HTTPS And SSL Certificates | Why They Matter For SEO

It happens in a split second.

You click a link on Google, and bam—a big, ugly “Not Secure” warning flashes across your screen.

You pause.

You were just about to buy something, or maybe just looking for an answer. But that warning stops you cold. Do you really want to stick around on a site that your own browser doesn’t trust?

Probably not. Most people hit the “back” button and don’t think twice.

That hesitation, that moment of distrust, is exactly where web security and search engine optimization (SEO) collide. It all comes down to that tiny padlock icon in your address bar. That’s HTTPS. And the engine that powers it is an SSL certificate.

For way too long, small business owners and bloggers brushed this off. It was a “tech” problem. Something for banks and big e-commerce sites to worry about.

Those days are over.

Understanding the role of HTTPS and SSL certificates for SEO isn’t just “a good idea” anymore. It’s the new price of entry. It’s a non-negotiable part of any digital strategy. If you’ve been putting it off, or you’re not even sure what that “S” in “HTTPS” really means, you’re in the right spot. That little letter might just be the one thing holding your site back from the rankings and trust it deserves.

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Key Takeaways

• Google Does Use It as a Ranking Signal: Back in 2014, Google confirmed that HTTPS gives sites a minor ranking boost. Think of it as a tie-breaker when two search results are otherwise equal.
• But Trust is the Real SEO Win: The real impact isn’t that small ranking signal. It’s the massive user trust factor. That scary “Not Secure” warning in Chrome makes people leave. This hikes up your bounce rate and tells Google your site is a bad result, directly hurting your E-E-A-T (Trustworthiness) score.
• SSL/TLS Certificates are the Engine: You can’t just “get” HTTPS. You need an SSL (or more accurately, a TLS) certificate to make it work. This is a digital file that does two things: it encrypts data between your site and your visitor, and it proves your site is actually your site.
• It’s Not Just for Online Stores: Don’t think you’re exempt because you “just have a blog.” Browsers flag all HTTP pages as “Not Secure,” not just checkout pages. This hurts your credibility, your email signups, and how long people stick around.
• The Switch is a Technical Project: You can’t just “turn on” HTTPS. You have to implement 301 redirects (the permanent kind) for all your old HTTP URLs. This is crucial for passing your “link juice” to the new, secure pages. You also have to swat down “mixed content” errors, which happen when insecure (HTTP) images or scripts are still trying to load on your secure (HTTPS) page.

So, What’s That Little Padlock in My Browser, Anyway?

Let’s look at the most obvious piece of this puzzle.

Go ahead and open a new tab and pull up your bank’s website. See that little grey padlock up in the address bar, right next to the URL?

That’s the “all-clear.”

It’s your browser’s quiet way of saying, “This connection is secure. I’ve checked this site’s ID, the data is scrambled, and you’re safe here.” It’s a small but powerful symbol of trust.

Now, for contrast, go find a site that you know hasn’t been touched in ten years. An old fan page, maybe? Or that local restaurant with a “Copyright 2008” in the footer. You’ll almost certainly see something else.

No padlock. Instead, you’ll get a “Not Secure” warning, plain as day.

That’s your browser waving a giant red flag. It’s basically shouting, “Hey, be careful! This place isn’t locking the door. Anyone on this network—like the person next to you at the coffee shop—could be peeking at what you’re doing.”

This one visual cue—padlock or warning—is what this whole conversation is about. The padlock means HTTPS and an SSL certificate are working perfectly. The “Not Secure” warning is the clear penalty for failing to have them.

Before We Talk SEO, What’s the Difference Between HTTP and HTTPS?

To really get why this matters, we have to pull back the curtain on how the web even talks to itself. HTTP and HTTPS are “protocols.” You can just think of them as the agreed-upon set of rules for how computers exchange information.

What Was Wrong with Good Old HTTP?

HTTP stands for Hypertext Transfer Protocol. It’s the original, foundational language of the web. When you typed a URL into Netscape Navigator back in 1998, HTTP is what went out, grabbed the page, and brought it back to you.

It was revolutionary. But it had one giant, gaping flaw: it was built when the web was a trusting place.

HTTP sends everything in plain text.

Think of it like sending a postcard. Anyone who gets their hands on it along the way—the postman, your nosy neighbor, a stranger in the mailroom—can read the entire message.

In the early days, this was fine. We were just sharing academic papers and simple “About Me” pages. The second we started typing in passwords, credit card numbers, and private messages, “plain text” became a massive liability. Anyone on the same public Wi-Fi could, with some basic tools, “read your postcards” and steal your logins.

How Does HTTPS “Secure” Things?

HTTPS stands for Hypertext Transfer Protocol Secure. That one little “S” changes everything.

If HTTP is a postcard, HTTPS is a locked, tamper-proof steel briefcase.

When your browser connects to a site using HTTPS, it does something called a “handshake.” It’s a fast, technical introduction where the two sides prove their identities and agree on a secret code. Once they trust each other, they open a secure, encrypted tunnel.

From that point on, everything you send and receive is scrambled into unreadable gibberish.

Even if that hacker at the coffee shop intercepts the data, all they get is a block of nonsense. They don’t have the unique “key” to unscramble it.

That scrambling is the “S” in HTTPS. And the ID card that proves the site is legit and holds the keys is the SSL certificate.

Okay, So Where Do SSL Certificates Fit Into This Picture?

This is where the terms get a little fuzzy, but the idea is simple. A website can’t just decide to be secure. It has to prove it is who it claims to be.

An SSL certificate is your website’s official, verified passport.

SSL means Secure Sockets Layer. (You’ll also hear the more modern name, TLS, or Transport Layer Security. Functionally, everyone just calls it SSL.) This certificate is a small data file that’s issued by a trusted third party, known as a Certificate Authority (CA).

This little file has two critical jobs:

1. Encryption: It holds the “keys” (one public, one private) that are used to lock and unlock the data. When your browser does the “handshake,” the server shows its certificate to prove it has the right keys, which allows them to build that secure, scrambled tunnel.
2. Authentication: This part is just as important. The Certificate Authority doesn’t just give these away. You have to prove you actually own the domain. This is what assures a user that when they type in mybank.com, they are really talking to “My Bank” and not some imposter site (my-bank.net) built to steal their password.

Without a valid, unexpired SSL certificate, you simply can’t use HTTPS. It’s the engine and the fuel for modern web security.

Why Did Google Suddenly Start Caring So Much About HTTPS?

Google’s entire empire is built on a single, fragile thing: user trust.

You use Google because you trust it to give you the most relevant, helpful, and safe answers. If you click the #1 result and land on a site that rips you off, you don’t just blame the site. You blame Google for sending you there.

Google’s core mission is organizing the world’s information, and a huge part of that is protecting the people who access it.

Back in 2014, Google started its “HTTPS Everywhere” campaign. They officially said that HTTPS would become a lightweight ranking signal. It was a gentle nudge, a little encouragement for webmasters to make the switch.

Then, in 2018, they stopped nudging and started shoving.

With the release of Chrome 68, Google’s browser—which holds the vast majority of the market—started flagging all pages served over HTTP as “Not Secure.”

That changed the game overnight. It was no longer a tiny, technical debate for SEO nerds. It was a public “badge of shame.” Google had flipped the script. Security was no longer a bonus; it was the default. Insecurity was now the thing that got you penalized.

Is HTTPS Really a Google Ranking Factor?

Let’s clear this up with a simple, direct answer.

Yes.

Google has confirmed it, repeatedly. HTTPS is a ranking signal. But we have to be really clear about what that actually means.

It’s a lightweight signal.

Installing an SSL certificate will not magically rocket your site from page five to position one. Far from it. The quality of your content, your site’s speed, your user experience, and your backlink profile are all much, much stronger signals.

So, where does it matter? It’s a tie-breaker.

Imagine you and your competitor have pages that are practically identical in quality. Similar content, similar authority, similar speed. In this scenario, Google will give the nod to the HTTPS site. Every. Single. Time.

Think about how ferocious the competition is on page one. The difference between #3 and #4 can mean thousands of dollars. Why would you ever be willing to lose that tie-breaker?

It’s one of the few ranking factors you have 100% control over. It’s a switch you can flip. Not flipping it is like choosing to start a race one step behind the line. You might still win, but you’re making it a whole lot harder on yourself.

But If It’s a “Lightweight” Signal, Why Are We Talking About It?

This is the most important question. If the direct SEO boost is tiny, why is this article so long?

Because the direct ranking signal is almost irrelevant.

The real power of HTTPS and SSL certificates for SEO comes from the massive, undeniable, and conversion-driving indirect benefits.

It all boils down to one word: Trust.

Let Me Tell You About a Client…

I remember this one client vividly. It was a small e-commerce site, and the owner, a guy named Mark, made these fantastic, handmade leather-bound journals. His product photos were gorgeous, his prices were totally fair, but his sales were dead flat.

He was pulling his hair out over keywords and backlinks. He was convinced that if he could just rank for “leather journals,” he’d be set for life.

I took one look at his site and saw it immediately. The glaring “Not Secure” warning, right in the URL bar.

We had been so focused on traditional SEO—keywords, meta descriptions, all of it—that we missed the elephant in the room. His entire site, including his shopping cart, was being served over HTTP.

Just think about that user’s journey. A person clicks an ad, falls in love with the product, puts it in their cart… and the very moment they go to pay, their browser tells them the connection isn’t secure.

Would you type your credit card number into that page?

Heck no.

We spent an afternoon getting a proper SSL certificate installed, forcing the entire site to use HTTPS, and cleaning up a few broken links from the migration. Two weeks later, Mark emailed me. His abandoned cart rate had fallen by over 20%.

It wasn’t a magic keyword. It wasn’t a new flood of traffic. It was trust. We just stopped scaring away the customers he already had.

How HTTPS Screams “Trust” (And Why That’s E-E-A-T)

Google’s entire playbook for quality is built around E-E-A-T: Expertise, Authoritativeness, and Trustworthiness. (They recently added a second “E” for Experience).

That “T” for Trustworthiness is the bedrock of the whole thing.

HTTPS is one of the most direct, technical, and undeniable signals of Trustworthiness you can send to both Google and your users.

See, Google’s algorithms are smart. They don’t just check a box: “Yep, HTTPS is on.” They measure what happens when users interact with your site. This is where the real SEO penalty for not having it comes from.

How Do “Not Secure” Warnings Kill Your SEO?

Let’s trace the data.

1. A user searches for “best leather journals.”
2. They see your site (Mark’s old one) and a competitor’s site. They click your result first.
3. Your HTTP site loads. The “Not Secure” warning appears.
4. The user instantly feels wary. They don’t trust this.
5. They hit the “back” button, returning right back to the Google search results. This is a “bounce.”
6. They then click your competitor’s result. It loads instantly over HTTPS with the nice, safe padlock. The user feels secure and starts shopping.

You just lost a customer. But you also did something far worse in Google’s eyes. You created a negative user-behavior signal called “pogo-sticking.”

You just sent a loud, clear message to Google: “The person who searched for ‘best leather journals’ clicked my result, hated it, and immediately bounced back to the search page. They then clicked the next result and found what they wanted.”

If that happens enough, Google’s algorithm learns. It says, “People searching for this term clearly do not like this result. They do like the other one. Let’s just swap them.”

Google will demote your page and promote your competitor.

Your lack of an SSL certificate didn’t just cost you a single sale. It actively taught Google that your competitor is a better, safer, and more trustworthy answer. That is an SEO disaster.

Does My Tiny “About Me” Blog Really Need HTTPS?

“But I don’t sell anything!”

I hear this constantly. “I just have a small blog. I don’t even have a contact form. Why on earth would I need encryption?”

This is a common, but now totally outdated, way of thinking.

First, that “Not Secure” warning in Chrome? It shows up on every single HTTP page. It doesn’t care if it’s a blog post or a checkout page. Your credibility takes an instant hit with every single visitor.

Second, do you have an email newsletter signup? A comment section? A simple site search bar? All of those transmit data. Sure, it’s not a credit card number, but it’s still information. Protecting it shows you respect your user’s privacy.

Third, it’s just about looking professional. Having an HTTPS site shows you’re a serious webmaster who cares about modern standards and your visitors’ well-being. It’s a level of professionalism that’s no longer optional; it’s expected.

And finally, as we’ll see in a bit, modern speed upgrades—which are a huge ranking factor—actually require HTTPS to even work. By sticking with HTTP, you’re not just taking a security hit; you’re locking yourself out of a faster site.

For the cost—which is often zero—there is just no good reason to not have an SSL certificate today.

Aren’t All SSL Certificates Basically the Same?

No. This is an important distinction, because the type of certificate you get can also impact user trust. While the level of encryption is generally the same, the vetting process is completely different.

This vetting is all about that second job of an SSL: authentication. How hard did the Certificate Authority (CA) have to work to confirm you are who you say you are?

Domain Validated (DV) – The “Quick Check”

This is the most basic, common type of certificate. To get one, you just have to prove you control the domain. This is usually done by clicking a link in an email sent to admin@yourdomain.com or by uploading a specific file to your server.

It’s fast. It’s cheap (these are the ones that are often free from providers like Let’s Encrypt). And it gets you the padlock.

For a blog, a personal portfolio, or a small informational site, a DV certificate is 100% fine. It encrypts the data, and that’s the main goal.

Organization Validated (OV) – The “Business License”

This one is a real step up. To get an OV certificate, you don’t just prove you own the domain. You have to prove your organization is a real, legitimate, registered business.

The CA will check business registries and probably require you to send them some paperwork. This process can take a few days.

The result? When a user clicks the padlock on your site, the certificate details will show your verified company name and location. This adds a much deeper layer of trust. For a lead-generation site or a standard e-commerce store, an OV certificate is a fantastic choice.

Extended Validation (EV) – The “High-Security” Treatment

This is the top-tier. Getting an EV certificate is a strict, in-depth, and sometimes lengthy vetting process. The CA does a full-scale investigation into your business’s legal, physical, and operational existence.

It used to be that EV certificates gave you a “green bar” in the browser with your company’s name displayed right next to the URL. Browsers have mostly phased out that visual, but the high-level trust remains.

When a user clicks the padlock, they see a wealth of verified company information. This is the standard for major banks, financial institutions, and large-scale e-commerce platforms. It’s the ultimate “we are who we say we are” signal. For most small businesses, it’s overkill, but for a “Your Money or Your Life” (YMYL) site, it’s a powerful trust asset.

What About Wildcard or Multi-Domain (SAN) Certificates?

These are modifiers, not validation levels.

• A Wildcard SSL (*.yourdomain.com) lets you secure your main domain and all of its subdomains (like blog.yourdomain.com, shop.yourdomain.com, etc.) with one certificate.
• A Multi-Domain (SAN) SSL lets you secure multiple different domains (like yourdomain.com, your-other-site.net, new-product.org) on a single certificate.

How Do I Even Get an SSL Certificate?

This part used to be a massive, expensive, technical nightmare.

It’s not anymore.

For 95% of website owners, the answer is incredibly simple: ask your hosting provider.

Almost every modern web host (WP Engine, Kinsta, Bluehost, GoDaddy, you name it) has integrated with Let’s Encrypt, a non-profit Certificate Authority. They now offer free, basic (DV) SSL certificates that you can often install with a single click from your hosting dashboard.

For most blogs and small businesses, this is all you need. It’s free, it auto-renews, and it gets you the padlock.

If you need a higher-validation (OV or EV) certificate, you’ll need to purchase one from a commercial CA like DigiCert, Comodo, or GeoTrust. You’ll go through their vetting process, and they will issue you the certificate files. You then have to take those files and install them on your web server. This is a more manual process, and you might need your host’s support team or a developer to help.

But the bottom line is this: the cost barrier is gone. Security is free.

I Flipped the Switch to HTTPS. Why Is My Site Broken?

This is where good intentions can go horribly wrong for your SEO. You got the certificate, you told your site to use HTTPS… but now the padlock is “broken,” or your traffic has completely vanished.

A successful HTTPS migration is more than just installing a certificate. You have to clean up the mess afterward.

The “Mixed Content” Nightmare

The most common problem by far is the “mixed content” error.

This happens when the main page itself—the HTML—loads securely over HTTPS, but some of the stuff on that page (images, CSS files, JavaScript files) are still being called from their old, insecure http:// URLs.

Your browser sees this and freaks out. It says, “Whoa! The front door is locked, but all the windows are wide open!” The page is a mix of secure and insecure content.

As a result, it won’t show the clean padlock. It will show a broken padlock or a warning. This completely defeats the purpose and erodes user trust, just like the “Not Secure” warning did.

You have to hunt down every single http:// link in your site’s code and update it to https://. This can be a pain, but tools like “Why No Padlock?” can scan your page and tell you exactly which elements are causing the problem.

Did You Forget to Tell Google You Moved?

This is the SEO-killer.

In Google’s eyes, http://yourdomain.com and https://yourdomain.com are two completely separate websites.

Think about it. It’s like moving from 123 Main Street to 124 Main Street. You can’t just expect your mail (and your “link juice”) to show up automatically. You have to file a change of address.

That “change of address” on the web is a 301 Redirect.

You must set up a server-level 301 (Permanent) redirect that tells all browsers and search engines, “Hey, we’ve moved! Every page that used to be at this HTTP address is now permanently at this new HTTPS address.”

This 301 redirect passes all of your hard-earned ranking power—your backlinks, your authority—from the old URLs to the new ones.

If you forget this step, you’ve essentially split your site in two. Google will get confused, your authority will be diluted, and your rankings will plummet.

Don’t Forget Google Search Console!

Finally, you need to tell Google about your new “property.”

Go into your Google Search Console account and add the https:// version of your site. (e.g., https://www.yourdomain.com). This is now your primary site.

You’ll want to submit your sitemap through this new property so Google can quickly find and index all of your new, secure URLs. This will help speed up the transition and get your secure pages showing in search results, replacing the old, insecure ones. As a useful resource, universities like the University of Washington offer great primers on how search engines index and rank content, which reinforces the importance of this technical step.

Will HTTPS Slow Down My Website?

This is a common myth that needs to be permanently busted.

In the very early days of SSL (we’re talking a decade ago), the process of encrypting and decrypting data—that initial “handshake”—did add a tiny fraction of a second of latency.

This is no longer true.

Modern servers and browsers are optimized to handle this handshake with incredible speed. The performance hit is so negligible that no human user would ever notice it.

But here’s the real kicker: HTTPS is now a requirement for a faster website.

Modern speed technologies like HTTP/2 and HTTP/3—which allow your browser to download multiple files from your server at the same time instead of one by one—require an HTTPS connection to function.

This means a site on HTTP/2 (over HTTPS) will be significantly faster than an old site on HTTP/1.1. By not switching to HTTPS, you are actively preventing yourself from using the most important web performance upgrades available.

So, no. HTTPS doesn’t slow your site down. Sticking with HTTP does.

Is Just Having HTTPS “Enough” for SEO and Security?

Let’s be clear: HTTPS is the foundation, not the entire house.

Having a secure site is fantastic, but it’s not a magic bullet for SEO or for overall security. It’s the non-negotiable entry fee. It gets you in the game. It doesn’t guarantee you’ll win.

You still need all the other pieces of the puzzle:

• Great Content: You still need to create high-quality, relevant, and helpful content that answers your users’ questions.
• Quality Backlinks: You still need to build authority and show Google that other reputable sites trust your content.
• Overall Site Speed: HTTPS enables speed, but you still have to optimize your images, leverage caching, and have a fast server.
• Good Security Hygiene: An SSL certificate won’t stop you from using “Password123” as your admin login. You still need strong passwords, regular backups, and a web application firewall (WAF) to protect against hackers.

But without HTTPS, none of that other stuff matters as much. Because if a user lands on your site and is immediately told it’s “Not Secure,” they will never stick around long enough to read your great content, appreciate your fast-loading images, or become your next customer.

It’s the first test you have to pass. Don’t fail it. Don’t let a simple, often-free technical setting be the reason a potential customer—and Google—decides to trust your competitor instead of you.

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