Is HTTPS Really an SEO Ranking Factor You Can't Afford to Ignore?

Official statement

Gary Illyes explained on Twitter that it's really important to consider whether a site is HTTPS as a non-negligible relevance criterion for the search engine. He notably explained that "this signal affects enough queries that I wouldn't ignore it." He also explained that an invalid HTTPS certificate doesn't directly penalize a page's ranking, but it can impact other factors...

Source : Search Engine Roundtable

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Official statement from June 11, 2019 (6 years ago)

⚠ A more recent statement exists on this topic Is HTTPS Really Mandatory to Rank Well on Google in 2024? John Mueller · August 22, 2022 View statement →

What you need to understand

Google has confirmed that switching to HTTPS constitutes a ranking signal in its algorithm. Contrary to what some might think, this criterion is not insignificant: it affects enough queries to deserve special attention from SEO practitioners.

The statement also specifies that an invalid or expired SSL certificate does not directly penalize a page's ranking. However, it can have significant indirect repercussions on other ranking factors.

Indeed, a faulty certificate generates security alerts in browsers. These warnings negatively impact user experience and behavioral signals: high bounce rate, decreased time spent on site, lower click-through rate.

HTTPS is a confirmed ranking signal by Google
The impact affects a significant volume of queries
An invalid certificate indirectly affects SEO through UX
Switching to HTTPS remains a fundamental technical optimization
Security has become a quality criterion for Google

SEO Expert opinion

This statement is consistent with field observations since Google's initial announcement in 2014. However, the direct importance of this factor must be put into perspective: HTTPS alone won't make you gain 10 positions in the SERPs.

In practice, the impact of HTTPS manifests primarily as a discriminating criterion when quality is equal. Between two pages similar in content and authority, the one in HTTPS benefits from a slight advantage. The effect is particularly visible on competitive queries where every micro-signal counts.

Point of attention: A poorly executed HTTPS migration can cause dramatic traffic losses. Incorrect redirections, mixed content (HTTP/HTTPS), misconfigured canonicals, or loss of backlinks are frequent errors that cancel out the benefits and create problems more serious than the absence of HTTPS.

The editorial comment minimizing this criterion is partially incorrect. While the pure SEO impact remains modest, the indirect benefits are measurable: improved conversion rate, better user trust, regulatory compliance, and preparation for future algorithm evolutions.

Practical impact and recommendations

Priority recommendation: Switching to HTTPS is no longer optional in 2024. It's an essential technical prerequisite for any professional website, with SEO, UX, and legal implications.

Migrate immediately to HTTPS if not already done, as an absolute priority
Verify the validity and expiration date of your SSL/TLS certificate
Implement permanent 301 redirects from all HTTP URLs to HTTPS
Update all internal links to point directly to HTTPS versions
Fix mixed content - resources loaded via HTTP on HTTPS pages
Update sitemap.xml files with HTTPS URLs exclusively
Modify canonical tags to reference HTTPS versions
Update Google Search Console with the HTTPS property
Configure HSTS (HTTP Strict Transport Security) to enforce HTTPS at the browser level
Monitor certificate errors through monitoring tools
Verify that all third-party tools (analytics, pixels, scripts) work in HTTPS

HTTPS migration involves numerous interdependent technical aspects: server configuration, redirect management, link juice preservation, performance monitoring, and resolution of potential errors.

For complex sites or businesses wanting to secure this critical transition without losing visibility, support from a specialized SEO agency helps avoid costly mistakes and simultaneously optimize other technical levers to maximize results.