Technical SEOPublished02.05.2026

HTTPS / SSL

Secure data transfer protocol. Since 2014, it has been a Google ranking factor, and browsers mark HTTP sites as 'Not Secure'.

In brief

HTTPS (HTTP Secure) is an extension of HTTP that uses SSL/TLS encryption to protect data between the browser and server. Switching to HTTPS is mandatory for SEO – not only as a ranking signal but also for user trust and proper browser behaviour.

Why HTTPS matters for SEO

Google uses HTTPS as a lightweight but confirmed ranking signal. More importantly, browsers (Chrome, Firefox, Safari) explicitly mark HTTP sites as 'Not secure', scaring visitors and hurting conversions. Since 2018, the 'Not secure' label appears on all HTTP pages, even without data‑entry forms.

Mixed content issue

After migrating to HTTPS, a common error occurs: the main page loads over HTTPS, but some elements (images, CSS, JS, fonts) are still requested over HTTP. Browsers may block such content (especially scripts), breaking display and functionality.

HTML
<!-- Bad: loading an image over HTTP on an HTTPS page -->
<img src="http://example.com/photo.jpg" />

<!-- Good: relative path or HTTPS -->
<img src="/photo.jpg" />
<img src="https://example.com/photo.jpg" />

How to migrate to HTTPS smoothly

  1. Obtain and install an SSL certificate (a free Let‘s Encrypt certificate works as well).
  2. Set up 301 redirects from HTTP to HTTPS for all pages.
  3. Update all absolute internal links, canonical tags, sitemap, robots.txt, hreflang.
  4. Check the site for Mixed Content (using Why No Padlock or browser dev tools).
  5. Add the HTTPS version in Google Search Console and Google Analytics.
  6. Update external services that link to your site (affiliate networks, ad accounts).
With a proper migration, rankings may fluctuate slightly for a few days but then recover. Many sites see a small traffic increase after switching to HTTPS due to improved browser trust.
FAQ

Common questions

Yes, Google makes no distinction between paid and free certificates for ranking. The key is correct installation and proper HTTPS operation.
Yes. Even a blog without forms: browsers still show a warning for HTTP, scaring users. Also, HTTPS protects content integrity from ISP tampering or attackers on public Wi‑Fi.
If done correctly (301 redirects, updating links), ranking losses are minor and temporary. Most sites recover within 1–2 weeks.
Direct contacts

Discuss your project?

Share your goals and website context — I will suggest a practical next step.

[email protected]@pavelbarushkaLinkedIn