Google to Mark Non-HTTPS Sites as “Not Secure”
July is shaping up to be a big month for Google. First, they will roll their Speed Update and after years of pushing for ‘secure by default’ websites, Google will begin identifying insecure sites more prominently in the Chrome browser. This move will coincide with the release of Chrome 68.
While this move by Google is not a requirement or mandatory Google has been pushing to make all sites secured for years now – including hinting at small rankings boost to further incentivize the shift. This has proved successful according to Google supplied stats:
- Over 68% of Chrome traffic on both Android and Windows is now protected
- Over 78% of Chrome traffic on both Chrome OS and Mac is now protected
- 81 of the top 100 sites on the web use HTTPS by default
In truth, Google has already been displaying this but a user currently needs to click to see this information. With more than 50 percent of Internet browsers worldwide being Chrome the belief is that displaying this prominent warning may affect how users feel and may cause some visitors to leave a site, which will negatively impact a website in different ways.
How Will Chrome Warn Users of Insecure Pages?
A more prominent warning will be shown in Chrome’s address bar, indicating that a website is “Not secure.” This warning will show for all http websites. Currently, users need to click on the information icon in the address bar to read this information.
Impact of Chrome’s HTTPS Security Warning
While this change is not a requirement we do expect and Google believes this change will affect how users interact with sites listed as “Not secure”. We can see the impact being felt more in some countries than in others based on the use of Chrome. For example in a region like South America, where the use of Chrome use is at around 74 percent the expected for impact is higher.
About Streng Agency
Streng Agency is a full service integrated advertising agency that excels in all aspects of brand marketing, from traditional media to digital media to website design to marketing events and more. Our full attention is on delivering the best results for your business and your brand. Streng is where business meets creative. Business and brand results drive our efforts to create consumer awareness across all media tactics.
Drop us a line. Tell us what you need. We’ll make it happen.