I guess it’s OK to get excited about the new ranking boost some web site owners can get by switching their web sites from HTTP to HTTPS.
But I’m not impressed.
Just like other updates or changes, people make a big deal out a small thing. They suddenly act like it’s the most influential factor with search engine rankings. It isn’t – far from it.
I would have a tough time telling clients they need to mess with their established web site URLs and redirect them to take advantage of the https option. Maybe I will pursue it in a rare instance.
The fact is that web sites still need to improve what’s lacking elsewhere like good content, including long pieces. Web site owners also need quality inbound links, effective SEO page titles and much more.
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Essentially, it’s supposed to reward web sites for using HTTPS instead of HTTP because site security will be a signal that is rewarded – like when a site uses Transport Layer Security (TLS).
Part of what’s going on is that sites may need or benefit from a dedicated IP address.
Anyone going with the option should seriously weigh the implications and costs of making the changes. With 301 redirects, expect a traffic drop for several weeks. I’d rather build traffic rather than risk losing some visitors.