More than a decade ago, Google announced that HTTPS would be used as a ranking signal. At the time, many website owners rushed to install SSL certificates in the hope of gaining an SEO advantage.
Today, the situation has changed dramatically.
HTTPS is no longer a competitive advantage. Instead, it has become the minimum standard expected of every professional website. Modern browsers, search engines and users all expect websites to provide a secure connection.
The question is no longer whether you should use HTTPS. The question is whether your website can afford not to.
What Is HTTPS?
HTTPS stands for Hypertext Transfer Protocol Secure.
It is the secure version of HTTP, the protocol used to transfer information between a web browser and a web server.
When HTTPS is enabled, information exchanged between the browser and the server is encrypted. This prevents third parties from intercepting sensitive information such as passwords, contact forms, payment details and personal data.
Visitors can usually identify a secure website by the padlock icon displayed in the browser's address bar.
How HTTPS Works
Although the technology behind HTTPS is complex, the basic process is relatively straightforward.
Before any information is exchanged, the browser and server establish a secure encrypted connection.
HTTPS Connection Process
| Step | Action | Description |
|---|---|---|
| 1 | HTTPS connection initiated | The user's browser requests a secure connection to the website. |
| 2 | SSL/TLS certificate returned | The web server sends its SSL/TLS certificate to the browser. |
| 3 | Certificate validation | The browser checks that the certificate is valid, trusted and has not expired. |
| 4 | Certificate authority verification | The browser confirms the certificate was issued by a trusted Certificate Authority (CA). |
| 5 | Session key established | The browser and server securely agree on an encryption key for the session. |
| 6 | Encrypted request sent | The browser sends encrypted requests to the server. |
| 7 | Encrypted response returned | The server returns encrypted content to the browser. |
| 8 | Secure communication continues | All subsequent data is encrypted while the session remains active. |
Modern websites typically use TLS 1.3, which is both faster and more secure than older SSL and TLS implementations. Most of this process happens in milliseconds and is completely invisible to the user.
Is HTTPS a Google Ranking Factor?
Yes.
Google has confirmed for many years that HTTPS is used as a ranking signal.
However, it is important to understand that it is a relatively lightweight ranking signal compared with factors such as:
- Content quality
- Search intent relevance
- User experience
- Expertise and authority
- Backlinks
- Website performance
Simply installing an SSL certificate will not suddenly move a website from page five to position one.
However, if two websites are otherwise very similar, the secure website may have a slight advantage.
Why HTTPS Matters Beyond SEO
For most businesses, the benefits of HTTPS extend far beyond search rankings.
Improved Trust
Modern browsers actively warn visitors when they encounter an insecure website.
Messages such as "Not Secure" can discourage users from submitting forms, creating accounts or making purchases.
Better Security
HTTPS protects information as it travels between the browser and server.
Without encryption, data can potentially be intercepted on public networks or compromised connections.
Regulatory Compliance
Businesses handling customer information must take reasonable steps to protect personal data.
Using HTTPS is now considered a basic security requirement for most organisations.
Modern Browser Features
Many modern web technologies require HTTPS, including:
- Geolocation services
- Browser notifications
- Progressive Web Apps (PWAs)
- Service Workers
- Secure payment integrations
Without HTTPS, some of these features simply will not function.
HTTPS and Core Web Vitals
One concern that website owners sometimes have is whether HTTPS will slow their website down.
In the early days of SSL, there was a small performance overhead. Modern systems are very different.
Current protocols such as TLS 1.3 and HTTP/3 have significantly reduced the cost of encryption. In many cases, websites running HTTPS perform just as well as their HTTP counterparts.
When combined with modern hosting, caching and content delivery networks, HTTPS should have little or no noticeable impact on performance.
Migrating from HTTP to HTTPS
If your website is still running on HTTP, a migration should be carefully planned.
The process typically involves:
- Installing an SSL certificate
- Redirecting HTTP pages to HTTPS
- Updating internal links
- Updating canonical URLs
- Updating XML sitemaps
- Verifying the HTTPS version in Google Search Console
- Checking for mixed-content warnings
Most modern hosting providers include free SSL certificates through Let's Encrypt, making the process significantly easier than it was a decade ago.
What Should Website Owners Focus on Today?
While HTTPS remains important, it is no longer the technical SEO issue that it once was.
Most websites would benefit far more from improving:
- Core Web Vitals
- Content quality
- Mobile usability
- User experience
- Internal linking
- Conversion optimisation
- E-E-A-T signals (Experience, Expertise, Authoritativeness and Trustworthiness)
HTTPS should be viewed as part of the foundation of a well-built website rather than a specialist SEO tactic.
Final Thoughts
When Google first announced HTTPS as a ranking signal, it represented a significant change in the search landscape.
Today, HTTPS is simply part of running a professional website.
It helps protect users, builds trust, supports modern web technologies and contributes to a positive user experience. While it may still provide a small ranking benefit, its greatest value lies in security and credibility.
In 2026, every business website should be using HTTPS. Not because Google says so, but because visitors expect it.
Useful Links
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Let's Encrypt – Free SSL certificates for websites.
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SSL Labs SSL Test – Test the security configuration of your website.
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Google Search Console – Monitor indexing and website performance.
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HTTP/3 Explained – Learn about the latest version of HTTP.