All these innovations or improvements could, however, pale against Google’s next initiative for its Chrome browser, an initiative that could likely affect the Internet industry as a whole. The teams of the Mountain View firm are currently working on a project that could radically change the way the Internet is used today. They aim to reinvent URLs to make them easier to understand, use and secure.
In an interview with Wired Adrienne Porter website Felt, engineering manager at Google Chrome, explains in this regard: “They [the URLs] are difficult to read, it is difficult to know how their different parts can be considered worthy of trust and, in general, I do not think that URLs are a good way to convey the identity of the site. ”
“We want to reach a stage where the identity of the Web is understandable to everyone – they know who they are using when they use a website and can reason to know if they can trust them. This involves, however, making significant changes to determine when and how Chrome should display the URLs, “she added later.
Can the Web do without “conventional addresses” for surfing the Internet? And if yes, how ? These are some of the questions Google is asking in an effort to make the Web a safer, more reliable and easier to use space for all Internet users.
The problem of the form in which the URLs currently present would be related to the fact that they are difficult to understand for the Internet users and hackers could easily use this situation to launch malicious sites or phishing attacks, broadcast Fake News , but also spread malware.
The link between Web identity and URLs has become less relevant in recent years as URL shortcuts have grown. These shortcuts hide long web addresses with an easy to remember and share URL, but can also allow hackers to hide illegitimate sites. It should be noted that Google has already tried to make the Web more secure by alerting users every time they visited an unsecured site, telling them that the web address they were using did not use the HTTPS standard.
This situation illustrates Google’s current weight in the Internet industry, as the technology company can afford to launch such initials that can probably serve as a standard in the future without having to go through the relevant regulatory authorities. There is also no reason to exclude the hypothesis that this initiative by Alphabet’s subsidiary actually hides an attempt to strengthen its monopoly on the online search market.
Google has not yet found “the final solution” for its problem with conventional URLs, the Chrome team is “always divided on the best solution to propose.” None of the options considered should be revealed at this stage. However, the ideal solution will be more secure than the current configuration and more convenient for users. It could be unveiled this fall or next spring.
Max Felder was a reporter for SEO Shark, before becoming the lead editor. Max has over fifty bylines and has reported on countless stories concerning all things related to SEO and online marketing. Max studied chemistry and history at the University of Melbourne.