Chraňte svůj web pomocí HTTPS a posilte SEO: základní znalosti pro vlastníky webů
HTTPS je nepostradatelné, pokud chcete na internetu bezpečně vyměňovat informace. Zámek v adresním řádku prohlížeče dokazuje, že web používá HTTPS. Ve skutečnosti HTTPS nezlepšuje jen bezpečnost webu, ale má také významný dopad na SEO.
Tento článek vysvětluje mechanismus a výhody HTTPS, migraci z HTTP na HTTPS i konkrétní nastavení, která pomáhají zlepšit SEO, způsobem srozumitelným pro začátečníky i provozovatele webů.
Pokud chcete dosáhnout bezpečného provozu webu i solidního SEO, nyní je čas HTTPS zavést.
Co je HTTPS? Vysvětlení pro začátečníky
Při procházení webu jste v adresním řádku pravděpodobně viděli „http://“ nebo „https://“. Přítomnost závěrečného „s“ má velký význam pro bezpečnost webu.
Tato kapitola jednoduše vysvětluje, co je HTTPS a proč je důležité.
Rozdíl mezi HTTP a HTTPS a tajemství zámku
Největší rozdíl mezi HTTP a HTTPS spočívá v tom, zda je komunikace šifrovaná. U HTTP obsah komunikace šifrovaný není, takže jej mohou třetí strany zachytit nebo pozměnit.
HTTPS znamená HyperText Transfer Protocol Secure a chrání komunikaci šifrovací technologií SSL/TLS. Zámek v adresním řádku je znakem, že spojení používá HTTPS.
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Co jsou SSL a TLS? Jak šifrování chrání informace a proč je důležité
Jak HTTPS chrání komunikaci šifrováním
HTTPS je mechanismus, který umožňuje bezpečný pohyb dat mezi webem a prohlížečem. Jednoduchou analogií je vložit dopis před odesláním do obálky.
U HTTPS je obsah zašifrován tak, aby jej mohl číst pouze zamýšlený příjemce. To pomáhá bránit krádeži osobních údajů, hesel a dalších důležitých dat.
This encryption relies on digital certificates called SSL/TLS certificates. These certificates prove the identity of a website and provide the keys needed for encrypted communication.
Proč je HTTPS důležité: lepší bezpečnost a silnější důvěra
Many threats exist on the internet. Malicious third parties may intercept HTTP communication to steal personal information or tamper with a website to show false content. HTTPS is indispensable for protecting websites and users from these threats and for providing a safe browsing experience.
This is especially true for e-commerce sites, online banking, and any other website that handles personal information or payment details. In those cases, using HTTPS is essentially mandatory. Entering personal information on a website that does not use HTTPS is highly risky.
Tři výhody HTTPS: SEO, bezpečnost a důvěra
Migrating a website to HTTPS creates three major benefits.
Lepší výkon SEO
: Google považuje HTTPS za jeden ze signálů hodnocení, takže HTTPS web může mít ve vyhledávání výhodu.
Silnější zabezpečení
: Šifrování snižuje riziko zachycení nebo změny důležitých dat, jako jsou osobní údaje a platební informace.
Větší důvěra
: Zámek v adresním řádku vizuálně komunikuje bezpečí a může zvýšit důvěru uživatelů i konverze.
Google has explicitly stated that HTTPS is used as a ranking signal.
Over the past few months, Google has been running tests that take into account whether sites use secure, encrypted connections as a signal in ranking algorithms. Since the results were positive, Google decided to use HTTPS as a ranking signal.
HTTPS as a ranking signal
Pochopte, jak HTTPS funguje
Understanding how HTTPS protects a website is important for safe site operation. This chapter explains the roles of SSL/TLS certificates, encrypted communication, and trailing slashes in URLs.
SSL/TLS certifikáty: doklad totožnosti webu
An SSL/TLS certificate is a digital certificate that proves the identity of a website. Much like a driver’s license or passport, it contains information that verifies the website itself. Browsers examine the certificate to confirm that the site they are connecting to is genuine, and that makes secure communication possible.
There are several kinds of certificates, including domain-validated certificates, organization-validated certificates, and EV SSL certificates. Their validation levels and prices differ, so it is important to choose the right one for the nature of the site.
Jak šifrovaná komunikace chrání před odposlechem a manipulací
HTTPS uses SSL/TLS certificates to encrypt communication. In practical terms, communication is protected through the following process.
Když prohlížeč přistoupí k webu přes HTTPS, web odešle SSL/TLS certifikát.
Prohlížeč ověří platnost certifikátu a pokud je vše v pořádku, vytvoří šifrovací klíče.
Tyto klíče se použijí k šifrování dat vyměňovaných mezi prohlížečem a webem.
I když třetí strana zašifrovaná data zachytí, nemůže je přečíst.
Because of this mechanism, eavesdropping and tampering can be prevented and data can be exchanged safely.
Proč je u HTTPS URL důležité koncové lomítko
Whether a URL ends with a trailing slash also matters from an SEO perspective. Search engines may recognize “https://example.com” and “https://example.com/” as separate pages. That can create duplicate-content issues and may harm SEO.
For Google, it is not a problem if the slashed and non-slashed versions of a URL contain different content, but in most cases this is not ideal for users.
To slash or not to slash
As a rule of thumb, it is recommended to standardize homepage URLs with a trailing slash. What matters is to avoid confusion by following a consistent rule across the entire website.
Použijte HTTPS k posílení SEO a výkonu ve vyhledávání
SEO is extremely important for any website operator. If you rank highly in search, more users can find the site and traffic increases. This chapter explains in detail how migrating to HTTPS affects SEO.
Google doporučuje HTTPS, protože podporuje SEO
Google actively promotes HTTPS because it wants to provide a safe internet experience for users. In 2014, Google officially announced that HTTPS would be used as one of its ranking signals. In other words, websites that use HTTPS receive a small ranking advantage.
That shows Google sees HTTPS as a sign of trust and safety. For that reason, HTTPS should be treated as an essential part of SEO.
Pozitivní SEO dopady migrace na HTTPS
Migrating to HTTPS does not instantly create dramatic ranking improvements on its own, but it can have several positive effects.
Zlepšení pozic
: Because HTTPS is a ranking signal, an HTTPS site may rank above an otherwise similar HTTP site.
Lepší priorita procházení
: Google tends to prioritize crawling HTTPS sites, which can help more pages get indexed and shown in search.
Lepší uživatelská zkušenost
: Since HTTPS improves site security, users can browse more confidently. That can reduce bounce rate and increase time on site, which is good for SEO indirectly.
Ochrana informací o referreru
: Referrer information sent from HTTPS sites is protected, which supports more accurate analytics.
A stronger presence in search results through user trust
Moving to HTTPS also affects how users perceive your site in search results. Browsers such as Google Chrome now show warnings such as “Not secure” for websites that do not use HTTPS. Those warnings can make users uneasy and cause them to leave.
By contrast, sites that use HTTPS show a padlock in the address bar and give users a sense of safety. That raises the perceived trustworthiness of the site and can improve click-through rates.
Jak nyní přejít na HTTPS: průvodce krok za krokem
At first glance, moving a site to HTTPS may seem complicated, but in reality the process is not as difficult as it appears. This chapter explains the steps in order so that even beginners can proceed smoothly.
Jak prakticky nastavit web na HTTPS
The basic steps for enabling HTTPS are as follows.
Získejte SSL/TLS certifikát
: Acquire an appropriate certificate from a certificate authority. Check which certificate type is needed for your server environment.
Nainstalujte certifikát na server
: Install the certificate you obtained on the web server.
Změňte nastavení webu
: Edit the site configuration so that the website can be accessed over HTTPS.
Nastavte přesměrování
: Automatically send users who access the site via HTTP to the HTTPS version.
Ověřte výsledek
: Confirm that the site is accessible over HTTPS and that every part of the content loads correctly.
Jak se nastavení HTTPS liší podle typu serveru
The setup procedure for HTTPS depends on the type of server you use. Here are examples for several common server environments.
Apache
: Add settings to the .htaccess file or the virtual-host configuration.
Nginx
: Add SSL/TLS settings to the server configuration file.
IIS
: Add the server certificate and configure bindings.
For the exact steps, review the official documentation for the server software you use.
Jak získat a nainstalovat SSL/TLS certifikáty
SSL/TLS certificates are issued by certificate authorities, or CAs. You can choose from several types, including free certificates such as Let’s Encrypt and paid commercial certificates. The right choice depends on the scale of the website and its security requirements.
How you install a certificate depends on the type of server and the type of certificate. Read the instructions provided by the certificate authority carefully and follow them correctly.
In Japan, many hosting services make it easy to enable HTTPS for free by providing certificates such as Let’s Encrypt. If you are about to choose a server, selecting one with that kind of support will make adoption much easier.
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Proč jsou přesměrování z HTTP na HTTPS důležitá
After moving to HTTPS, it is extremely important to redirect users who arrive through HTTP automatically to the HTTPS version. Without this setting, users who access an old HTTP URL may see security warnings or fail to load the content properly.
Redirect settings are handled in files such as .htaccess or in the server configuration itself.
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Kroky pro povolení HTTPS ve WordPressu
If your website runs on WordPress, you can usually enable HTTPS with the following steps.
Obtain and install an SSL/TLS certificate.
Change the site address to https:// in the WordPress settings screen.
Replace URLs inside the database with https:// values. A plugin is usually recommended for this.
Add FORCE_SSL_ADMIN to wp-config.php so that the admin screen also uses HTTPS.
Fix mixed-content issues.
Important points for enabling HTTPS in other CMS platforms
Even when you use another CMS, the basic HTTPS migration steps are similar. Check the official documentation for the CMS to confirm the exact setup procedure.
Upozornění a řešení problémů po migraci na HTTPS
Once the migration is complete, it is important to confirm that the site works correctly and that no problems remain. This chapter explains the issues that can occur after moving to HTTPS, how to respond to them, and the maintenance that should continue afterward.
Co dělat, když HTTPS spojení nefungují
If you cannot access the website after migrating to HTTPS, check the following points.
Validity of the SSL/TLS certificate
: Check whether the certificate has expired and whether it is installed correctly.
Server settings
: Confirm that the server configuration does not contain mistakes and that the HTTPS settings are applied properly.
Firewall settings
: Make sure HTTPS communication is not blocked. Port 443 needs to be open.
DNS settings
: Confirm that DNS changes have propagated correctly.
Common HTTPS errors and how to resolve them
Here are several common HTTPS-related errors and the usual ways to solve them.
NET::ERR_CERT_COMMON_NAME_INVALID
: This happens when the domain name on the SSL/TLS certificate does not match the site’s domain. Reissue the certificate or review the configuration.
NET::ERR_CERT_AUTHORITY_INVALID
: This occurs when the certificate was issued by an untrusted certificate authority. Obtain a certificate from a trusted CA.
SSL_ERROR_RX_RECORD_TOO_LONG
: This usually indicates a server-configuration problem. Review the server settings carefully.
Co je mixed content, proč je důležitý a jak ho opravit
After moving to HTTPS, if part of the website still loads over HTTP, that state is called mixed content. When mixed content exists, browsers may show security warnings or fail to display the page correctly.
To fix mixed content, you need to change every HTTP resource inside the website to HTTPS. Review all URLs for images, scripts, CSS files, and other assets and update each one.
Google has also warned about this risk and has taken steps to block mixed content progressively.
When mixed content is loaded, the page ends up in an ambiguous state that is neither fully secure nor fully insecure, and that creates confusion in the browser’s security user experience.Beginning with Chrome 79, Google started a process of gradually moving toward blocking all mixed content by default.
Breaking up with HTTPS mixed content
Údržba webu po přechodu na HTTPS
Even after a site has been moved to HTTPS, regular maintenance is still necessary.
Renew SSL/TLS certificates
: Certificates have expiration dates, so you need to renew them before they expire.
Keep security measures in place
: HTTPS is not the whole of security. Continue periodic security checks and software updates so that the website remains protected.
Časté otázky k HTTPS
Stojí migrace na HTTPS peníze?
If you use a free SSL/TLS certificate such as Let’s Encrypt, the cost of enabling HTTPS is essentially zero. If you choose a commercial certificate, however, costs will apply.
Je HTTPS nutné pro každý web?
For websites that handle personal information or payment data, HTTPS is effectively mandatory. Even beyond that, HTTPS is recommended for every website because it supports SEO and improves user trust.
Zpomalí HTTPS rychlost webu?
HTTPS can make a site very slightly slower in some situations, but with modern technology the effect is usually negligible. In some cases, newer protocols such as HTTP/2 can actually improve site speed after a move to HTTPS.
Shrnutí: provozujte web bezpečně a s jistotou pomocí HTTPS
Tento článek vysvětlil HTTPS od základní myšlenky přes konkrétní nastavení až po upozornění po migraci. HTTPS je nepostradatelné, pokud chcete zvýšit bezpečnost webu a získat důvěru uživatelů.
Použijte tento průvodce jako referenci, přesuňte vlastní web na HTTPS a vytvořte bezpečnější a spolehlivější prostředí pro všechny návštěvníky.