HTTPS, SSL, and HTTP/2 | Lesson 29/34 | SEMrush Academy
You will get advice on how to optimize your website performance and implement HTTPS and HTTP/2.
Watch the full course for free: https://bit.ly/3gNNZdu
0:05 HTTPS and HTTP/2 and Google’s actions
2:24 Implement rollout of HTTP/2 when you switch to HTTPS
2:33 Why HTTPS is slower than the old HTTP protocol
3:55 Background considerations
4:57 HTTPS Implementation report in SEMrush’s Site Audit tool
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Tune up your website’s internal linking with the Site Audit tool:
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Of course, we also need to talk about HTTPS when covering performance of websites. Not because it directly has anything to do with performance optimisation, but because it is required on a browser level to serve pages that are running on the new HTTP/2 protocol. Or the other way around – if you're on HTTPs there is hardly any reason not to take advantage of the new HTTP/2 protocol.
HTTPS is something that Google has heavily advocated for in the past. The latest statistics from the SEMrush Sensor say that 60% or more of all results for high volume keyword queries in the TOP-3 have already been moved over to run on HTTPS.
Obviously, it depends on the industry; certainly finance is different from publishing, but still, HTTPS was something that Google has been very vocal about. This went as far as them saying that this is a ranking factor or at least they give a tiny boost to pages that have actually been moved over to HTTPs. Google officially stating that something is indeed a ranking factor has only rarely happened in the past.
The other big thing that happened was when Google changed the way it was handling non-secure sites in Chrome. Previously, Google started flagging form fields that were on HTTP URLs but were taking somewhat sensitive data, like personal user data, credit card data, etc Now Google is changing Chrome's behaviour again. They will start to flag every single HTTP URL as not secure. You don't really want to spent time explaining to your users why Google think you site is not secure – that clearly is going to be a conversion killer. And worst case scenario, it could go so far that Google might reflect this in their search results as well; or in the future maybe only HTTPs results will be shown at all?
The good thing is that HTTPs is relatively easy to implement. Also the migration work involved, because of the protocol change, is relatively straightforward from an SEO perspective. If you do it right and follow best practice you should not expect any significant loss.
A really important thing is that when you switch to HTTPs you must also make sure that you start implementing a rollout of HTTP2 straight away - as by design HTTPS is even slower than HTTP. The main reasons are the certificate validation as well as the handshake to establish a secure connection – which is going to happen at the very beginning. It adds a couple of milliseconds by design and there is nothing you can do about it. Instead, you should brief your IT team properly and make sure that they implement HTTP2 right from the start. For the IT people, it is really not much work. The server does everything, and there is this default fallback anyways. So it is mostly a matter of switching it on – but it makes a lot of sense since the protocol is just so much faster!
There are a couple of things that changed regarding best practice on how to implement performance optimisation for HTTP2. The major factor is that HTTP2 works using streams rather than with single requests. In HTTP1.1 we requested different CSS files, JS etc. and they all came back one by one. With HTTP2 the server opens a stream, and this stream can handle multiple files with different priorities all at once. HTTP2 also introduces some new features like server push. There are a couple of things in the background that one has to be aware of to fully benefit from.
There are some very old things like CSS sprites – in those cases it's questionable if they still make sense now or not. Definitely don't waste time on building them. You should also get rid of domain sharding - multiple subdomains that allow more parallel requests at once – this doesn't really work with HTTP2.
Googlebot is still crawling using the old HTTP1.1 protocol, bear that in mind. There are lots of discussions about when it is going to change. The release date is not confirmed yet. With the integrated fallback from HTTP2 to 1.1. though, it doesn't really matter.
If you have not yet switched over to HTTPS make sure you do and also introduce HTTP2 straight away. If you are already on HTTPS double check to see if HTTP2 is running in the background.
#TechnicalSEO #TechnicalSEOcourse #SSL #HTTPS #SEMrushAcademy
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