The Importance of HTTPS for SEO

Max Rose-Collins

Max Rose-Collins

— 4 min read

In the modern digital landscape, security and trust are paramount. HTTPS (HyperText Transfer Protocol Secure) plays a crucial role in safeguarding websites and their users. Beyond security, HTTPS has become a vital factor in Search Engine Optimization (SEO). This guide will explore the myriad reasons why HTTPS is essential for SEO and how implementing it can improve your website's performance and trustworthiness.

Focus keywords: HTTPS for SEO, importance of HTTPS, HTTPS benefits, secure websites, SEO ranking factors.

What is HTTPS?

Definition

HTTPS stands for HyperText Transfer Protocol Secure. It is the secure version of HTTP, the protocol used for exchanging data between a user's browser and a website.

How HTTPS Works

HTTPS encrypts data using the Transport Layer Security (TLS) protocol. This encryption ensures that data transferred between the web server and the browser remains secure, protecting sensitive information like login credentials, payment details, and personal data.

  • SSL/TLS Certificates: To implement HTTPS, a website needs an SSL/TLS certificate. These certificates can be obtained from trusted Certificate Authorities (CAs) like SSL.com, Let’s Encrypt, and GlobalSign.

Why HTTPS Matters for SEO

1. Google Ranking Signal

Google has made it clear that HTTPS is a ranking signal. Websites using HTTPS tend to have a slight advantage in search rankings compared to their non-secure counterparts.

  • Source: In 2014, Google announced HTTPS as a ranking signal. While it might not be the most significant factor, it contributes to the overall SEO score.

2. Enhanced Security

Security is paramount for both users and search engines. HTTPS ensures data integrity, encryption, and authentication.

  • Data Integrity: Protects data from being tampered with during transfer.
  • Encryption: Encrypts data to prevent unauthorized access.
  • Authentication: Confirms that users are communicating with the correct website.

3. Improved User Trust

Users are more likely to trust and engage with websites that use HTTPS. The padlock icon in the browser's address bar signals to users that the site is secure.

  • User Perception: According to GlobalSign, 84% of users would abandon a purchase if data was sent over an insecure connection.

4. Browser Warnings

Modern browsers like Chrome and Firefox display warnings for non-HTTPS websites, discouraging users from visiting insecure sites. This can lead to increased bounce rates and lower engagement metrics.

  • Chrome’s Warning: Since July 2018, Google Chrome marks all HTTP sites as "Not Secure," impacting user trust and potentially aiding in higher bounce rates. More information can be found in Google's Security Blog.

5. Improved Page Load Speed

HTTPS enables the use of HTTP/2, a major revision of the HTTP network protocol that improves speed and performance.

  • HTTP/2 Benefits: Includes multiplexing, header compression, and server push. These features allow faster loading times, which directly impacts user experience and SEO.
  • Resource: Cloudflare offers insights into HTTP/2.

6. Referral Data Preservation

When traffic passes from an HTTPS site to another HTTPS site, referral data is preserved in Google Analytics. On the other hand, if the referring site is HTTP, the referral data might be stripped, showing up as "direct" traffic.

  • Resource: Google's Analytics Help provides additional details on referral data.

Transitioning from HTTP to HTTPS

1. Purchase and Install an SSL/TLS Certificate

Start by choosing a Certificate Authority (CA) and purchasing an SSL/TLS certificate. Installation processes vary depending on the web hosting provider.

2. Update Internal Links and Hard-Coded Resources

Ensure all internal links, images, scripts, and other resources are updated to use HTTPS. Hard-coded URLs should be changed to their secure counterparts.

  • Resource: Use a site-wide find and replace tool or plugin to update these links.

3. Implement 301 Redirects

Set up 301 redirects from HTTP to HTTPS to ensure all traffic is directed to the secure version of your site. This preserves the SEO value and link equity of your existing URLs.

Apache: Add the following to your .htaccess file:

RewriteEngine On
RewriteCond %{HTTPS} off
RewriteRule ^(.*)$ https://%{HTTP_HOST}%{REQUEST_URI} [L,R=301]

4. Update Canonical Tags

Update canonical tags to reflect the HTTPS version of your URLs, preventing duplicate content issues.

Example:

<link rel="canonical" href="https://www.example.com/page" />

5. Update Sitemaps and Submit to Search Engines

Generate a new XML sitemap with HTTPS URLs and submit it to Google Search Console and Bing Webmaster Tools.

6. Check Mixed Content Issues

Use a tool or online scanner to identify and fix mixed content issues where both HTTP and HTTPS elements are present. Mixed content can create security warnings and negate the benefits of HTTPS.

Monitoring and Maintaining HTTPS

1. Regularly Renew SSL/TLS Certificates

SSL/TLS certificates have expiration dates and need to be renewed regularly. Most CAs offer automated renewal options.

  • Reminder: Set reminders for renewal well in advance to avoid lapses.

2. Monitor Site Security with Tools

Utilize security tools to continually monitor your site for vulnerabilities and ensure HTTPS maintains its integrity.

3. Enable HSTS

HTTP Strict Transport Security (HSTS) forces browsers to use HTTPS for all connections to your site, adding an extra layer of security.

Implementation:

Header always set Strict-Transport-Security "max-age=31536000; includeSubDomains"

4. Regular Security Audits

Conduct regular security audits to ensure compliance with the latest security standards and best practices.

Case Studies and Examples

1. eBay

eBay transitioned to HTTPS for both its main site and mobile app, resulting in improved security, user trust, and a small boost in search rankings. The move also preserved referral data, aiding in better traffic analysis.

2. The Guardian

The Guardian implemented HTTPS site-wide, addressing security concerns and aligning with modern web standards. This transition resulted in higher user trust and helped protect user data, particularly for its readership forms and subscriptions.

Conclusion

HTTPS is no longer optional—it's a necessity. Beyond securing data and protecting your users, HTTPS offers tangible SEO benefits, including better search rankings, improved user trust, enhanced site performance, and preserved referral data. Transitioning to HTTPS can seem daunting, but the long-term benefits far outweigh the initial effort. By implementing HTTPS and following best practices for monitoring and maintaining it, you can ensure your website is secure, trustworthy, and SEO-friendly.

Read more