Before we begin asking whether SSL/HTTPS affects SEO Ranking,let’s look at what SSL, HTTPS is all about.
SSL stands for Secure Sockets Layer. It is the standard technology for having an Internet connection secure. This also helps to safeguard any sensitive data, including personal details, that is being sent between two systems. This means others’ intervention can not modify this sensitive data sent.
HTTPS is Hypertext Transfer Protocol Secure. It is an extension of the Hypertext Transfer Protocol (http). It is used for secure communication over a computer network and also widely used on the internet.
What matters is to know whether SSL/HTTPS affects SEO Ranking?
However, one takeaway that we get from the above definitions is that it has to do with Security. But then, SEO & Security seems to be separate terms. But, quite not so. Here are three reasons why it is not so.
Let’s assume an e-commerce site with excellent and valuable products and has not implemented SSL/HTTPS, i.e. It is not a Secure Site. Let us consider a user visits such a website and tries to make a purchase. He or she before entering the Credit Card or PayPal credentials finds that it is a “non-secure” one. This zaps away the confidence to key in such confidential information, like credit card details, to go forward with the purchase.
The result? Site Abandonment.
This affects not only sales. The users immediately choice for a similar or competitor website for their purchases. This results in a significant drop in traffic in the future for the one reason — This website is a non-secure one.
2. Browser Intimation
If the user is using a Chrome browser, then an intimation like the below is shown.
It Indicates the user that the web page is “insecure.” This discourages the user from proceeding with the website.
Well, irrespective of the type of the site, most users will shy away from an insecure site. They will not be spending much time on your website. This would result in a spike in the bounce rate, directly affecting the ranking of the website. Going forward, the ranking in the search engines for particular keywords will fall.
3.Google SSL/ HTTPS Algorithm
Let us see how SEO gets affected from a Search Engine’s perspective. Way back in 2014, Google had suggested about a ranking boost to secure HTTPS/SSL Sites. Over the years, we have observed websites with SSL/HTTPS shown in first page result.
Now, it is 2019 and is shocking for us that scores of websites have not been migrated to SSL/HTTPS. There are many more reasons that we can cite to prove how SSL/HTTPS affects SEO Ranking. However, we often wonder whether it is the lack of the right SEO expert’s advice on the reason why this transition has not happened yet.
If you are finding yourself in such a position, do not relent to move your website to a secure one.