Secure Your Website: HTTPS as a Ranking Signal

In a digital era where data privacy is a growing concern and cyber threats loom large, securing your website isn’t just a matter of best practice—it’s a necessity. One of the simplest and most effective ways to secure your website is by switching from HTTP to HTTPS.

But beyond just protecting your users, HTTPS plays a vital role in your SEO performance. Google has confirmed HTTPS as a ranking signal since 2014, and it continues to emphasize security as a core part of delivering quality search results.

In this article, we’ll explore why HTTPS matters, how it affects your SEO and user trust, and how one startup saw impressive business growth after making the switch.

What Is HTTPS?

HTTPS (HyperText Transfer Protocol Secure) is the secure version of HTTP. It uses SSL/TLS encryption to protect data transmitted between a user's browser and your web server.

This ensures that sensitive information—like passwords, credit card numbers, or personal details—is transmitted securely and can’t be intercepted by hackers or malicious third parties.

You’ll recognize HTTPS by the padlock icon next to a URL in your browser and the “https://” prefix in the address bar.

Why HTTPS Is Important for SEO

1. Google Uses It as a Ranking Signal

Google made it clear back in 2014: HTTPS is a ranking signal. While it may not be the most powerful factor on its own, it can be the tie-breaker when two sites have similar content and authority.

Since then, Google has continued to push HTTPS adoption through its browser, Chrome. Today, any site without HTTPS is marked as "Not Secure", which can scare users away before they even engage with your content.

2. Builds Trust and Credibility

When users see the padlock symbol, they know your site is secure. This boosts confidence—especially on e-commerce platforms or websites that handle sensitive user data.

A non-secure site can lead to distrust, higher bounce rates, and lost conversions.

3. Protects User Data and Your Business Reputation

Data breaches can be devastating. HTTPS encrypts data, protecting both your users and your brand. It also helps prevent “man-in-the-middle” attacks where data is intercepted during transmission.

4. Enables Modern Web Features

Some newer web technologies (such as HTTP/2, progressive web apps, and service workers) require HTTPS. Staying secure also means staying compatible with the modern web.

Real-World Case Study: A Fintech Startup's Transition to HTTPS

A financial technology startup had grown rapidly but was still operating on a basic HTTP site. As they began to expand services—requiring users to register, input personal data, and manage financial information—they realized the risks of remaining on HTTP.

What They Did:

• Purchased an SSL certificate and migrated their site to HTTPS
  
  

• Updated internal links and canonical tags to reflect the new URLs
  
  

• Set up 301 redirects from HTTP to HTTPS versions
  
  

• Verified the new HTTPS site in Google Search Console
  
  

The Results:

• Within 60 days, their keyword rankings improved across several high-intent terms
  
  

• They noticed a 15% increase in user registrations, attributed largely to increased user confidence
  
  

• Bounce rate on landing pages decreased, and average session duration increased
  
  

For this startup, the switch to HTTPS was not just about security—it was a strategic SEO and business growth move.

How to Switch to HTTPS in 6 Steps

Step 1: Purchase and Install an SSL Certificate

Choose a certificate authority (CA) like Let’s Encrypt (free), DigiCert, or GlobalSign. Work with your hosting provider to install the certificate on your server.

Step 2: Update All Internal Links

Update all absolute internal links to use “https://” instead of “http://”. Most CMS platforms like WordPress have plugins to help automate this.

Step 3: Redirect HTTP to HTTPS

Set up 301 redirects for all pages to point from the HTTP version to the HTTPS version. This ensures users and search engines are directed to the secure site.

Step 4: Update Canonical Tags and Sitemaps

Make sure your canonical URLs, sitemaps, and robots.txt file reflect the HTTPS versions. Submit the new sitemap in Google Search Console.

Step 5: Update Third-Party Resources

Update references to your site in marketing campaigns, emails, ads, and social media profiles. Also, ensure that embedded scripts or third-party tools don’t block HTTPS compatibility.

Step 6: Monitor Your Site

Use tools like:

• Google Search Console to verify performance and indexing
  
  

• SSL Checker to confirm your certificate is installed correctly
  
  

• Crawl tools (e.g., Screaming Frog) to find remaining HTTP links
  
  

Common Pitfalls to Avoid

• Mixed Content Issues: Ensure all scripts, images, and media are served over HTTPS to avoid browser warnings.

• Improper Redirects: Avoid redirect loops or 302 (temporary) redirects—stick with 301s for SEO consistency.

• Neglecting Analytics or Ads Tracking: Update all URLs in Google Analytics, Tag Manager, and other marketing tools to track accurately post-migration.
  
  

Do You Need HTTPS If You Don’t Sell Anything?

Yes. Even if your website doesn’t handle sensitive transactions, HTTPS still offers benefits:

• It protects form submissions (like contact forms or newsletter signups)
  
  

• It prevents ISPs or attackers from injecting ads or malware into your site
  
  

• It avoids “Not Secure” warnings in browsers that can damage your brand image
  
  

Whether you're a blogger, non-profit, or SaaS business, a secure connection improves credibility and user trust.

The Future of Web Security and SEO

Google’s push toward a fully secure web shows no signs of slowing. In the coming years, HTTPS may become an even stronger ranking factor. Meanwhile, users are becoming more aware of online security and expect every site to prioritize their safety.

Search engines, browsers, and regulations (such as GDPR) are aligning to support a more privacy-respecting internet—so making the switch is not just good SEO; it’s future-proofing your business.

Conclusion

In the competitive world of online visibility, small factors can lead to big changes. Switching to HTTPS is a relatively simple upgrade that improves your search rankings, builds trust with users, and opens doors to modern web technologies.