Technical SEO Technical SEO Deep Dives

SSL, HTTPS, and Security: What They Mean for Your SEO

What SSL, HTTPS, and website security mean for your SEO rankings and how to make sure your site is properly secured.

By Matt Jennings

If your website URL starts with “http://” instead of “https://,” you have a problem. And it is not just a security problem. It is an SEO problem, a trust problem, and increasingly, an AI search problem.

Let’s break down what SSL, HTTPS, and website security actually mean for your search visibility in plain English.

What Is SSL/HTTPS?

SSL (Secure Sockets Layer) is the technology that encrypts data between your website and your visitors’ browsers. When SSL is active, your URL shows “https://” instead of “http://” and browsers display a padlock icon.

In practical terms, it means that when a customer fills out a contact form, calls you from your website, or browses your pages, that data is encrypted and protected from interception.

HTTPS is the secure version of HTTP. It is just the protocol your website uses when SSL is properly configured.

Why It Matters for SEO

Google Confirmed It as a Ranking Signal

Back in 2014, Google officially announced that HTTPS is a ranking signal. In 2026, it is not a strong signal on its own (it will not catapult you from page 5 to page 1), but it is a baseline expectation. Not having HTTPS can actively hurt your rankings and trigger browser warnings that scare visitors away.

Browsers Flag Non-HTTPS Sites

Chrome, Safari, Firefox, and Edge all display prominent warnings when users visit non-HTTPS sites. “Not Secure” appears in the address bar, and some browsers show interstitial warning pages. Even if you rank well, a “Not Secure” warning will tank your click-through rate and bounce rate.

AI Search Engines Prefer Secure Sources

AI search engines prioritize trustworthy sources when generating recommendations. A site without HTTPS signals that the business has not invested in basic security, which undermines trust. If an AI model is choosing between two similar sources and one is HTTPS while the other is not, the secure site wins.

How to Check If Your Site Has SSL

The simplest way: visit your website and look at the address bar. Do you see a padlock icon and “https://”? If yes, you are good. If you see “Not Secure” or “http://,” you need to fix it.

For a more thorough check:

  1. Visit your site and click the padlock icon (or warning icon)
  2. Look at the certificate details
  3. Check the expiration date (SSL certificates need to be renewed)
  4. Make sure all pages load over HTTPS, not just the homepage

How to Get SSL (If You Do Not Have It)

Free Options

Most modern web hosts include free SSL certificates through Let’s Encrypt. Check your hosting control panel for SSL settings. Popular hosts like Bluehost, SiteGround, and GoDaddy all offer free SSL activation.

If you use a platform like Squarespace, Wix, or Shopify, SSL is included automatically.

For businesses handling sensitive data (e-commerce, healthcare, financial services), consider an Extended Validation (EV) SSL certificate. These cost $50-200/year and show your business name in the browser bar, which builds additional trust.

Common SSL Issues That Hurt SEO

Mixed Content Warnings

This happens when your site loads over HTTPS but some resources (images, scripts, stylesheets) still load over HTTP. Browsers flag this as “Mixed Content” and it can trigger security warnings. Fix it by updating all internal resource URLs to HTTPS.

Redirect Chains

When you switch from HTTP to HTTPS, you need proper redirects. The HTTP version of every page should redirect (301) to the HTTPS version. If redirects are not set up, you end up with duplicate content issues and diluted ranking signals.

Expired Certificates

SSL certificates expire (typically every 90 days for free certificates or annually for paid ones). If your certificate expires, browsers will show a full-page warning that stops visitors in their tracks. Set up auto-renewal or calendar reminders.

Wrong Certificate Type

Make sure your SSL certificate covers all versions of your domain: www and non-www, plus any subdomains you use. A certificate that only covers “www.yourdomain.com” will show warnings on “yourdomain.com” and vice versa.

Beyond SSL: Other Security Factors

HTTPS is the minimum. For a comprehensive approach to website security that supports your SEO:

  • Keep your CMS updated. WordPress, plugins, and themes should always be current. Outdated software is a security vulnerability.
  • Use strong passwords. This sounds basic, but compromised websites due to weak admin passwords is surprisingly common.
  • Install a security plugin. If you are on WordPress, tools like Wordfence or Sucuri provide firewall protection and malware scanning.
  • Regular backups. Back up your site at least weekly. If something goes wrong, you can restore quickly.
  • Monitor for malware. Google Search Console will notify you if Google detects malware on your site, but proactive monitoring is better. Our guide on using Google Search Console covers how to set up these alerts.

The SEO Impact of a Hacked Site

If your site gets hacked, the SEO consequences can be devastating:

  • Google may deindex your site or show a “This site may be hacked” warning in search results
  • Your rankings can drop to zero overnight
  • Recovery can take weeks or months
  • AI search engines may stop citing your site entirely

Prevention is infinitely cheaper than recovery. Invest in basic security now.

Action Items

  1. Check your site for HTTPS (takes 10 seconds)
  2. If you do not have SSL, activate it through your host (most are free)
  3. Check for mixed content warnings using your browser’s developer tools
  4. Verify that HTTP redirects to HTTPS properly
  5. Update your CMS and plugins to the latest versions
  6. Set up a regular SEO audit schedule that includes security checks

Need help securing your website and fixing SSL issues? Contact our team and we will make sure your site meets modern security and SEO standards.