HTTPS encryption is more than just a nice-to-have feature for a website; it plays an important role in search rankings.
HTTPS makes websites safer for users to visit, and Google values that extra layer of security.
If you’re wondering whether HTTPS is a ranking factor, this chapter will answer all of your questions.
Here’s everything you need to know about HTTPS and how it relates to search.
HTTPS Is a Ranking Factor, According to the Claim
When a website is encrypted with HTTPS, it is said to rank higher in search results than HTTP sites.
One of the foundations for this claim is that Google rewards websites that provide a good user experience, and improved security is one way to improve sites for users.
This claim is also supported by the fact that Google’s Chrome browser displays a warning before allowing users to visit non-HTTPS websites. Even the most inexperienced SEO professional will recognize that Google treats HTTPS differently.
Furthermore, there are claims about the strength of the HTTPS ranking signal that can range from extreme to extreme.
In the following section, we’ll address all of these claims and get to the truth using Google evidence.
HTTPS As A Ranking Factor: The Evidence
HTTPS as a ranking factor has been documented since August 2014.
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Google announced in a blog post that HTTPS has become a signal for its search ranking algorithms.
“… over the past few months we’ve been running tests taking into account whether sites use secure, encrypted connections as a signal in our search ranking algorithms. We’ve seen positive results, so we’re starting to use HTTPS as a ranking signal.”
When this update first went live, Google stated that HTTPS would be a “lightweight” ranking signal.
That appears to be the case even today; Google’s Gary Illyes stated that the idea of increasing the ranking signal was discussed but that the team decided against it.
However, this does not imply that site owners should treat HTTPS as anything less than a top priority. Illyes stated that the signal “affects enough queries measurably that I wouldn’t disregard it.”
Our Opinion On HTTPS As A Ranking Factor
HTTPS is a well-known Google ranking factor.
The HTTPS ranking signal is said to have a minor impact and is frequently referred to as a “tiebreaker” signal.
That means HTTPS can mean the difference between two relatively equal sites in terms of ranking positions.
That being said, site owners should not underestimate Google’s value of a positive user experience.
HTTPS is so important to Google that it is a component of another ranking signal. The page experience signal considers a number of UX factors, one of which is HTTPS.
In theory, websites could benefit from both the HTTPS and page experience ranking boosts. This transforms a weak signal into a stronger signal.
Although it is a proven ranking factor, an HTTPS site can still be outranked by an HTTP site.
When it comes to search rankings, relevance is everything. If the most relevant content to a query is on a non-HTTPS site, it will most likely rank higher than encrypted sites.
Even when all of the advantages of HTTPS are considered, it is not a panacea. If a site already has low rankings, HTTPS will not propel it to the first page of Google.
In other words, HTTPS is not the be-all and end-all of search ranking factors, but it is one of them. Most importantly, Google suggests it.
Learn more from SEO and read H1 Tags: Are They a Google Ranking Factor?
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