you’ve made a purchase online, it’s been encrypted. According to Google, they not only feel strongly about all of their own properties using encryption, but believe everyone should be moving to it. Google states “HTTPS is the future of the web” and assert, “All of your websites should use HTTPS, even if they don’t handle sensitive communications. HTTPS prevents intruders from being able to passively listen in on the communications between your websites and your users.” So Google leaves no question about the fact that they are “all in” when it comes to HTTPS website encryption. Whether it is for their own websites, or yours.
So what does this mean for you and your business? Well not a whole lot, yet. But here’s my assumption: if Google is making this hard push to encrypt all of its own web properties, it likely believes any site served on HTTPS encryption provides a better, or at least safer, user experience. So if your site is encrypted, you may get a bump in your search rankings. If you’re using a video hosting provider, or any third party software on your website, you’ll want to ensure that content is also getting served up using HTTPS.
I don’t think it’s today, nor do I think it will be tomorrow; but that priority for search rankings will be activated by Google in search results someday soon. Google is already prioritizing pages and links that are serving up video content, but an extra bump will likely be given to video content served up using HTTPS encryption. That’s my guess, what do you think?