The security of a website is not just a matter of user trust—it also plays a crucial role in search engine optimization (SEO). One key factor contributing to both security and SEO performance is HTTPS (Hypertext Transfer Protocol Secure). HTTPS is the secure version of HTTP, using encryption to protect data and ensure a safe browsing experience for users.
But how does HTTPS impact SEO, and why should website owners switch? In this post, we’ll explore the relationship between HTTPS and SEO, uncovering how HTTPS can influence search engine rankings and improve overall site performance.
What Is HTTPS?
HTTPS (Hypertext Transfer Protocol Secure) is an extension of HTTP, the protocol for transferring web data. It ensures secure communication by encrypting the data between the user’s browser and the website’s server. HTTPS uses SSL/TLS (Secure Sockets Layer/Transport Layer Security) certificates to establish this encryption, preventing third parties from intercepting or tampering with sensitive information, such as passwords or payment details.
HTTPS websites display a padlock icon in the address bar, signaling trust and security to users. HTTPS is crucial for protecting privacy, enhancing security, and improving SEO rankings, as search engines like Google prioritize secure websites in search results.
HTTP vs. HTTPS: How Are They Different?
- Security: The primary difference between HTTP and HTTPS is that HTTPS encrypts the data exchanged between the user’s browser and the website, making it secure, while HTTP does not. HTTPS uses SSL/TLS (Secure Sockets Layer/Transport Layer Security) certificates to encrypt the connection, protecting sensitive data, such as passwords, credit card information, and personal details, from being intercepted by malicious actors. In contrast, HTTP sends data in plaintext, which can be vulnerable to attacks like man-in-the-middle.
- Encryption: In HTTP, the data is transmitted as plain text, meaning anyone monitoring the connection (like hackers or other third parties) can read it. HTTPS, on the other hand, encrypts the data, ensuring that even if it is intercepted, it cannot be easily read or altered.
- Trust and Authentication: HTTPS ensures authenticity by verifying the website’s identity with a digital certificate issued by a trusted certificate authority (CA). This verification helps users trust that they are communicating with the correct website. HTTP does not offer such a guarantee, making it easier for attackers to create fraudulent websites.
- SEO and User Trust: Google uses HTTPS as a ranking factor, meaning websites using HTTPS are more likely to rank higher in search results. Additionally, modern browsers display a padlock icon or warning for HTTP sites, signaling to users that the site is not secure, which can reduce trust and traffic.
What Is The Relation Between HTTPS And SEO?
Yes, HTTPS is an SEO ranking factor. Google officially announced in 2014 that HTTPS would be considered a ranking signal, which has become an essential aspect of SEO. While it’s not a dominant ranking factor, it does contribute to your site’s search engine visibility in a few key ways:
1. Security and User Trust:
Google prioritizes user security, and HTTPS helps ensure encrypted data between the user and your website. Websites that use HTTPS are seen as more secure, which enhances user trust. Google’s focus on user experience means that secure sites are more likely to rank higher.
2. Referral Data:
When traffic is sent from an HTTPS site to an HTTP site, referral data is lost, meaning the traffic source won’t be reported in analytics. On the other hand, if both sites use HTTPS, the referral data is passed along, allowing for more accurate data tracking. This can help analyze traffic sources and optimize your marketing strategy.
3. Rankings:
While HTTPS is just one of over 200 ranking factors, Google has confirmed that secure sites have a slight ranking advantage over non-secure sites. The ranking boost may not be huge, but ensuring your site is HTTPS-enabled for optimal SEO performance is still important. HTTPS improves site security and user trust and can slightly boost rankings, making it an essential part of your overall SEO strategy.
How Does HTTPS Work?
HTTPS (Hypertext Transfer Protocol Secure) encrypts the data between a user’s browser and the website’s server to ensure a secure connection. It establishes an encrypted link using SSL (Secure Sockets Layer) or TLS (Transport Layer Security) protocols. Here’s a step-by-step breakdown of how HTTPS works:
1. Establishing a Connection:
When a user tries to visit a website with HTTPS (e.g., https://example.com), the browser sends a request to the server for the website’s content. Before any data is sent, the security handshake begins.
2. SSL/TLS Handshake:
The first part of HTTPS involves the SSL/TLS handshake, which establishes a secure, encrypted connection. The handshake involves the following steps:
- Client Hello: The browser (client) sends a message to the server indicating it wants to start a secure session. It includes the version of SSL/TLS it supports, a list of cipher suites (encryption methods), and a random number for generating session keys.
- Server Hello: The server responds by selecting a cipher suite from the list provided by the client. It also sends its SSL/TLS certificate, including the server’s public key and another random number. This public key is essential for encrypting the data exchanged.
3. Authentication:
The server’s certificate, issued by a trusted Certificate Authority (CA), is proof of the website’s identity. The browser verifies the certificate to ensure it hasn’t expired or been tampered with and that a trusted CA issues it. If the certificate is valid, the browser continues the handshake. If not, it will display a warning message to the user.
4. Key Exchange:
Once the server’s certificate is validated, the browser and the server perform a key exchange. The client generates a “pre-master secret” (a random value) and encrypts it using the server’s public key. This encrypted pre-master secret is sent to the server. Only the server with the corresponding private key can decrypt the pre-master secret.
From this pre-master secret, both the client and the server independently generate the duplicate session keys, which are symmetric encryption keys used to encrypt and decrypt data for the session.
5. Data Encryption:
The client and server can now communicate securely with the session keys that have been established. Any data exchanged between them is encrypted using symmetric encryption, ensuring that they cannot read it even if someone intercepts the data.
6. Secure Communication:
From this point onward, all data transmitted between the browser and the server is encrypted. This includes web page content, login credentials, payment information, and any other data exchanged between the two. Encryption ensures confidentiality and integrity, meaning third parties cannot tamper with or read the data.
7. Closing the Session:
When the session ends (i.e., the user finishes and closes the browser or navigates away from the site), the browser and the server close the secure connection. This ensures that the session keys used for encryption are no longer valid.
Roles of SSL Certificates For HTTPS
SSL certificates enable HTTPS (Hypertext Transfer Protocol Secure) on a website. These certificates secure the connection between a user’s browser and a website by encrypting data during transmission, ensuring privacy and security. Here’s how SSL certificates are integral to HTTPS:
1. Encryption of Data
SSL certificates provide the encryption necessary for HTTPS. When a user visits a website with HTTPS, the SSL certificate ensures that all data exchanged between the browser and server is encrypted. This means sensitive information, like passwords, credit card details, and personal data, is protected from hackers and third parties. Without SSL encryption, this data would be sent in plain text and vulnerable to interception.
2. Authentication and Trust
SSL certificates authenticate a website’s identity. When a site uses SSL, it proves to the user that it’s genuinely the site it claims to be, not an imposter. The certificate includes information about the website’s owner and the certificate authority (CA) that issued it. When users see the padlock icon or “Secure” label in their browser’s address bar, it signals trust, encouraging them to interact with the site.
3. Ensuring Integrity
SSL certificates ensure the integrity of the data being transferred between the server and the browser. They prevent any data from being altered or corrupted during transmission, which is crucial for protecting user data and the website’s content and functionality from tampering.
4. Improving SEO and User Confidence
HTTPS and SSL certificates can provide a slight ranking boost as part of Google’s ranking algorithm. Additionally, users are more likely to trust and stay on a site with an SSL certificate, which can reduce bounce rates and improve engagement.
How Will You Get an SSL Certificate?
Getting an SSL certificate is a relatively straightforward process, and it’s essential for securing your website and enabling HTTPS. Here’s how you can acquire and install an SSL certificate for your site:
1. Choose a Certificate Authority (CA)
The first step is to choose a trusted Certificate Authority (CA). These organizations issue SSL certificates after verifying the legitimacy of your site. Some well-known CAs include:
- Let’s Encrypt: Free SSL certificates are ideal for smaller websites or personal blogs.
- Comodo: A popular provider offering affordable SSL certificates with various validation levels.
- DigiCert: Known for high-level security and trusted certificates.
- GoDaddy: A popular option with various SSL certificates for different needs.
2. Determine the Type of SSL Certificate You Need
SSL certificates come in different types depending on the level of validation and the scope of coverage:
- Domain Validation (DV): The simplest and quickest SSL type, suitable for personal or informational websites.
- Organization Validation (OV): Provides higher security and shows that the business behind the website is legitimate.
- Extended Validation (EV): The highest level of validation. It activates the green address bar in browsers, which provides the most trust to visitors.
- Wildcard SSL: Secures a domain and its subdomains (e.g., www.yoursite.com and blog.yoursite.com).
3. Generate a Certificate Signing Request (CSR)
After selecting a CA and SSL type, you must generate a CSR (Certificate Signing Request) from your web hosting provider or server. This step is required to submit to the CA for validation. Most hosting providers offer easy tools to generate a CSR directly from the control panel (like cPanel or Plesk).
4. Submit Your CSR to the CA
Submit your CSR to the CA to start the verification process. Depending on the level of validation required, this process can take anywhere from a few minutes (for DV certificates) to several days (for OV or EV certificates).
5. Install the SSL Certificate
Once the CA has verified your details and issued the SSL certificate, you must install it on your server. Your hosting provider may offer one-click installation for SSL certificates, or you may need to install it manually via your server’s control panel.
6. Test and Activate HTTPS
After installation, it’s essential to test your SSL certificate to ensure everything works correctly. Use online tools like SSL Labs’ SSL Test to check the installation status. Finally, configure your website to use HTTPS by default (redirect all HTTP traffic to HTTPS) and ensure no mixed-content warnings appear.
7. Renewal
SSL certificates are valid for a set period, typically one to two years. Be sure to renew your certificate before it expires to maintain a secure connection and avoid potential SEO penalties.
By following these steps, you can secure your website with SSL, improving security, trust, and SEO performance.
How To Switch To HTTPS?
Switching your website to HTTPS is important for securing your site and improving user trust. Google also favors HTTPS-enabled sites in search rankings, making it essential to good SEO practices. Here’s a detailed guide on how to switch to HTTPS in 7 steps:
Step 1: Purchase an SSL/TLS Certificate
To switch to HTTPS, you first need an SSL/TLS certificate. This certificate encrypts the connection between your website and the user’s browser. Here’s how to get one:
- Choose a certificate authority (CA): Many trusted CAs are available, such as Let’s Encrypt (free), DigiCert, Comodo, and others.
- Buy or get a free SSL certificate: If you’re starting or working on a smaller project, Let’s Encrypt provides a free SSL certificate. For larger websites, you might opt for a paid certificate that includes more features and higher levels of validation.
- Install the SSL certificate: The installation depends on your web host and server. Many hosting providers offer one-click SSL installation, but if you manage your own server, you might need to follow instructions from your hosting provider or CA to install the certificate manually.
Step 2: Install the SSL/TLS Certificate on Your Server
After obtaining the SSL certificate, the next step is to install it on your server. The method varies depending on the server type, but here’s an outline of the process:
- For Apache: Edit the server’s configuration file to specify the location of the SSL certificate. You may need to enable SSL support and configure a virtual host for HTTPS.
- For Nginx: Add a server block for HTTPS and specify the location of the certificate files. Don’t forget to redirect HTTP traffic to HTTPS.
- For Managed Hosting Providers: If you’re using a hosting platform like Bluehost, SiteGround, or GoDaddy, SSL installation is often automated or can be completed quickly through their dashboard.
Ensure that your SSL certificate is correctly installed by visiting your site in a browser with https:// in front of the URL. If the SSL certificate works, you should see a padlock icon in the browser’s address bar.
Step 3: Update Your Website’s URLs
Once you install the SSL certificate, you must update your website’s URLs to use https:// instead of http://. This can be done in the following ways:
- Update internal links: Go through your website and update all internal links to use HTTPS. This can include links to pages, images, stylesheets, and JavaScript files.
- Update the website settings: If you’re using a content management system (CMS) like WordPress, Joomla, or Drupal, change the site URL in the settings to HTTPS. For WordPress, navigate to Settings > General and update the “WordPress Address” and “Site Address” fields to use https://.
- Hardcoded URLs: For websites with static content, manually update any hardcoded HTTP links in the HTML files to HTTPS. This is crucial for assets such as images, JavaScript, and CSS files.
Step 4: Set Up 301 Redirects from HTTP to HTTPS
Set up 301 redirects to ensure that all visitors and search engines are redirected to your site’s HTTPS version. This will automatically redirect users who try to visit your site over HTTP to the secure version (HTTPS).
- For Apache: Open the .htaccess file and add the following code to force HTTPS:
- apache
- CopyEdit
For Nginx: Add the following to the Nginx configuration file:
These redirects will ensure that all traffic is securely routed to the HTTPS version of your site.
Step 5: Update External Links and Resources
If you have external resources linked to your website or are using third-party services, make sure those also point to the HTTPS version of your site. This includes:
- Backlinks: If other websites link to your content, contacting them and requesting that they update the link to HTTPS is beneficial. While the HTTP to HTTPS redirect will handle most of the traffic, updating the external links will reduce potential issues and speed up the transition.
- CDN and API endpoints: If you use a Content Delivery Network (CDN) or third-party APIs, ensure the links and endpoints are set to HTTPS. Many services have a specific configuration to force HTTPS on their endpoints.
Step 6: Update Your Website’s Content and Resources
Sometimes, switching to HTTPS can cause mixed content issues. This happens when your website loads resources (like images, scripts, or stylesheets) over HTTP on an HTTPS page. Mixed content can break your site or reduce its security.
- Find and fix mixed content: Use browser developer tools to identify mixed content errors. You can also use tools like Why No Padlock? to scan your website for mixed content issues.
- Update external resource links: If you are linking to external scripts or media that use HTTP, update them to HTTPS if available. If the external service doesn’t support HTTPS, you may need to find alternatives or host the resources on your server.
Step 7: Test the HTTPS Configuration and Monitor SEO
Once you’ve completed all the technical steps, it’s time to test your site thoroughly to ensure everything is working smoothly:
- Check SSL Certificate: Use an SSL checker tool (like SSL Labs) to ensure your SSL certificate is configured correctly.
- Test Redirects: Ensure all HTTP traffic is being properly redirected to HTTPS. Use online tools like Redirect Checker to verify that your redirects are functioning.
- Monitor Your SEO: Check Google Search Console for any crawl errors or issues with the switch. Submit an updated sitemap and monitor your site’s performance. You might notice a temporary drop in traffic, but this should recover as search engines re-index your site over HTTPS.
- Update Google Analytics: In Google Analytics, update the property settings to reflect the change to HTTPS, ensuring you track data correctly.
Additional Considerations:
- HTTP/2 Support: Most modern servers support HTTP/2 when using HTTPS, which can improve page load speeds due to multiplexing (loading multiple resources simultaneously).
- SEO Impact: Switching to HTTPS is generally considered a positive ranking factor for Google. However, monitor your rankings and ensure the site performs well after the migration.
Why is HTTPS Important in SEO?
The importance of HTTPS (Hypertext Transfer Protocol Secure) in SEO cannot be overstated. Google and other search engines have increasingly prioritized security and user experience, and HTTPS plays a key role. Below are seven key reasons why HTTPS is important for SEO:
1. Google’s Ranking Factor
Google confirmed in 2014 that HTTPS would be a ranking signal. While it is not the most significant ranking factor, it still provides a slight boost in search rankings. Websites that use HTTPS are seen as more trustworthy and secure, which Google values when determining search engine results.
Since Google wants to provide users with the best and most secure experience, HTTPS-enabled websites receive preferential treatment in search rankings. Using HTTPS is necessary if you aim to improve or maintain your rankings.
2. Improved Website Security
Google prioritizes security, and HTTPS ensures that all communication between the user’s browser and the web server is encrypted. This encryption protects sensitive data like passwords, credit card details, and personal information from being intercepted by malicious third parties during transmission.
Search engines, including Google, value secure websites because they ensure user data remains private and safe. Secure sites are less likely to be targeted by hackers, reducing risks for users and the search engine itself. Therefore, HTTPS is an essential feature for websites handling sensitive data.
3. Better User Trust and Engagement
When users see that a website is secure (indicated by the padlock icon in the address bar), they are more likely to trust it. On the other hand, if a website is not secure (i.e., it uses HTTP), most modern browsers will display a warning message stating that the site is not secure.
This can be alarming for users, leading them to leave the site before even interacting with it. As user trust is crucial for engagement and conversions, switching to HTTPS can directly impact metrics like bounce rates, time on page, and overall user interaction. If users trust your site more, they’re more likely to spend time browsing, make purchases, or fill out forms, which can indirectly improve SEO.
4. Referral Data Integrity
When traffic is sent from an HTTPS site to an HTTP site, referral data is stripped away. This means that website owners cannot track where the traffic is coming from. However, when both sites use HTTPS, the referral data is retained, providing more accurate analytics.
Accurate referral data is important for marketers and SEO professionals to understand where their traffic comes from, which campaigns are working, and how users are navigating their websites. Switching to HTTPS ensures that all referral data is preserved, helping you optimize your traffic and marketing efforts more effectively.
5. Compliance with Browser Standards
All major browsers, including Chrome and Firefox, are moving toward stronger security standards. Google Chrome, in particular, marks HTTP sites as “Not Secure” in the address bar, which signals users that they should avoid such sites, especially if they are required to enter personal or payment information.
As these browser updates continue, it’s becoming increasingly difficult for websites that don’t use HTTPS to remain competitive. If your website still uses HTTP, it risks losing user trust, damaging brand reputation, and potentially even facing penalties in search rankings. Switching to HTTPS ensures you comply with browser security standards and avoid negative user signals that could hurt your SEO performance.
6. Mobile-First Indexing
Google has moved to mobile-first indexing, meaning it primarily uses a site’s mobile version to evaluate and rank content. HTTPS plays an important role here because mobile security is even more critical than desktop security due to the nature of mobile networks and data sharing.
Mobile users are often connected to public Wi-Fi, making it easier for hackers to intercept data. HTTPS ensures that the communication between the mobile device and the server is secure. Websites that do not use HTTPS may be penalized in mobile search rankings because they do not meet the higher security standards required by Google for mobile-first indexing.
7. Increased Click-Through Rates (CTR)
When HTTPS is implemented on your website, browsers display a small padlock icon next to the URL, indicating that the site is secure. This icon reassures users that the site is trustworthy, which can significantly improve click-through rates (CTR) from search results.
Users are more likely to click on a website they perceive as secure, especially when given the choice between an HTTP and HTTPS version of the same result. Therefore, HTTPS can indirectly affect SEO by improving CTR, a positive user interaction signal that search engines use to rank websites.
8. E-commerce and Transaction Trust
HTTPS is critical for websites involved in e-commerce or any form of online transaction. Whether users submit payment details, enter personal information, or complete a purchase, HTTPS ensures that the data is encrypted and secure. Websites without HTTPS are likely to see high abandonment rates for transactions due to a lack of trust.
As more users become security-conscious, particularly with increasing concerns over data privacy and cyber threats, HTTPS has become a standard requirement for any site dealing with financial transactions or sensitive information. Google understands this and provides a ranking advantage to secure e-commerce sites.
What Did Google Recommend HTTPS as a Ranking Signal?
Google’s decision to recommend HTTPS as a ranking signal stems from its commitment to improving security across the web. Here’s why it’s a critical move for both Google and webmasters:
1. A Priority on Security:
Security has always been Google’s top priority. With services like Search, Gmail, and Google Drive using strong HTTPS encryption by default, Google ensures that the data exchanged remains private and secure. Beyond its platforms, Google is focused on enhancing internet security. This is why they’ve been working to encourage the broader web ecosystem to adopt HTTPS encryption.
2. Creating Safer Web Environments:
Google has continuously pushed for a more secure web environment, advocating for HTTPS as a default for all websites. This is part of their effort to make the internet safer for users. As part of this mission, they’ve provided web admins with resources to prevent and fix security breaches on their websites.
3. Encouraging Adoption of HTTPS:
Over time, more webmasters have adopted HTTPS, and Google sees this as a positive development. HTTPS helps prevent attacks like man-in-the-middle, where attackers could intercept and alter communication between the website and users. As the web increasingly adopts HTTPS, Google’s role has been to encourage even greater adoption, ensuring that users can browse safely and securely across the web.
4. Running Tests for Ranking Signals:
To encourage the transition to HTTPS further, Google has tested whether HTTPS should be used as a ranking signal. After running several tests, Google observed positive results. As a result, HTTPS became a lightweight ranking signal in Google’s search algorithms. While it’s still only a tiny factor (affecting fewer than 1% of global queries), Google has been transparent in saying that they may strengthen this signal over time.
5. Long-Term Vision for HTTPS Adoption:
At Google I/O, the company called for “HTTPS everywhere” on the web, showing their long-term commitment to making the internet safer. By incentivizing the adoption of HTTPS, Google aims to raise the overall security standard across the entire web, ultimately benefiting users and website owners alike.
Google’s introduction of HTTPS as a ranking signal was a natural step in its ongoing efforts to enhance security across the web. By rewarding websites that adopt HTTPS, Google is aligning its search algorithms with a broader goal of improving security, privacy, and user trust across the internet.
Conclusion
HTTPS is more than just a security measure—it’s an important ranking factor for SEO. Google values secure websites and rewards them with better rankings, which can drive more organic traffic. By adopting HTTPS, website owners enhance user trust, protect sensitive data, and benefit from improved visibility in search results. Switching to HTTPS is an essential step in staying competitive in today’s digital environment, and it’s a crucial part of any long-term SEO strategy. Secure your website today and reap security and search rankings benefits.
