Listen to this articleThe SSL Store is the world’s largest SSL distribution service with a mission to enable secure, compliant and trusted connections that foster authentic relationships across the globe. Given daily industry changes and news reports, web security is top of mind for both businesses and consumers. To learn more about what’s been happening and how organizations can protect their online reputation, user privacy and build trust to increase conversions, we sat down with Michael Ward, EVP of Strategic Partnerships:
Q: Let’s start with the term SSL. What it is and why is it important?
A: Secure Socket Layer, or SSL, is a cyber-security protocol that encrypts information sent from a browser to a server. SSL has two components—the protocol and the certificate. Technically, SSL is the predecessor to TLS, or Transport Layer Security. Although the terms are used interchangeably, there are slight differences in the protocol. The protocols are determined by the server configuration, not the certificates. The protocol allows computers to handle the encryption. The certificate identifies the specific web server and works with a public and private key pair for encryption. Together, they enable a secure HTTPS connection.
All in all, an SSL Certificate secures and protects any sensitive information including credit card numbers, usernames, passwords and more. You can tell which websites have encrypted connections by looking for browser visual cues, such as the green padlock, or URLs that begin with “https”. Online success is all about trust—and that begins with visitors feeling confident about sharing information. Visitors that trust a site will interact, click and convert.
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Q: SSL has become a hot topic. Why is that?
A: We’re seeing SSL in the news more and more for several reasons. Lately, there’s been a significant rise in the number of malware attacks, unwanted intrusions, hacks and #fakenews. Phishing is at an all-time high, with 1.4 million new phishing sites being created each month. When well-known companies, such as PayPal and Bank of America take a hit, people notice. These vulnerabilities undermine trust and confidence—today’s most valuable online currency. The result is a heightened awareness and need for encrypted and authenticated interactions on the web.
Q: Why is having an SSL Certificate becoming increasingly important?
A: The web browser community has been pushing for total encryption for the past few years. And, just last month, Google announced that as of July 1, 2018 all HTTP connections will be served with a “Not Secure” warning. Given that a CA Security Council study reports that only 2% of already skeptical visitors will proceed past these warnings, this has huge ramifications for organizations that rely on building online relationships.
Aside from not scaring off visitors, there are other advantages of having an SSL Certificate. Google includes SSL as a ranking factor, giving sites with encrypted connections up to a 5% increase in search visibility. A secure SSL connection also improves website performance and is required to unlock the most popular mobile features, such as device orientation and motion, and geolocation. And, just this past week, Facebook got on the bandwagon by announcing they upgraded their link security infrastructure to automatically upgrade HTTP links to HTTPS for eligible websites.
Q: Is encryption the main reason to get an SSL Certificate?
A: Encryption is only one of the two main functions of SSL. The other, equally important, function is identity validation or authentication. All SSL Certificates offer industry-standard encryption but differ on the level of validation. The more premium the certificates, the more extensive the validation and, ultimately the higher level of trust. With the popularity of free Domain Validation (DV) Certificates flooding the market, most phishing sites can now “look legit” to the laymen web user, so organizations should strongly consider opting for certificates that include higher levels of business authentication to differentiate from these bad actors.
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Q: Where does The SSL Store™ fit into the industry?
A: With offices spanning three continents (soon to be four), more than 70 hyper-focused cybersecurity specialists and full-service 24/7 customer support team, The SSL Store™ is uniquely positioned to help organizations leverage our bulk buying power and executive-level access to the leading Certificate Authorities (CAs) and web hosting platform companies to provide flexible, custom solutions others can’t. Since we’re vendor neutral, our primary goal is to make sure companies find solutions that fit their budget, workflows and goals. We’re the critical link between the entities defining security requirements and the small business owners, enterprises, resellers and affiliates that are impacted by those decisions. They need smart, fast, easy-to-manage solutions that save them time and money while reducing business risk.
We’ve invested a lot in the right people and infrastructure—and we’re always working to stay one step ahead and pave the way for online success. One perfect example is our Channel Marketing Services that empower resellers, like Web Hosts and Digital Marketing Agencies, to turn SSL into a profitable revenue stream by delivering the right product at the right time with the right message for that specific user. When you combine our years of experience and knowledge with a targeted SSL go-to-market plan that aligns with a reseller’s strategic business goals, it’s very powerful for everyone.
Q: The industry has seen a lot of innovation, growth and acquisitions over the past two years. What do all these changes mean for The SSL Store™?
A: Let’s Encrypt has helped raise the awareness of the importance of SSL and online encryption. Their free, automated business model brings basic encryption within everyone’s reach and creates new opportunities to add value through business-level validation and other premium features. Their basic, encryption-only certificates, along with browser mandates, have accelerated the adoption of SSL, which is good news. These changes have opened people up to education about the importance of identity validation and how to establish trust online.
DigiCert’s acquisition of Symantec has allowed us to be an integral part of on-going innovations related to SSL and PKI solutions, certificate management—even IoT security needs. Transitions are always challenging, but our deep partnership and relationship allows us to help companies and resellers successfully navigate through the difficult transition period. We’ve always been in lock step with Comodo so, now that they’ve been acquired by Francisco Partners, we’re building on our long-established Platinum partnership and have some very exciting strategic projects in the works that you’ll be hearing about soon.
One thing that really sets The SSL Store™ apart is that we understand and support SSL from every angle. So, through all these changes, we’re in a unique position to both strengthen our relationships with the industry’s key leaders while helping organizations of all sizes understand how each change impacts them and be their advocate and expert guide as they implement necessary actions to preserve their reputation and bottom line.
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Q: What types of solutions does The SSL Store™ offer and how do you make it easier for organizations to secure their website?
A: The SSL Store™ has solutions for every type of customer. Our e-commerce division saves organizations up to 70% on SSL Certificates and offers 24/7/365 support by phone, chat or email. You’ll always get a real person—not a recording. We also have flexible solutions that come with dedicated Account Managers and Technical Support Managers for larger enterprises to make it easier for them to manage many certificate types across a diverse environment—freeing up their time to focus on strategic initiatives. Our Reseller Program makes it easy for Web Hosts, Domain Registrars, SSL Providers, Marketing Agencies and other resellers to bundle SSL into their existing offerings, adding value to customers while increasing margins. Whether it’s automated tools to streamline installation, a centralized dashboard to keep everything at their fingertips, integration tools to enable seamless processes or SSL-related website content, emails, social campaigns and blogs to educate and convert, we’ve got them covered. And last, but not least, we have a network of Affiliates that can add the value of SSL seamlessly into their existing offerings while we do the heavy lifting.
The interesting thing is that each vertical gives us the opportunity to learn and apply best-of-breed practices to the other verticals. For example, as a retail provider, we can test SEO/PPC campaigns, determine what works and share this with our resellers to help them succeed. And as we help our resellers add value to their Enterprise customer base, we gain insights that help us better support our Enterprise customers. It’s a win all around.
Q: Where do you see the industry heading in the next 24 months?
A: Things are on a roll, so innovation, awareness and growth will continue at a rapid pace. Beyond SSL, website security solutions will become more affordable and a necessity for all SMBs with an online presence. Consolidation may take place but overall the internet will continue to become a more secure platform for conversations, transactions and relationships. While security is still often an afterthought, The SSL Store™ is committed to be an advocate for educating organizations on why it matters and how to easily and affordably earn trust, build relationships, protect their reputations and win customers.
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