Exploring the Link Between HTTPS and SEO

Have you ever pondered the relationship between HTTPS and its impact on SEO?

The lack of HTTPS can detrimentally affect your SEO, as it’s a significant ranking factor.

In this piece, we’ll delve into the connection between HTTPS and SEO and guide you through transitioning your website from HTTP to HTTPS.

Understanding HTTP

HTTP (Hypertext Transfer Protocol) is the foundational technology enabling web browsing. It establishes a uniform protocol for communication among devices, web browsers, and websites.

HTTP versus HTTPS

HTTPS represents the evolved, secure variant of HTTP. The “S” in HTTPS denotes “Secure.”

This enhancement over HTTP ensures private and secure web browsing, protecting against hacking.

You might have noticed HTTPS in use. Websites employing HTTPS display a lock icon in the browser’s address bar.

HTTPS safeguards users during online activities like logging into websites and shopping, preventing data interception or alteration.

The implementation of HTTPS involves internet browsers, web servers, and websites.

HTTPS’s Influence on SEO

HTTPS as a Ranking Factor

Google started incorporating HTTPS as a minor ranking signal in its algorithms in 2014.

Given that secure sites offer a superior user experience, this move aligns with Google’s goal of satisfying users.

Websites transitioning from HTTP to HTTPS often observed a slight ranking improvement.

Fast forward to the present, and HTTPS continues to be a ranking factor, though its weight hasn’t increased since 2014. It’s part of Google’s Page Experience metrics, alongside a few user experience (UX) signals.

While HTTPS can influence rankings, the quality of content remains paramount.

Avoiding “Not Secure” Alerts

Starting in 2018, Google Chrome began marking HTTP sites as “not secure,” with other browsers introducing similar warnings.

These stark warnings can deter visitors, potentially devastating your website’s traffic, sales, and SEO rankings.

Enhancing Speed

HTTPS sites also benefit from quicker load times. HTTPS conducts security checks more rapidly than HTTP.

You can gauge the speed difference on specific test websites, toggling between HTTP and HTTPS options.

Remember, page speed affects your ranking and conversion rates. Google/Soasta research indicates that a 1-second delay in loading can reduce conversions by up to 20%.

Aspect	Impact on SEO
HTTPS as a Ranking Factor	Google uses HTTPS as a lightweight ranking signal.
User Trust and Credibility	HTTPS increases user trust, potentially reducing bounce rates.
Page Speed	HTTPS, especially with HTTP/2 and HTTP/3, can improve page load times.
“Not Secure” Warnings	HTTP sites may trigger warnings in browsers, deterring visitors.
Data Security	Enhanced security can lead to higher user engagement and trust.
SSL/TLS Certificates	Proper implementation of SSL/TLS certificates is crucial for HTTPS effectiveness.

Broader Performance Benefits

HTTPS-enabled websites gain access to technologies that can elevate conversions and sales, such as:

• Credit card autofill
• HTML 5 geolocation API
• Push notifications
• Example of push notification
• Tools like PushEngage allow targeting visitors with special offers, as demonstrated on the PushEngage site.

Building Trust: Encouraging Click-throughs and Sales

Security is crucial for online sales. Consumers are cautious about online transactions, and no e-commerce site wants to risk exposing customer credit card details.

Most internet users expect security across all websites, including forums, membership platforms, and blogs.

Adopting HTTPS is cost-free and invaluable for the security and trust it builds.

Transitioning to HTTPS

If your website is still on HTTP, you might be considering a switch to HTTPS.

Obtaining an SSL certificate is your first step. Fortunately, acquiring one is free and easier than ever.

The Role of SSL Certificates

When a user accesses a secure website, HTTPS authenticates the site, ensuring a safe connection.

This authentication involves a trusted third party that issues and signs digital certificates.

These entities, like Let’s Encrypt, are known as global Certificate Authorities. They facilitate the acquisition and management of SSL (or TLS) certificates, which are essential for secure web server and website connections.

Note: SSL (Secure Socket Layer) certificates are sometimes referred to as TLS (Transport Layer Security) certificates, with TLS being an updated version of SSL. However, the term SSL certificate remains widely used.

How to Get an SSL Certificate

Acquiring an SSL certificate used to be complex, with a plethora of types available and installation requiring technical expertise.

However, this has changed thanks to Let’s Encrypt, a non-profit backed by industry giants like Google and Cisco, offering free SSL certificates.

Typically, your web hosting provider will facilitate this process, sometimes automatically, or with minimal input from you.

The process is straightforward but may vary slightly depending on your host.

For instance, Netlify users can have an SSL certificate auto-installed with just a click.

Let’s Encrypt reissues a new certificate for your site every 90 days for security reasons, with an option for 60-day renewals.

Many hosts, including Netlify, automate the renewal process, allowing for manual early renewal if desired.

Hosting Providers

WordPress hosting services like SiteGround and WP Engine offer Let’s Encrypt certificates, as does Drupal host Acquia.

For static site generators like Gatsby or Hugo, Netlify is a recommended option.

How to Redirect Your Site from HTTP to HTTPS

After obtaining your SSL certificate, the next step is redirecting your HTTP URL to the new HTTPS one.

This redirection ensures that search engines crawl the new site and cease displaying old HTTP pages in search results.

WordPress users can utilize the All in One SEO (AIOSEO) plugin for this purpose.

AIOSEO, a well-established plugin with a large user base, simplifies the redirection process.

After installing AIOSEO, navigate to the Redirects section in the WordPress admin bar.

Choose the Full Site Redirect tab and enable Canonical Settings.

Here, you’ll see options to redirect from HTTP to HTTPS and adjust your domain preferences.

Remember to save your settings once done.

Some hosts might automatically handle this redirection, but it’s essential to confirm with your provider.

AIOSEO implements a 301 redirect, signaling to search engines that the change is permanent.

Bonus Tips on HTTPS and SEO

After switching to HTTPS, don’t forget to update your site’s URL in Google Search Console and Google Analytics.

Interesting fact: You can view any HTTPS site’s SSL certificate details by clicking the lock icon in the browser’s address bar and verifying the certificate’s validity.

Q&A on HTTPS and SEO

Why don’t all websites use HTTPS?

Several factors contribute to why not all websites use HTTPS. Some are abandoned HTTP sites, others didn’t redirect their HTTP address upon switching to HTTPS, and some owners might be unaware of the ease of transitioning to HTTPS.

What is HTTP/2 and HTTP/3?

HTTP/2 and HTTP/3 are significant updates to the World Wide Web’s protocol, designed to improve performance and address congestion issues. HTTP/3, utilizing QUIC technology, further enhances performance.

Common Misconceptions About HTTPS and SEO

While the importance of HTTPS for SEO is widely recognized, several misconceptions persist that can lead to confusion and ineffective practices. Let’s debunk some of the most common myths:

Myth 1: HTTPS is Only Important for E-commerce Sites

Many believe that HTTPS is crucial only for sites handling sensitive transactions. While it’s vital for these sites, Google and other search engines prefer secure sites for all types of content. HTTPS signals trust and authenticity, which is important for every website looking to improve its SEO.

Myth 2: HTTPS Will Instantly Boost Your SEO Ranking

Some expect an immediate ranking boost after switching to HTTPS. However, while HTTPS is a ranking factor, it’s one of many. The overall impact depends on various factors, including the quality of your content, user experience, and other SEO efforts.

Myth 3: Migrating to HTTPS is Complicated and Risky

The transition to HTTPS is viewed by some as a complex and risky process. With modern tools and platforms offering easy-to-implement SSL certificates, the process is more straightforward than ever. The key is following best practices and ensuring proper implementation to avoid common pitfalls.

Myth 4: HTTPS Slows Down Your Website

There’s a notion that the additional encryption layer of HTTPS can slow down your site. In reality, the impact on speed is minimal, and with the right configuration and updated protocols like HTTP/2, HTTPS can actually improve load times and overall performance.

Myth 5: Once You Switch to HTTPS, No Further Action is Required

Some believe that once their site is on HTTPS, their job is done. However, maintaining a secure site requires ongoing attention. Regularly updating SSL certificates, monitoring for security threats, and ensuring your site is configured correctly are all crucial steps in maintaining the SEO benefits of HTTPS.

Understanding these misconceptions and the realities of HTTPS can help you make more informed decisions about your website’s security and its impact on your SEO strategy.