What is the impact of HTTPS on SEO?
Consider
the chronology of events:
In 2014, Google announced that it preferred sites that
enabled HTTPS through its ranking algorithm. Improved positioning is very
small.
In 2015, Google will indicate that HTTPS acts as an
arbitrator in the event of a confrontation between two similar sites in
response to a request. If two sites are almost identical at all (keywords
worked, freshness of content, display speed ...), the default algorithm prefers
the most secure.
Today, 40% of the results appearing on the first page of
Google are located in HTTPS (source). The increase is more prominent, but this
does not explain everything: these sites in SERPs are also those who apply
other good SEO practices, besides the unified security.
To sum up, for today the transition to HTTPS does not act as
the main stage in terms of SEO. That does not mean that the benefits are not
interesting, since getting a good SSL certificate can have an indirect impact
on SEO. Especially:
Weighing on the choice of Internet users. They will most
likely choose a site in HTTPS, and not another in HTTP, especially for the
purpose of making a purchase. The more sites that are registered as unsecured,
the more important is that merchants display their HTTPS security.
Playing in the Google ranking. Imagine: A user clicks on a
link in SERP, understands that the site is not safe, and returns to choose
another. Google takes this turn as a sign of dissatisfaction that will affect
the ranking of this site.
However, it is impossible that Google's impulse for secure
sites is more visible in the future.
Need to
switch to HTTPS for SEO reasons?
Specifically the answer is no. Moving your site to HTTPS,
hoping for a clean SEO boost, is not smart. The climb is so weak that you need
a big magnifier to see any difference. At least one thing should be clear: even
if the HTTPS effect exists, it stays far, far behind the most critical criteria
that are content, technical links and backlinks. SSL is clearly not a way to
enhance your pages to get up on SERP.
But there are many other reasons for this, as we have seen above.
And to ensure the exchange of information with users of the Internet, and to
enhance the brand image. This applies primarily to commercial sites, but not
only.
Tomorrow, security alerts will be forwarded to browsers to
users whose data has been caught due to an HTTP security vulnerability. Imagine
for a moment that your visitors will think about your site if you are
concerned?
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