Google prioritizes security. That is why Google uses Hypertext Transfer Protocol Secure (HTTPS) as a positive ranking factor for websites. This means that websites with HTTPS encryption are given a higher ranking. However, while HTTPS does not influence the ranking directly, it acts as a ranking system.
HTTPS improves the security of your website and builds trust with users, leading to better engagement and improved SEO performance. Businesses should consider HTTPS as an element essential for an enriched page experience that the search engine rewards.
Are you wondering how website security can impact SEO and search rankings? This blog explains HTTPS as a website ranking factor and how it affects SEO.
What is HTTPS? – Basics 101
Hypertext Transfer Protocol Secure is an advanced version of HTTP used for secure communication over the Internet. It employs a Secure Socket Layer (SSL) or Transport Layer Security (TLS) to encrypt the data exchanged between a user’s browser and a web server to prevent unauthorized access or tampering during transmission.
By using HTTPS, users can be confident they are connecting to the intended website due to the authentication provided by digital certificates issued by trusted certificate authorities. When a browser connects to an HTTPS website, it verifies the site’s SSL/TLS certificate to confirm its legitimacy. It protects against man-in-the-middle attacks where communications might be intercepted or altered.
HTTPS also maintains data integrity so that information remains accurate and unaltered during transfer. This aspect is vital for safeguarding sensitive data like personal details, credit card numbers, and login credentials. It establishes a secure browsing experience and builds trust between users and websites.
Adopting HTTPS is imperative for website security, privacy regulation compliance, and improving user experience. Websites using HTTPS have a padlock icon in the browser’s address bar, signaling a secure connection and providing users with confidence when sharing information online.
Default HTTPS vs Optional HTTPS
| Default HTTPS | Optional HTTPS |
| It automatically uses HTTPS for all connections. | It supports both HTTP and HTTPS but does not redirect to HTTPS automatically. |
| No user action is required to use HTTPS. | Users must manually enter “https://” to access the secure version. |
| It makes sure that all user data is encrypted and secure by default. | Data may remain unsecured if users do not choose HTTPS. |
| It automatically connects using the secure protocol. | It connects using HTTP by default unless specified otherwise by the user. |
| It has minimal risk as all connections are secured. | It has a higher risk since unsecured HTTP connections can be used. |
Why Does HTTPS Encryption Matter: A Look at Google Transparency Report
Google’s Transparency Report on HTTPS encryption highlights how HTTPS keeps your browsing safe by creating secure connections between your browser or app and the websites you visit. It uses SSL or TLS encryption technology to protect these connections. The report includes data on how widely HTTPS is used at Google and across the internet.
Google prioritizes security and is committed to making all its sites and services use modern HTTPS by default. Their goal is to have 100% encryption across all their products and services.
HTTPS Encryption by Chrome
Since early 2015, we’ve been able to track HTTPS connections through Chrome users who opt to share usage statistics. The graphs below illustrate the increase in HTTPS usage across different platforms and regions.
On desktops, more than half of the pages viewed are loaded over HTTPS, and users spend two-thirds of their browsing time on HTTPS pages. Although HTTPS is less common on mobile sites, there is a clear upward trend in encryption usage on these devices as well.
Google has utilized private data sources to monitor the HTTPS status of the top 100 non-Google websites on the internet. Its estimates indicate that these sites, including amazon.com, facebook.com, instagram.com, and forbes.com, account for roughly 25% of all global web traffic. Out of these 100 sites, 97 default to HTTPS, and all 100 work on HTTPS.
HTTPS as Website Ranking Factor and Its Effect on SEO
As it is clear from the Google Transparency Report, Google uses HTTPS as a ranking factor to promote website security and enhance user experience. Here is a detailed look into how HTTPS actually improves the SEO and rankings of a website:
1. HTTPS Begins with Giving an Algorithmic Boost to Websites
Google’s search algorithm gives preference to websites using HTTPS over those using HTTP. When other factors are equal, a site with HTTPS will likely rank higher in search results compared to a non-secure site. This incentivizes webmasters to adopt HTTPS to improve their search visibility.
2. It Builds User Trust and Engagement
As mentioned earlier, websites that use HTTPS display a padlock icon in the browser’s address bar and indicate a secure connection. This visual cue builds trust with users and makes them more likely to stay on the site and engage with its content.
Higher user engagement metrics, such as longer session durations and lower bounce rates, positively influence search rankings. Finally, the impact of the HTTPS ranking factor on user behavior is crucial for SEO.
3. HTTPS Facilitates Data Protection
HTTPS encrypts data transferred between the user’s browser and the website. For sites (like e-commerce websites) that handle sensitive information like personal details, login credentials, and payment information, HTTPS is essential for safeguarding user data.
Since secure sites are less likely to face penalties or be flagged by Google for security vulnerabilities it is recommended to incorporate HTTPS SEO practices for better data security.
4. HTTPS Helps with Mobile-First Indexing
As mobile internet usage has surged, Google has shifted to mobile-first indexing, using the mobile version of a site for indexing and ranking. Mobile users are more concerned about security.
Thereby, making HTTPS critical for providing a secure browsing experience on mobile devices as well. This point is worth mentioning here because it reinforces the importance of HTTPS for search rankings.
What are the Challenges in Achieving Full Web Traffic Encryption?
Encrypting all web traffic is not easy, and there are a few hurdles to overcome. Some countries and organizations block or slow down HTTPS traffic, which complicates the goal of universal encryption.
Additionally, not every company has the technical know-how or sees the need to prioritize HTTPS implementation. For example, at Google, managing certificates can be tricky with products like Blogger, where users might use non-Google domains that might not support HTTPS. These challenges show just how complex it can be to achieve full encryption across the web.
The Key Takeaway
As the adoption of HTTPS is growing, websites that still use HTTP risk falling behind in search rankings. Adopting HTTPS offers a competitive advantage in SEO, signaling to both search engines and users that the site prioritizes security and user privacy. In short, being proactive and fully utilizing the HTTPS ranking factor can help websites stand out in search results and attract more visitors.
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