Learn what an SSL certificate is and why it is essential for securing your website, protecting user data and boosting your SEO.
Danni Jessen
If you own a website and have an e-commerce solution, you’ve probably already come across the terms “SSL certificate” or “switching from HTTP to HTTPS”—and with good reason. An SSL certificate is something every online business, website, or internet application that handles personal data should have to protect the privacy of both parties.
Which icon appears in your browser? SSL stands for “Secure Sockets Layer,” while HTTPS means “Hyper Text Transfer Protocol Secure.” An SSL certificate helps establish an encrypted/secure connection between a web server and a browser. Put simply, an SSL certificate is an encryption protocol that ensures only the sender and the recipient can read the transmitted information. The encrypted connection makes sure all data—such as NAP details (name, address, phone), credit card info, etc.—passed between the web server and the browser stays confidential. The SSL certificate’s main purpose is to encrypt and secure the data sent between the visitor and the website so that this information stays only between the two parties.
Who wouldn’t want to give their visitors a safe and secure experience when making a purchase or booking online? Uncertainty or insecurity can result in visitors not completing the actions you want them to take. So any measure that helps make the customer feel safe during the purchase or booking process will increase the number of completed sales or bookings. These measures can range from informative and reassuring details—often found on the “About Us” page—to displaying company information at the bottom of your website, and, not least, having an SSL certificate that proves your business’s identity and secures all data between the visitor and the company.
There are many good reasons to have a secure SSL encryption protocol attached:
Google’s stated goal is to be a secure and relevance-focused search engine, always showing the best and most relevant results when people “Google” for information, products, or services. Today, the best results are also known for being the safest. That’s why Google “rewards” websites that have an SSL certificate with a green padlock, the label “Secure,” and a green HTTPS in the address bar—letting visitors know they are on a safe site and can safely enter confidential information. 
Google is already making website owners aware of how important it is to have an SSL certificate and a secure, encrypted connection. That also means if you haven’t switched from http to https yet, you may see the following warning in your Chrome browser. 
This sends a strong signal to visitors that it’s not safe to enter confidential information, as it may be stolen by hackers. And in today’s world, where consumers and citizens are constantly hearing in the media about data and personal information being hacked or misused, it has a big influence on which websites we trust or don’t trust. If you search on Google, you can already see directly in the organic results which websites have a secure HTTPS encryption protocol and which don’t. This helps strengthen your Click Through Rate.
Back in December 2015, Google announced it was time to say goodbye to insecure websites and has since tightened and improved its algorithm to prioritize secure search results. This means that if you want to reach the top of Google’s results, having a secure HTTPS encryption protocol is one of the ranking factors for search engine optimization. You can read Google’s official blog post here.
In January 2016, Google increased security requirements again, meaning that if you want to run Google Shopping ads or plan to do so, you must have an SSL certificate. More and more websites find their Google Shopping campaigns suspended due to missing SSL certificates, and this is yet another measure from Google to push website owners who still lack secure encryption.
Isn’t an SSL certificate just an SSL certificate? The short answer is no—it definitely isn’t. There are differences between various SSL certificates and providers.
Overall, there are 6 different types of SSL certificates, each with their pros and cons.
Single Domain SSL is the cheapest solution available. All that’s required for this certificate is proof that you own the domain you want secured. The process is simple: you’ll get an email with a link, and you just confirm and validate that you own the website. After that, the certificate is issued, and you can install it on your website. With Single Domain SSL, only the “https:” part of the URL is green. 
Multiple Domain SSL, also known as Organization Validated SSL, can be used on up to 100 (sub)domains. With this certificate, you’ll go through a longer validation process, as it’s not just your website but your business that must be validated. When you order a Multiple Domain SSL, you provide your company details. The provider will check that the business exists, and in most cases, you’ll also get a phone call to confirm that you own the business and the various (sub)domains. Like Single Domain SSL, only the “https:” part of the URL is green. The difference is that if you open the certificate in your browser, you’ll see it’s validated against you as a company.
Extended Validation Single Domain SSL is the advanced version that requires an actual application to a provider. This is the best, but also most expensive certificate you can get. The validation process is the same as for Multiple Domain SSL / Organization Validated SSL, though in some cases there may be more steps involved. With Extended Validation Single Domain SSL, you get not just the green padlock, but in some browsers, a fully green address bar and the company name in the address bar as well. 
Extended Validation Multiple Domain SSL is just like Extended Validation Single Domain SSL but can be used for several (sub)domains.
A Wildcard SSL certificate can be used for one TLD (domain.dk) and multiple (sub)domains. The risk with this type of certificate is that if a hacker, for example, manages to set up a subdomain on your domain, it can appear secure even when it’s not. That’s why it’s often recommended to choose Extended Validation Multiple Domain SSL instead.
UCC Exchange SSL is the only certificate that can be used on several different TLDs (xxx.domain.dk, xxx.domain2.dk). This certificate is specifically designed for Microsoft Exchange and Microsoft Communications servers.
For most website owners, a standard non-Extended Validation SSL certificate will be enough. If you are a webshop or website that handles more sensitive information, such as credit card details, it’s advantageous to get an Extended Validation SSL certificate, as it lets visitors verify that you are who you claim to be. In a standard non-Extended Validation SSL solution, it’s only verified that the connection is secure between the visitor and the website—not who is actually behind the website.
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