The HTTPS/SSL Update

Launched in July 2014, the HTTPS/SSL Update was an algorithm change that began giving a ranking boost to websites using secure, encrypted connections (HTTPS). This update was part of Google’s broader push to make the web more secure for users.

 

Fallouts and Highlights from the Update

The HTTPS/SSL Update didn’t cause immediate widespread ranking changes, as it was initially described as a “lightweight signal” affecting fewer than 1% of global queries. However, its long-term impact on the web has been significant.

One of the most notable effects was the gradual shift of major websites to HTTPS. For instance, the BBC, which had initially been hesitant to switch due to concerns about site speed, announced its move to HTTPS in 2016, citing Google’s push as a factor in their decision.

The update sparked intense debate in the SEO community about the cost-benefit ratio of switching to HTTPS, particularly for smaller websites. While some embraced the change immediately, others were concerned about the potential negative impacts on site speed and the complications of migration.

Google’s Webmaster Trends Analysts, including Gary Illyes, were active in promoting the benefits of HTTPS, both for SEO and for user security. They provided guidance through blog posts, Twitter, and conference talks on how to properly implement HTTPS.

Over time, Google gradually increased the weight of this ranking signal. By 2017, Google Chrome began marking non-HTTPS sites as “Not Secure”, further incentivising the switch.

 

Strategy Evolution

The HTTPS/SSL Update necessitated several shifts in SEO and web development strategies:

1. Increased focus on security as an SEO factor
2. Greater emphasis on proper implementation of SSL certificates
3. More attention to the process of migrating from HTTP to HTTPS without losing rankings
4. Development of strategies to address potential speed issues related to HTTPS
5. Renewed importance of updating internal links and redirects during migration

 

This update marked a significant shift in how SEO professionals approached website security. It encouraged a more holistic view of SEO, where technical aspects like security protocols became as important as content and links.

For many websites, this meant undertaking complex HTTPS migrations. SEO professionals had to work closely with developers to ensure that these migrations were carried out correctly, with proper redirects in place and without introducing crawl errors or mixed content warnings.

The update also led to changes in link building strategies. As more sites moved to HTTPS, SEO professionals had to be more diligent about acquiring HTTPS links and updating old HTTP backlinks where possible.

Overall, the HTTPS/SSL Update pushed the entire web towards greater security. It underscored Google’s commitment to using its influence to shape web standards and practices, and highlighted the growing intersection between SEO and broader issues of web development and user experience.