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4 PROFESSIONAL ENGLISH

SSL & HTTPS
SSL (Secure Socket Layer) is a technology that provides for establishing an encrypted connection
between browser and web server. This certificate ensures data integrity, encryption, and
authentication. Adopting an SSL certificate for your website brings the following benefits: it
protects users’ sensitive information and lets them complete transactions without any risk of data
loss. Therefore it increases user’s trust and confidence and helps you generate max revenue; it lets
you eliminate browser warnings and alerts that tell users that their data is not secure on your
website; SSL increases the reputation of your business over the Internet; moreover, Google also
gives ranking benefits for HTTPS websites; and SSL eliminates the risk of phishing and other cyber
attacks.
Google AMP
For a couple of years, every single article on web design development trends is screaming about
responsiveness and its importance. It was Google who made responsiveness a must. Google’s next
step was the creation of Accelerated Mobile Pages (AMP) Project.
At present, building an AMP version of your website is the way to ensure its lightning-fast
performance on mobile devices. Accelerated Mobile Pages (AMP) have simplified coding and load
up to 10 times quicker on smartphones. Thus, the employment of AMP makes cutting down page
loading time on mobile to less than 1 second possible.

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The implications of this are numerous. First of all, such an impressive loading speed of AMP-ed
pages literally tanks bounce rate. Next, AMP-optimized pages and ads look and feel more natural
on small screens, creating a smoother and more engaging user experience. Thirdly, AMP positively
influences you ranking on Google SERPs. Currently, AMP is an indirect ranking factor that boosts
your results by improving mobile user experience and decreasing the bounce rate. What’s more,
AMP is hardly a fad as Google, Bing and some other search engines, as well as social networks
such as Twitter, LinkedIn, Pinterest, etc. already link to and present AMP content.

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