HTTPS
The encrypted version of HTTP, secured by a TLS certificate. A lightweight confirmed ranking signal and a baseline expectation for every site.
In depth
What it really means
HTTPS encrypts traffic between browser and server. Google confirmed it as a ranking signal in 2014, and browsers now mark plain HTTP pages as Not Secure, which does more damage to conversion than the ranking factor ever did to traffic.
It is table stakes rather than an opportunity. The only real SEO work is making sure the migration was done properly, because half-migrated sites are common and quietly costly.
How it works
- A TLS certificate is installed on the server.
- Browsers negotiate an encrypted connection.
- HTTP requests are 301 redirected to their HTTPS equivalents.
- Search engines index the HTTPS versions as canonical.
Pros & cons
Pros
- Confirmed, if small, ranking signal.
- Removes the Not Secure browser warning.
- Required for many modern browser features and for user trust.
Cons
- Certificate renewal failures take a site offline abruptly.
- Mixed content warnings if assets still load over HTTP.
- Migration errors can split signals between protocols.
Common mistakes
- Leaving HTTP resolving alongside HTTPS instead of redirecting, creating duplicate content.
- Mixed content, where the page is HTTPS but images or scripts load over HTTP.
- Canonical tags still pointing at HTTP URLs after migration.
- Letting certificates auto-renew without monitoring, then discovering the failure from a traffic drop.
Best practices
- 301 redirect every HTTP URL to its HTTPS equivalent.
- Update internal links, canonicals and sitemaps to HTTPS.
- Fix mixed content so every asset loads over HTTPS.
- Monitor certificate expiry with an alert, not a calendar reminder.
FAQs
Is HTTPS a ranking factor?
Yes, confirmed by Google in 2014, though it is a lightweight one. The bigger effect is the browser Not Secure warning, which damages trust and conversion.
Does migrating to HTTPS hurt rankings?
Only if done badly. Redirect every HTTP URL to its HTTPS equivalent, update canonicals, internal links and sitemaps, and the migration is usually neutral to slightly positive.
What is mixed content?
A page served over HTTPS that loads some assets over HTTP. Browsers block or warn about it, and it undermines the security indicator users rely on.
Keep reading
Related on LymLyt
Beyond LymLyt
Further reading
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