Yes, because clearly the secret to outranking Amazon is just adding https:// to your site. Brilliant.
It’s 2025 – having SSL is like wearing trousers to a meeting. It’s not special, it’s basic hygiene.
While HTTPS is technically a ranking factor, it’s a lightweight one at best. Secure sites can still languish on page 10 because their content is rubbish, while occasionally non-secure sites rank well because their content is brilliant (though they really should sort their SSL out).
What does SSL do and why does it matter?
Before diving into the details, let’s get clear on what SSL actually does and why it matters (and doesn’t matter) for your website’s performance.
What SSL Does
SSL encrypts data between your website and its visitors. It stops dodgy people snooping on what your users are doing. That’s important for security, but it’s not going to transform your rankings overnight.
Is HTTPS a ranking factor?
Yes, HTTPS is technically a ranking factor. But it’s a modest one. Google confirmed this back in 2014, and nothing significant has changed since then. Security is part of the overall user experience, but it’s just one small piece of a very large puzzle.
Your visitors care about your site being secure
Chrome, Firefox, Edge, and other major browsers all mark non-HTTPS sites as “Not Secure.” Your visitors see these warnings and leave. That affects your bounce rate and user engagement far more than any direct ranking signal from having SSL.
What’s more important (in ranking terms) than SSL?
When it comes to search performance, several factors carry significantly more weight than your security certificate status.
Content quality and relevance
Well-written, helpful content that answers user queries will outrank secure websites with mediocre content every time. Focus on creating genuinely useful material that serves your audience.
User experience
Site speed, mobile-friendliness, and intuitive navigation have far more impact on your rankings than whether you’ve got that little padlock in the address bar.
Technical foundations
A secure website with broken links, crawl errors, and duplicate content is still a broken website. Get the basics right before worrying about security certificates.
How to approach SSL sensibly
Now that we understand where SSL fits in the ranking picture, here’s how to handle it properly.
Just do it… NOW
Yes, you should have SSL. Not because it’s some magical SEO boost, but because it’s expected in 2025. It’s the bare minimum for running a professional website.
Don’t expect SSL miracles
Installing SSL and expecting your rankings to soar is like expecting to win a marathon because you’ve put on running shoes. It’s a necessary first step, not the whole race.
Watch for migration issues
When switching to HTTPS, make sure you implement proper redirects and update internal links. A botched migration can hurt your rankings far more than not having SSL in the first place.
Stop thinking about SSL as some magical SEO boost. Think of it as basic website maintenance, like keeping your plugins updated or making sure your contact form works.
Get your SSL certificate sorted because it’s 2025 and that’s what professional websites do. Then focus your energy on things that actually help your rankings – like creating content worth reading and providing value to your users.
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