In 2014, Google announced that HTTPS would be used as a ranking signal in its search algorithm — a clear indication that the web's largest traffic source was pushing towards universal encryption. Since then, the use of HTTPS has grown from a security measure for ecommerce sites into a baseline expectation for every type of website. If your site is still running on HTTP, you are leaving an easy ranking improvement on the table.

How Much Does HTTPS Affect Rankings?

Google has described HTTPS as a "lightweight" ranking signal — meaning it is not one of the most powerful factors, but it is a confirmed one. In practice, this means that for two otherwise equivalent pages, the HTTPS version is likely to rank slightly higher than the HTTP version.

More significantly, HTTP sites are now labelled "Not secure" in Chrome, Firefox, and Safari. When users see this warning in search results — as Chrome may display it in some contexts — or when they visit the site and see the warning in the address bar, it damages click-through rates and immediately undermines trust. The indirect SEO effect of lower engagement caused by the warning is arguably more significant than the direct ranking signal itself.

Google's Broader HTTPS Push

Beyond the direct ranking signal, Google has taken several steps that effectively penalise HTTP sites indirectly:

  • Chrome now marks all HTTP pages as "Not secure" — this warning is visible to every visitor and creates an immediate impression of an unsafe site
  • Some Google services and APIs require HTTPS to function
  • AMP (Accelerated Mobile Pages) requires HTTPS
  • Progressive Web App features require HTTPS

How to Migrate from HTTP to HTTPS

If your site is currently on HTTP, migrating to HTTPS involves a few steps:

  1. Install an SSL certificate. Most hosting providers include free Let's Encrypt SSL — check your control panel for an SSL section and install the certificate for your domain.
  2. Update your site's URL settings. In WordPress, go to Settings → General and update both the WordPress Address and Site Address from http:// to https://. For other platforms, update the base URL in your configuration.
  3. Set up HTTP to HTTPS redirects. Add a redirect rule to your .htaccess file (for Apache servers) or your server configuration to automatically redirect all HTTP traffic to the HTTPS version. Your hosting provider may have a one-click option for this.
  4. Update internal links and resource URLs. Check that all internal links, images, scripts, and stylesheets use HTTPS URLs. Mixed content (HTTPS page loading HTTP resources) causes browser warnings.
  5. Update Google Search Console. Add the HTTPS version of your site as a new property in Google Search Console and submit your updated sitemap.
  6. Update your sitemap. Make sure all URLs in your sitemap reflect the HTTPS versions.

What About Existing Search Rankings?

When you migrate from HTTP to HTTPS correctly — with proper 301 redirects from the old HTTP URLs to the new HTTPS ones — Google transfers the ranking signals from your old pages to the new HTTPS versions. A well-executed migration typically has a minimal impact on rankings and can result in a modest improvement over time.

A poorly executed migration (missing redirects, mixed content, canonicalisation errors) can cause temporary ranking drops. Take care to get the technical steps right.

Common Mistakes

  • Installing SSL but not redirecting HTTP to HTTPS. Without redirects, both HTTP and HTTPS versions of your pages exist simultaneously, creating duplicate content issues and splitting your ranking signals.
  • Mixed content errors. After migrating, use a browser developer tool or a free online checker (like Why No Padlock) to identify any remaining HTTP resources loading on HTTPS pages.
  • Not updating Google Search Console and Analytics. Your analytics may split traffic between HTTP and HTTPS versions. Update your property settings after migration.

HTTPS is not optional for any website that takes its online presence seriously. It protects visitors, is required for full browser trust, and provides a ranking benefit in Google search. If your site is not yet on HTTPS, now is the time to make the move.

Need hosting with free SSL and easy HTTPS setup? View our SSL and hosting options at Eazyhosting.

If you want to understand what SSL covers for a small business website — and what changed in 2026 — read our small business SSL guide.