Is HTTPS a Google Ranking Factor?
Yes, but not in the way most people think.
Google still uses HTTPS as a lightweight ranking signal, which means secure sites have an edge when everything else is equal. But the real power of HTTPS today comes from how it shapes user trust, conversion, and overall website quality.
Here’s the reality in 2025:
- Nearly all reputable sites use HTTPS
- Users immediately notice “Not Secure” warnings
- Google expects websites to meet basic security standards
- A secure website performs better across multiple SEO signals
So while HTTPS alone won’t magically push a page to #1, not having HTTPS can absolutely hurt your visibility and credibility.
In SEO terms, it’s what I call a minimum viable ranking requirement, like mobile responsiveness or proper indexing.
How HTTPS Fits Into Google’s Page Experience
Google doesn’t treat HTTPS as a separate “algorithm” anymore. Instead, it’s part of the page experience umbrella, which includes:
- Mobile usability
- Page speed & Core Web Vitals
- Secure browsing
- Clear, non-intrusive UX
- Overall trust and reliability
HTTPS is woven into this group because a secure site contributes directly to how safe and comfortable users feel while browsing. Google isn’t just looking at technical boxes; it evaluates how your site treats real people.
A secure website:
- Reduces bounce rates
- Builds credibility
- Encourages conversions
- Helps users feel safe submitting forms
These behavioural signals matter just as much as traditional SEO factors.
Ranking Signals vs. Ranking Systems
Here’s a quick breakdown that even non-technical business owners can follow:
Ranking Systems
These are the big engines behind Google Search.
Examples: Helpful Content System, Core Updates, Spam Prevention Systems.
Ranking Signals
These are the individual ingredients Google uses to make ranking decisions, things like keywords, page load speed, mobile friendliness, backlinks… and yes, HTTPS.
HTTPS is one of many signals, not a standalone algorithm. But it influences multiple systems indirectly because it affects trust, usability, and behaviour.
So while Google won’t say “HTTPS = Rank Boost,” it does reward:
- Trustworthy sites
- Secure pages
- Positive user engagement
- Reliable experiences
HTTPS reinforces all of the above.
Practical HTTPS SEO Tips for Businesses
If you want to strengthen your SEO and create a safer environment for your visitors, here’s what you should prioritize:
1. Secure your entire site with a valid SSL certificate
Whether it’s free from Let’s Encrypt or part of your hosting plan, the type of certificate doesn’t affect rankings. Just make sure it’s:
- Valid
- Updated
- Installed correctly
2. Redirect all HTTP URLs to HTTPS
Use 301 redirects across your entire site. This keeps your SEO value intact and prevents duplicate indexing.
3. Fix mixed content issues
These happen when your page is HTTPS but loads images/scripts over HTTP. Browsers will warn users, which kills trust instantly.
4. Update internal links, sitemaps, and canonicals
Avoid linking to old HTTP versions, as they can confuse crawlers and dilute ranking signals.
5. Turn on HSTS (optional but recommended)
This forces browsers to always load the secure version of your site.
6. Monitor HTTPS issues in Google Search Console
It will show:
- Pages blocked from being secure
- Certificate errors
- Non-secure resources
- HTTP-only pages are still indexed
Doing a quick check every month helps catch problems early.
Common HTTPS SEO Misconceptions
“HTTPS is only important for e-commerce.”
No, every business site needs encryption now. Even blog readers expect the padlock.
“HTTPS will automatically boost my rankings.”
No single technical fix will replace strong content, authority, or user satisfaction.
“Switching to HTTPS hurts SEO.”
Only if done wrong. If implemented properly, the switch is smooth and safe.
“Free SSL certificates hurt ranking.”
No, Google does not favour expensive certificates. It's all the same in Google's eyes.
How HTTPS Strengthens E-E-A-T and Website Trust Signals
In 2025, search visibility is strongly influenced by E-E-A-T:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
HTTPS directly strengthens the Trust factor. When users land on a site that flashes a “Not Secure” warning, most of them leave immediately, and many never return.
A secure website:
- Encourages form submissions
- Increases conversions
- Reduces bounce rates
- Signals professionalism
- Improves brand reputation
Even if Google didn’t treat HTTPS as a ranking factor (it does), you’d still want it for your business.
Q&A: Quick Answers for Business Owners
Is HTTPS still important for SEO in 2025?
Yes. It remains a ranking signal and affects user trust, conversions, and page experience.
Can my site rank on Google without HTTPS?
Technically, yes, but visitors will avoid it, and Google will consider it lower-quality.
Will HTTPS improve my rankings instantly?
No. But it prevents ranking loss and strengthens overall SEO.
What’s the fastest way to move my site to HTTPS?
Install a valid SSL certificate, enable full-site redirects, and update all internal links and resources.
Does HTTPS impact my brand reputation?
Absolutely. Secure websites look credible. Non-secure websites look outdated and risky.
Secure Your Site, Strengthen Your SEO
A secure website has become a non-negotiable part of succeeding online. HTTPS plays a direct role in how people perceive your brand and an indirect role in how Google evaluates your pages. When your site is fully secure, you’re not just checking a technical box. You’re creating a safer, more reliable experience for the people you want to reach.
A properly secured website:
- Protects visitors and their data
- Reflects professionalism and credibility
- Supports Google’s page experience expectations
- Helps avoid ranking setbacks
- Strengthens trust with both new and returning customers
If you want your business to thrive in search and digital marketing in 2025 and beyond, HTTPS is a simple but essential step toward a high-performing, conversion-ready website. If you need help getting your site fully optimized, TechWyse is here to make sure every part of your digital foundation meets today’s standards. Call 866-208-3095 or contact us here.
