SEO and HTTP/3: Why You Should Care Today

 

 

SEO and HTTP/3

The advent of HTTP/3 proves the web is constantly evolving. As technology advances, there’s a need for internet infrastructure to adapt to consumer demands. HTTP plays a significant role on the internet: It helps users load websites by governing how devices access and transfer files. Needless to say, HTTP/3 will influence communication between servers and browsers. The new standard seeks to improve the overall user experience, from web performance to security and reliability. HTTP/3 takes over from the HTTP/2 update of 2015 and the original HTTP/1.1 version of 1997. Here’s how SEO and HTTP/3 are shaping up to interact with one another.

Understanding HTTP/3

This revision overtakes the fundamental transport layer that governs file transfers. Unlike previous versions, HTTP/3 utilizes QUIC, a transport protocol created for mobile-heavy web usage. That way, users can switch between networks on their smartphones.

Because gadgets were less portable, past internet protocols didn’t support network shifts. The QUIC foundation means HTTP/3 utilizes the User Datagram Protocol (UDP) instead of the Transmission Control Protocol (TCP), guaranteeing faster connections.

Comparing HTTP/3 to HTTP/2 and HTTP/1

HTTP/3 fixes several issues in previous versions. For example, this update solves the slow HTTP/2 performance when shifting from Wi-Fi to a cellular network on your smartphone. HTTP/3 also reduces packet loss effects to prevent blockage when one data packet doesn’t reach its destination.

Furthermore, HTTP/3 allows rapid connection establishment since TLS negotiation occurs concurrently with transport and cryptographic handshakes. Another benefit is zero round-trip time; users can skip handshake requirements for servers they’re already part of.

SEO and HTTP/3: The Impact

HTTP/3 improves SEO by boosting Core Web Vitals (CWV) metrics. By doing so, the update streamlines web performance to increase session duration and conversion rates while reducing bounce rates.

You can deploy HTTP/3 using a content delivery network (CDN). Platforms like Fastly and Cloudflare are already compatible with this protocol. If you’re unsure of your tech stack, tools like Builtwith and Wappalyzer come in handy to check listed CDNs. You might need a server change if HTTP/3 implementation through a CDN doesn’t work.

Downsides

Despite its performance advantages, HTTP/3 raises several concerns. For starters, users on fast networks get fewer benefits; the slowest 10% enjoy the most perks. Even so, this could be advantageous from a CWV perspective. Since CWV reports are international, you can narrow them down by user subgroups in remote geographical locations.

Additionally, users may encounter connectivity issues no matter their geographic proximity. This is especially true if you have many mobile users. Moving to HTTP/3 also demands major server updates since it changes the transport layer’s functions. This goes together with the high CPU requirements that may strain servers. The good news is that CPU optimization is underway. Moreover, CDN providers are working to solve HTTP/3 problems at the edge.

What Does It Take to Embrace HTTP/3?

HTTP/3 goes a long way in boosting site performance. The protocol might encounter some challenges going mainstream, but standard practices are bound to emerge as HTTP/3 gains popularity. SEO and HTTP/3 are poised to converge, interplay, and interact with each other.

Reach out to our dedicated, in-house SEO team for more updates on the latest in search engine optimization, as well as for help with your business’s own SEO.

Category Search Engine Optimization (SEO)

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