With consumers growing more concerned about online transactions and their security, a new type of security certificate has been released and will be made available through only some certifying authorities. Known as the EV SSL or extended validation certificate, this type of security requires stricter documentation and offers consumers a clearer signal that they are on a securer site than usual.

In recent years, problems with phishing and other online scams have cost consumers and financial institutes a great deal of money. The problem persists as individual users have no easy way of recognizing whether a site is secure or not which means they are easy targets for these insidious endeavors performed by con artists. With EV SSL, however, that might soon change.

EV SSL, also known as an extended validation SSL certificate, is a type of certification that provides additional security for consumers. When a user goes to a site which is secured via extended validation, the address bar turns green. This clear color indicator means clients will benefit from extra security of their personal information on that site. Other indicators of a secured site are smaller or are easier to miss by users, but not in this case. Right now this indicator only works with Internet Explorer 7, so users who are browsing with alternatives or non-upgraded browsers will not benefit from this feature.

Receiving an EV SSL is proof of the reliability and trustworthiness of that specific website. The Certifying Authority requires specific information about the web sites so that they can ensure the protection of the visitors. For example, you have to establish your identity as the owner of the site and you must show proof that you are an actual business company before you can receive an extended validation SSL.

Furthermore, not all of the certifying authorizes will be able to offer extended validation as an option. Before being able to do so, they must pass their own internal audit and be approved. Even then, all of the certifying authorities will be expected to follow the same requirements to decide which sites are eligible for EV SSL and which are not. That means there will be a universal standard for the first time and this clearly offers greater security for consumers.

While extended validation is a good way to help consumers prevent identity theft and the theft of their finances through scams, it is also good for web site owners. Because that green address bar will eventually become synonymous with the greatest security in online transactions, consumers will recognize that site owners and operators who take the extra step to protect them are more likely to deserve their business and to be companies they can trust.

Besides the increase in consumer confidence, using the extended validation will give you a competitive edge in a tight market. People will more likely prefer online businesses that clearly show they are secure through the EV SSL certification process, than websites which might waste with their time and money. If you need a strong selling point for your site or just want to make your customers feel more confident about the security of their transactions, extended validation is a good choice.

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If your clients are concerned about the security of online transactions consider choosing an extended validation certificate. With an EV SSL, they will always know they are safe on your site.