Technical

HTTPS

Hypertext Transfer Protocol Secure - an encrypted version of HTTP that protects data transmitted between browsers and websites, serving as a ranking signal for search engines.

Quick Answer

  • What it is: Hypertext Transfer Protocol Secure - an encrypted version of HTTP that protects data transmitted between browsers and websites, serving as a ranking signal for search engines.
  • Why it matters: Ensures search engines can crawl, index, and trust your site at scale.
  • How to check or improve: Check crawling directives, canonical tags, and response codes.

When you'd use this

Ensures search engines can crawl, index, and trust your site at scale.

Example scenario

Hypothetical scenario (not a real company)

A team might use HTTPS when Check crawling directives, canonical tags, and response codes.

Common mistakes

  • Confusing HTTPS with Canonical URL: The preferred version of a web page specified using the rel=canonical tag, telling search engines which URL to index when duplicate or similar content exists.
  • Confusing HTTPS with Indexability: The ability of a web page to be added to a search engine's index, determined by technical factors like robots directives, canonical tags, and crawlability.

How to measure or implement

  • Check crawling directives, canonical tags, and response codes

Check your site's indexability with Rankwise

Start here
Updated Jan 1, 2025·3 min read

What is HTTPS?

HTTPS (Hypertext Transfer Protocol Secure) encrypts the connection between a user's browser and your website. It's identified by the padlock icon in browser address bars and "https://" in URLs.

How HTTPS Works

  1. Browser requests secure connection
  2. Server sends SSL/TLS certificate
  3. Browser verifies certificate authenticity
  4. Encrypted session is established
  5. Data transfers securely

Why HTTPS Matters

Security:

  • Protects user data (passwords, payment info)
  • Prevents man-in-the-middle attacks
  • Verifies website authenticity

SEO:

  • Confirmed Google ranking factor (since 2014)
  • Required for some browser features
  • Builds user trust

User Experience:

  • "Not Secure" warnings without HTTPS
  • Required for modern browser features
  • Expected by users today

Implementing HTTPS

  1. Obtain an SSL/TLS certificate
  2. Install certificate on your server
  3. Update internal links to HTTPS
  4. Set up HTTP to HTTPS redirects
  5. Update canonical URLs
  6. Submit new sitemap to Search Console

Certificate Types

  • DV (Domain Validation) - Basic, quick verification
  • OV (Organization Validation) - Verifies business identity
  • EV (Extended Validation) - Highest verification level

Free certificates are available from Let's Encrypt for basic DV needs.

Why this matters

HTTPS influences how search engines and users interpret your pages. When https is handled consistently, it reduces ambiguity and improves performance over time.

Common mistakes

  • Applying https inconsistently across templates
  • Ignoring how https interacts with canonical or index rules
  • Failing to validate https after releases
  • Over-optimizing https without checking intent
  • Leaving outdated https rules in production

How to check or improve HTTPS (quick checklist)

  1. Review your current https implementation on key templates.
  2. Validate https using Search Console and a crawl.
  3. Document standards for https to keep changes consistent.
  4. Monitor performance and update https as intent shifts.

Examples

Example 1: A site standardizes https and sees more stable indexing. Example 2: A team audits https and resolves hidden conflicts.

FAQs

What is HTTPS?

HTTPS is a core concept that affects how pages are evaluated.

Why does HTTPS matter?

Because it shapes visibility, relevance, and user expectations.

How do I improve https?

Use the checklist and verify changes across templates.

How often should I review https?

After major releases and at least quarterly for critical pages.

Related resources

  • Guide: /resources/guides/robots-txt-for-ai-crawlers
  • Template: /templates/definitive-guide
  • Use case: /use-cases/saas-companies
  • Glossary:
    • /glossary/canonical-url
    • /glossary/indexability

HTTPS improvements compound when teams document standards and validate changes consistently.

Learn More

/glossary/core-web-vitals/glossary/page-speed/glossary/indexability

Explore Next

GuideTemplateUse case

Related Terms

Canonical URL

SEO

The preferred version of a web page specified using the rel=canonical tag, telling search engines which URL to index when duplicate or similar content exists.

Indexability

Technical

The ability of a web page to be added to a search engine's index, determined by technical factors like robots directives, canonical tags, and crawlability.

Prerequisites

Canonical URLThe preferred version of a web page specified using the rel=canonical tag, telling search engines which URL to index when duplicate or similar content exists.IndexabilityThe ability of a web page to be added to a search engine's index, determined by technical factors like robots directives, canonical tags, and crawlability.

See also

Technical SEOTechnical SEO focuses on site infrastructure so search engines can crawl, render, and index pages efficiently.301 RedirectA 301 redirect is a permanent HTTP redirect that passes most link equity to the new URL.302 RedirectA 302 redirect is a temporary HTTP redirect used when a URL change is not permanent.Canonical TagA canonical tag is an HTML link element that tells search engines the preferred URL for a page.Canonical TagA canonical tag is an HTML link element that tells search engines the preferred URL for a page.

Next steps

GuideTemplateUse case

Put GEO into practice

Generate AI-optimized content that gets cited.

Try Rankwise Free
Newsletter

Stay ahead of AI search

Weekly insights on GEO and content optimization.