by Andrew Stager
When Google announced that the use of HTTPS encryption is now a ranking signal, the most obvious question that was on the minds of digital marketers was how this would affect rankings. Would the change from HTTP to HTTPS improve a sites organic search performance?
Google had emphasized that this ranking signal was (at the time) a “very lightweight signal” that would affect less than 1% of global search queries, and carry less weight than more influential signals such as high quality content. Google cited the growing need for security between web users and domain servers and the growing trend of more and more sites choosing the encryption security of using SSL certificates.
Since the announcement two studies have been produced to analyze the impact of HTTPS/SSL on Google Search rankings to see just how “lightweight” the signal has proven to be.