As well as protecting websites from unauthorized access and cyber threats, web security also has an important role to play in enhancing a website’s SEO performance.
A secure website not only shields user information but also builds trust with visitors, which can lead to improved rankings.
Many site owners and marketers underestimate how security incidents could affect site performance.
Ignoring security and bot traffic during site checks can erode user confidence and cause major crawling problems if not fixed quickly.
In this blog post, we will highlight several key ways in which web security significantly influences SEO results and a few proven ways in which you can secure your website for maximum search performance.
What is web security?
Web security is not just a buzzword, it is a set of protective measures that stand between a website and the millions of cyber threats lurking in the shadows of the internet. These threats aren’t just abstract concepts; they’re real dangers like:
- Data breaches that expose sensitive information;
- Hackers attempting to gain unauthorized access;
- Malware that can infect and damage your systems.
A protected site safeguards confidential data, builds customer confidence, and enhances the overall online experience.
Why is web security important for SEO?
Web security and SEO are linked in ways that many people do not realize.
A secure website can improve search rankings, while poor security can lead to penalties and decreased visibility online.
Here are a few practical aspects of this connection:
Secure websites instill user trust and encourage loyalty
A safe website builds user confidence, which search engines highly value when ranking sites.
HTTPS is now an SEO necessity for websites as it shows users that a site is secure.
Also, websites with consistent uptime further enhance user satisfaction.
And improved user experience leads to lower bounce rates, as well as higher repeat visits and conversions – all elements that search engine algorithms take into account when ranking websites.
Secure websites receive more quality backlinks
Inbound links play a key role in SEO, showing a site’s trustworthiness. Besides authority, strong uptime and protection are vital for earning links from respected sites.
As a website gains more high-quality inbound links, it receives more positive signals in search engine algorithms, resulting in improved SEO rankings.
Secure sitemaps are key for a website’s effective SEO
Sitemaps act as a useful roadmap for search engines in navigating and exploring the various pages and sections of a website.
But sitemaps can be risky if not protected. Bad actors might use them to get private details about the site and its users. So it’s key to keep sitemaps safe.
When secured, sitemaps make sure search engines can find and list all the site’s content easily.
How poor web security can lead to negative SEO
As search engines favor highly available and user-safe websites, inadequate online protection may result in negative SEO results.
Below are several typical situations where weak web security might damage a website’s search engine rankings.
Malware injections
Malicious software injections are among the most common cyber threats targeting vulnerable websites.
Cybercriminals excel at identifying security flaws in websites, which they exploit to insert harmful code, transforming these platforms into hubs for spreading malicious software.
Search engines are well aware of this danger and routinely scan websites for signs of malicious software.
If a website is detected distributing malicious software, it risks being flagged and potentially removed from the search engine’s index.
Phishing attacks
Creating fake login pages is another way hackers can exploit websites with poor security. These imitate legitimate sites to steal sensitive information from unsuspecting users.
Search engines have sophisticated algorithms to detect these phishing traps on websites.
If a site is found hosting such deceptive pages, it risks being blacklisted to protect users from potential scams.
DDoS attacks/ Malicious bots
A website with poor security may be used to overload other websites using automated software in DDoS attacks.
These attacks can cause excessive site visits, potentially leading to “500 server error” messages, showing an inability to display web pages.
This results in slower performance, risks to data safety, and hinders search engine crawlers’ work.
If a website is involved in such attacks, search engines might view it as untrustworthy and block it.
Data leakage
A site that lacks good security is more likely to experience the exposure of private user information to attackers. This is a serious concern for both users and website owners alike.
So, if a website is involved in these security breaches, search engines may perceive it as unreliable, leading to its blacklisting and further diminishing its visibility and credibility online.
Bad content
Sites with weak security are often exploited to host various types of content, including illegal downloads, adult material, or other prohibited items that violate laws and regulations.
To maintain a safe and secure internet environment, search engines actively remove or blacklist websites that host this kind of harmful content, ensuring that users are protected from accessing inappropriate or illegal materials online.
Tips to mitigate web security risks for maximum SEO performance
Integrating effective web security practices into your SEO efforts is essential for enhancing your search performance.
Here are a few helpful tips to help you strengthen your online presence and ensure a safer, more reliable experience for your users.
Use an SSL certificate
Boost your site’s security by adding HTTPS encryption. The SSL cryptographic standard guarantees that information exchanged between a visitor’s web browser and the site’s server stays private and unchanged. This protects data and shows users and search engines your site is trustworthy.
On our platform:
We provide users on our platform with a choice of SSL certificate options, including Let’s Encrypt certificates, regular SSLs, and Wildcard SSL.
All types of SSLs will do the encryption job that is expected of them to protect your sites against interception and eavesdropping.
So, the user’s choice will solely be determined by the type of site you manage and hence your security needs.
Use a Web Application Firewall
Using a Web Application Firewall (WAF) is highly recommended. In the August edition of Google SEO office hours, Google’s Martin Splitt recommended this tool to automatically stop dangerous bots, offering robust protection against harmful crawling and scraping efforts.
On our platform:
ModSecurity – a highly effective and robust anti-hack firewall, is actively enabled on all our servers.
This powerful tool is configured to automatically thwart all common types of URL forgery or “brute force” attacks that are aimed at compromising users’ websites and applications. Also, it effectively blocks forum spamming attempts, ensuring a safer online experience for everyone.
Require strong passwords
Make sure site admins and users create strong passwords. This stops unwanted access and keeps important info safe.
On our platform:
We have implemented robust password security policies to safeguard users’ sensitive data from potential data breaches.
All passwords are securely encrypted, ensuring that they remain protected. Also, we never disclose passwords through email or in plain text, further enhancing the security of our users’ information.
Keep software and plugins up to date
Always keep your website’s software and add-ons up to date. Regular updates guarantee compatibility with the latest security protocols and fixes, helping to protect your site from potential vulnerabilities.
On our platform:
We ensure that our server software is always up to date, and implement the latest security protocols to provide the highest level of data protection possible.
However, it remains the users’ responsibility to regularly update their website scripts and applications. Keeping them current is crucial for maintaining security and functionality, as outdated software can lead to vulnerabilities and potential risks.
Have backup plans
Create solid backup and recovery plans. These help minimize problems from unexpected events like data loss or hacking.
On our platform:
We’ve created an advanced backup system designed to run multiple backups throughout the day. This ensures that we can promptly capture any updates or changes users may have made to your websites.
Also, we provide convenient backup options that include both Google Drive and Dropbox, allowing users to choose the solution that best fits their needs for data security and accessibility.
Run security audits
Do regular security checks to find and fix vulnerabilities quickly. This helps prevent breaches that could hurt your SEO efforts.
It’s crucial to closely monitor all security notifications you receive from the tools used to track your website’s performance.
For example, Google Search Console sends timely alerts about potential security threats that may put your site at risk, including the detection of malware or other harmful content:
As shown in the screenshot below, Google will warn you that users will be informed about the security issue on your site, which indirectly suggests that your SEO performance might suffer:
***
Protecting your site goes beyond addressing current threats. It’s a wise strategy to uphold your online image and avoid the severe consequences of losing search engine confidence and harming your brand.
Web security isn’t a one-time task. Continuous effort is needed to maintain a positive impression on both customers and search engines.