SSL (Secure Sockets Layer) Certificates ensure secure connections from a web server to a browser. The small data files (SSL Certificates) that digitally bind a cryptographic key to an organizations details, are used in many web transactions. From securing credit card transactions, logins, data transfer and even social media site browsing. By taking this type of sensitive information and encrypting, SSL Certificates ensure only the intended recipient can understand what is being passed to them.

That explains the what, but here is the why. Sensitive information can be passed from computer to computer via the Internet before it reaches its destination server. With encrypted information, it prevents any computer between you and the server from seeing sensitive information such as usernames, passwords, and credit card numbers. The authentication of SSL certificates also insures information winds up at the correct destination server as opposed to a criminal’s server. Clever criminals have the capability of tricking users into sending personal information by mimicking a website to obtain personal information from users.

By utilizing SSL certificates for authentication and encryption, you are telling your customers that you can be trusted. Indicators provided by web browsers such as lock icon or a green bar will let visitors know that they have a secure connection.

Does this apply to sites that don't receive sensitive information?

Google has recently announced, that the use of an SSL Cert is now a marker in their algorithm. They have admitted that it is a small piece of the puzzle, with content still being the primary factor.

Does your site need one?  When?

So, when is the right time to get an SSL Cert for your website? Well, if there is any sensitive information being passed from your website to you, an SSL Cert is immediately advisable. If you have a simple brochure style site, Cool Blue doesn't recommend that you put this ahead of the more important pieces for SEO, like a good site hierarchy, appropriate use of menu structure, sitemaps, image ALT tags, and most importantly - good content!

It's certainly something to keep on the horizon, and we expect to see more and more sites add certs to their sites in 2015.