The best way forward is always together. This key phrase characterizes not only the message of the Easter holiday, but also the SEO news for the month of April.
Why IT security is so relevant for SEO performance
Search machine optimisers are happy to label themselves as their customers’ caretaker. After all, SEOs stick their noses into almost all areas of the organisation and operation of digital assets such as websites or apps. Conscientious SEOs are not only required as strategic analysts, but also as nagging quibblers who are at some point confronted with security issues in addition to structural, content-related, and technical problems. Marketing staff are not responsible for IT security, of course, but a lack of awareness of online security is certainly capable of negatively influencing performance in search engines. Today’s basic SEO knowledge base should include the fact that the use of secured client-server connections by means of the HTTPS protocol of search engines has now become an essential quality factor. At least as important as these formal security components, however, is the monitoring of automated bot traffic on one’s own servers, for instance. The multitude of bots has perfectly legitimate purposes when it comes to website crawling. The best example of this is domain indexing for a search engine. According to a current study from the US bot specialist Distil Networks, however, around 19 percent of all active bots have darker motives. These include copying copyrighted content, looking for potential vulnerabilities on a given server, or even the distribution of malware. In total and over time, these generally unproblematic bot attacks can cause throttling of the loading speed or even completely prevent the delivery of websites.
Both have immediate negative affects on visibility within search engines. In addition to automated attacks, the topic of hacking in particular also takes the limelight. The term hacking refers to the act of changing content on a website through illegitimate intrusions from the outside. According to information from an analysis from the world’s largest domain handler, Go Daddy, around 73 percent of all hacked websites are taken over and changed for purely SEO reasons. In most cases, sites with relatively high authority are hacked in a specific topic area in order to deter potential visitors or to set up illegitimate links. The gravest consequences of such a hack would not only be the potential damage caused via search engines, such as a loss in incoming traffic and visibility, but also direct harm to website visitors due to fraudulent acquisition of their personal data (phishing) or direct infection with malware via infected downloads.
The consequences of insufficient IT security for marketing and searching can be so severe that this creates a great commonality between the two areas. Neither effective search engine optimization nor comprehensive IT security can be outsourced; they must be the result of shared responsibility and teamwork. Those who continue to compartmentalise their thinking and organisation will not really be successful in either area.