HTTPS and SEO: How Does an SSL Certificate Affect Your Google Rankings?

Does HTTPS Really Affect SEO?

Short answer: Yes, but only to a limited extent. Google announced HTTPS as an official ranking signal in 2014. It is a lightweight signal and does not replace factors such as content quality.

But the SEO impact of HTTPS is not limited to this ranking signal. In this article, we examine the direct and indirect effects of an SSL certificate on your search engine performance.

1. Google's HTTPS Ranking Signal

Google has started using HTTPS as a "tiebreaker" ranking factor. If two sites are equal in terms of content and quality, the site using HTTPS will come out ahead.

The other effects of HTTPS on search are:

• Direct ranking impact: HTTPS is a lightweight ranking signal; on its own it does not create a large ranking difference
• Indexing priority: If a page exists in both HTTP and HTTPS versions, Google usually indexes the HTTPS version
• Page experience signal: HTTPS is part of Google's page experience metrics

2. Core Web Vitals and HTTPS Relationship

Google's Core Web Vitals metrics are important factors that measure user experience and influence ranking. HTTPS can affect these metrics indirectly:

LCP (Largest Contentful Paint)

HTTPS connections support HTTP/2 protocol. HTTP/2 loads multiple files in parallel, which can help reduce LCP time.

FID (First Input Delay) / INP (Interaction to Next Paint)

TLS 1.3 shortens connection setup; interaction latency, however, depends mainly on how the code on the page runs, so the effect of HTTPS on this metric is limited.

CLS (Cumulative Layout Shift)

HTTPS has no direct effect on CLS. However, resources blocked because of mixed content can break the page layout; a proper HTTPS setup prevents such problems.

3. User Behavior Signals

The trust visitors place in a site affects how they behave on it. HTTPS can influence this behavior indirectly:

Bounce Rate

Visitors who see a "Not Secure" warning may leave the site immediately, which can raise the bounce rate.

Dwell Time

On sites with a secure connection, users are more comfortable completing actions such as filling in forms and shopping.

Click-Through Rate (CTR)

HTTPS URLs may be perceived as more trustworthy in search results, which can have a positive effect on click-through rate.

4. Google Discover and HTTPS

Google Discover is a channel that provides content recommendations to mobile users and can drive significant traffic. Offering a secure, good page experience is important for visibility in Discover:

• HTTPS is part of a good page experience
• High quality images at least 1200px wide are recommended
• max-image-preview:large robots meta tag should be used
• Structured data (Schema.org) recommended

5. Switching from HTTP to HTTPS SEO Guide

The right strategy should be followed to avoid SEO losses when switching to HTTPS:

Pre-Transition

1. Save your current rankings and traffic
2. Make a list of all URLs
3. Analyze your internal link structure
4. Note current performance in Google Search Console

During Transition

1. Install and test SSL certificate
2. Make a 301 redirect from all HTTP URLs to HTTPS
3. Update internal links to HTTPS
4. Set Canonical URLs to HTTPS
5. Update Sitemap.xml with HTTPS URLs
6. Update sitemap URL in robots.txt

Post Transition

1. Add HTTPS property to Google Search Console
2. Submit the new sitemap from Search Console
3. Also update Bing Webmaster Tools
4. Make the URL change in Google Analytics
5. Request HTTPS updates from important sources in your backlink profile
6. Monitor ranking and traffic changes for 2-4 weeks

6. HTTP and HTTPS Compared

Conclusion: HTTPS is a Must for SEO

In 2026, HTTPS is one of the cornerstones of SEO. As a lightweight ranking signal that also supports user trust and enables modern protocols such as HTTP/2, it supports your organic visibility; on its own, however, it does not guarantee higher rankings.

If you haven't moved to HTTPS yet, start today. Get your SSL certificate from DataSSL and build a secure foundation for your site's SEO work.