HTTPS

The encrypted version of HTTP, required for Google's Page Experience signals and a confirmed ranking factor since 2014.

HTTPS (HTTP Secure) encrypts data between the browser and server using TLS (Transport Layer Security). Google has used HTTPS as a lightweight ranking signal since 2014, and Chrome now labels non-HTTPS sites as "Not Secure" in the address bar, which damages user trust and conversion rates.

For SEO, HTTPS implementation requires: a valid SSL/TLS certificate (from Let's Encrypt, Cloudflare, or a paid CA), 301 redirects from all HTTP URLs to their HTTPS equivalents, updating internal links to use HTTPS, updating your XML sitemap to HTTPS URLs, and setting the canonical to the HTTPS version. Mixed content (HTTPS page loading HTTP resources) triggers security warnings and should be fixed.

HTTPS is essentially table stakes for any site today — not having it is a ranking disadvantage, a user trust issue, and a conversion problem. Let's Encrypt provides free SSL certificates and most hosting providers offer them included.