HTTPS vs. HTTP: SEO Power of Going Secure with SSL Certificates

Last Updated: 11 Apr, 2023

Have you ever wondered what those mysterious letters “HTTP” and “HTTPS” stand for at the beginning of a website URL? Or perhaps, you’ve noticed the padlock icon next to a website address and wondered what it signifies? The answers lie within cybersecurity and, surprisingly enough, search engine optimization (SEO). So, let’s explore this intriguing connection and answer the question: how does using SSL certificates impact your website’s SEO?

Setting the Stage: HTTP vs. HTTPS

First things first, we must clarify what HTTP and HTTPS mean. HTTP, or Hypertext Transfer Protocol, is the foundation for data communication on the World Wide Web. It’s like a digital handshake between your device and a website, dictating how information is transmitted across the internet – encompassing text, visuals, audio, video, and multimedia. When users launch their web browser, they engage with HTTP behind the scenes.

HTTPS, on the other hand, stands for Hypertext Transfer Protocol Secure. It is an encrypted version of HTTP that ensures a secure connection between your device and a website, protecting sensitive information from eavesdropping or tampering. This is where SSL (Secure Sockets Layer) certificates enter the picture – digital passports authenticate and encrypt data, providing that extra layer of security.

The SEO-Security Nexus: A Match Made in Cyberspace

The relationship between website security and SEO may seem tenuous at first glance, but Google’s algorithm is more than just a mechanical web crawler – designed to mimic human behavior. Just like you, Google prefers websites that are safe and trustworthy.

Why should you care? Because Google, the ultimate arbiter of internet searchability, has been pushing for a more secure web since 2014. Back then, Google announced that HTTPS would become a ranking signal, effectively making website security a factor in determining search rankings. This move was more than just a technical requirement; it was a nod to the importance of trust and credibility in the digital age.

Climbing the SEO Ladder with HTTPS

Let’s dive into the specifics: how exactly does HTTPS enhance your website’s SEO performance?

  1. Improved rankings: As mentioned earlier, Google has explicitly stated that secure websites have a slight edge in search rankings. While the impact may not be as strong as other factors like content quality or user experience, every bit counts in the cutthroat world of SEO.
  2. Trust and credibility: Would you trust a bank that doesn’t use HTTPS? Probably not. Trust is crucial for user engagement and conversion rates, and HTTPS plays a significant role in establishing that trust. A secure website implies professionalism and reliability, which can translate into more clicks, longer visits, and better engagement – all vital for SEO success.
  3. Privacy and security: Secure websites protect user data and privacy, which can be a game-changer for industries dealing with sensitive information like finance, healthcare, or e-commerce. When users feel safe, they’re more likely to engage with your content and recommend it to others, amplifying your online presence.
  4. Faster load times: Believe it or not, HTTPS websites can load faster than their HTTP counterparts because HTTPS allows the using HTTP/2. This speed bump, albeit small, can improve user experience and reduce bounce rates – factors that contribute positively to your SEO performance.
httpsseo2 HTTPS vs. HTTP: SEO Power of Going Secure with SSL Certificates

Navigating the Switch: Migrating to HTTPS

Convinced of the merits of HTTPS? Here’s a brief roadmap to make the transition smooth and painless:

  1. Purchase an SSL certificate from a trusted provider and install it on your website’s server. Various SSL certificates are available, so choose the one that best suits your needs.
  2. Set up 301 redirects from your HTTP URLs to the new HTTPS ones. This step is crucial to maintaining your SEO rankings, as it signals to search engines that your content has permanently moved to a new, secure location, which will pass on the link juice to the redirected page. 
  3. Update your XML sitemap and robots.txt file to reflect the new HTTPS URLs. Submit the updated sitemap to Google Search Console and other search engines to help them discover and index your secure content.
  4. Monitor your website’s performance during and after the migration to identify and fix any potential issues that may arise. You can identify any redirecting errors using the Page Indexing Report in Google Search Console

Avoiding SSL Missteps

While migrating to HTTPS brings numerous benefits, it’s essential to be aware of potential pitfalls that could harm your SEO performance:

  1. Mixed content: This occurs when a secure HTTPS page loads insecure HTTP content. Browsers may display a warning, damaging user trust and negatively impacting your SEO. Ensure all your content is served over HTTPS to avoid this issue.
  2. Duplicate content: Failing to set up proper 301 redirects can lead to both HTTP and HTTPS versions of your website being indexed, causing duplicate content issues. Implementing correct redirects is crucial to maintaining your SEO efforts.
  3. Expired or invalid SSL certificates: An expired or improperly configured SSL certificate can trigger browser warnings, driving users away and hurting your SEO. Keep your certificate up to date and ensure it’s correctly configured.

Seizing the SEO Advantage with HTTPS

In today’s digital landscape, website security and SEO goes hand in hand. By embracing HTTPS and implementing SSL certificates, you safeguard your users’ data and gain a competitive edge in the battle for online visibility. A secure website exudes trust, credibility, and professionalism – qualities that users and search engines value and reward.

So, HTTP or HTTPS? The answer is clear. Opt for HTTPS and unlock the SEO benefits of a secure and trustworthy online presence. It’s not just a technical requirement but a strategic investment in your website’s long-term success.

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