Organic vs Paid Traffic Strategy
Think of TLS
(Transport Layer Security) and its predecessor, SSL (Secure Sockets
Layer), as the digital "security guards" of the internet. They
ensure that when you send data—like your credit card info or a private
message—it doesn't get intercepted by someone lurking on the network.
Even though
most people still say "SSL," we actually use TLS today because
it’s much more secure.
1. What
does it actually do?
TLS provides
three main things:
- Encryption: Hides the data being
transferred from third parties. Even if someone "sniffs" the
packets, they’ll just see gibberish.
- Authentication: Ensures that the party you are
talking to is who they claim to be (e.g., that’s actually your bank’s
server, not a hacker's site).
- Integrity: Verifies that the data hasn't
been forged or tampered with during transit.
2. How it
Works: The "Handshake"
Before any
data is sent, the client (your browser) and the server perform a TLS
Handshake. It’s like a formal introduction where they agree on how to talk
to each other.
1.
The Greeting:
The browser says "Hello" and lists which versions of TLS and
encryption algorithms (cipher suites) it supports.
2.
The ID Check:
The server sends back its SSL Certificate. This contains the server's
public key and is verified by a trusted third party (a Certificate Authority).
3.
The Secret Key:
Once the browser trusts the server, they work together to generate a session
key.
4.
The Switch:
Both sides agree to use that session key to encrypt all future communication.
Asymmetric
vs. Symmetric Encryption
TLS uses a
clever mix of both:
- Asymmetric Encryption: Used during the handshake to
establish a secure connection (slow but very secure).
- Symmetric Encryption: Used to encrypt the actual data
being sent (much faster for ongoing communication).