HTTPS and SEO: Why Security is a Ranking Factor

In the ongoing effort to make the web a safer place, Google has been a major advocate for website security. One of the most significant steps in this effort has been the push for all websites to adopt HTTPS.

HTTPS (HyperText Transfer Protocol Secure) is the encrypted version of the standard HTTP protocol. This encryption is enabled by an SSL (Secure Sockets Layer) certificate. For years, Google has been encouraging website owners to make the switch, and they have backed this up by making HTTPS a confirmed, albeit lightweight, ranking factor.

This means that having a secure website can give you a direct, positive boost in your SEO performance. Let's explore why HTTPS is so important for both security and SEO.

What's the Difference Between HTTP and HTTPS?

• HTTP: When you visit a website using an HTTP connection, the data exchanged between your browser and the website's server is sent in plain text. This means that if a hacker were to intercept this data, they could easily read it.
• HTTPS: When you visit a website using an HTTPS connection, all the data is encrypted. This creates a secure, private channel. If a hacker were to intercept the data, they would only see a scrambled, unreadable string of characters.

You can tell if a site is using HTTPS by looking for the padlock icon and the https:// at the beginning of the URL in your browser's address bar.

Why HTTPS is a Key Signal for SEO

Google's primary goal is to provide the best and safest experience for its users. A secure website is a better experience. Here's how HTTPS influences your SEO.

1. It's a Direct Ranking Boost

In 2014, Google officially announced that HTTPS is a ranking signal. While it's considered a lightweight signal compared to factors like content quality or backlinks, it can still be the tiebreaker between two otherwise equal websites. In the competitive world of SEO, every advantage counts.

2. It Builds User Trust and Increases Click-Through Rates

Modern browsers like Google Chrome actively warn users when they are visiting a non-secure (HTTP) site. Seeing a "Not Secure" warning in the address bar is a major red flag for visitors.

• Increased Bounce Rate: Many users will immediately leave a site that is marked as not secure, especially if they are asked to provide any personal information.
• Lower Click-Through Rate: If users see that your site is not secure, they may be less likely to click on it in the search results in the first place. A secure site with the padlock icon, on the other hand, builds instant trust and credibility.

3. It Protects Your Referral Data

When traffic passes from a secure HTTPS site to a non-secure HTTP site, the referral data (which tells you where the traffic came from) can be stripped away. In your Google Analytics, this traffic will often show up as "Direct" instead of "Referral." By using HTTPS, you ensure that you are getting accurate data about your traffic sources, which is crucial for making informed marketing decisions.

4. It's a Requirement for Modern Web Technologies

Many modern browser technologies and APIs, which can enhance your website's functionality and user experience, are only available to websites that are served over HTTPS. This includes features like geolocation, service workers (for offline access), and push notifications.

How to Make the Switch to HTTPS

If your site is still on HTTP, making the switch should be a top priority.

1. Obtain an SSL Certificate: The first step is to get an SSL certificate for your domain. The good news is that most reputable web hosting providers now offer free SSL certificates through Let's Encrypt. You can usually activate it with a single click in your hosting control panel.
2. Install the Certificate: Your host will typically handle the installation for you.
3. Update Your Website's URLs: You need to update all the internal links and resources on your site to point to the https version instead of the http version. CMS platforms like WordPress have plugins that can help with this process.
4. Implement 301 Redirects: Set up site-wide 301 redirects to automatically send all users and search engines from the HTTP version of your site to the new, secure HTTPS version. This is crucial for passing your existing SEO value to the new URLs.
5. Update Your Profiles: Update your website URL in your Google Analytics and Google Search Console profiles, as well as in any social media profiles or directory listings.

Conclusion

HTTPS is no longer an optional extra for e-commerce sites; it is a fundamental requirement for all modern websites. It is essential for protecting your users, building trust in your brand, and maximizing your SEO performance. By ensuring your website is secure, you are aligning with the best practices of the modern web and providing a safer, better experience for everyone who visits your site.