This month website owners around the world will wake up to Google’s Chrome browser placing a “not secure” message on their sites. The difference between a secure site and one that’s labeled “not secure” ultimately comes down to the protocol in your url. You see, urls that begin with HTTPS (HyperText Transfer Protocol Secure) communicate with your browser via an encrypted connection, protecting the information that is being transmitted between your computer and the website you’re visiting, which keeps your personal information safe from hackers. Urls that begin with HTTP (HyperText Transfer Protocol) are not encrypted, which means your data can be intercepted by a third party. This shift in how Google Chrome identifies HTTP sites to users is significant when you factor in that Google Chrome has nearly a 60% market share and that close to 50% of all sites are still using HTTP (and are therefore unencrypted). That’s close to half a billion sites that will be displaying a “not secure” message to users who may decide to take their business elsewhere. And if that’s not enough to scare you into making your site more secure, Google will soon start favoring HTTPS sites in its search algorithm. Which means you could potentially lose your coveted search ranking.