Search engine optimization

Google and other search engines have publicly stated that they consider HTTPS sites to be more authoritative than nonsecure sites with the same information. The reason is twofold. First, the average web surfer will trust an HTTPS site more than a non-HTTPS site. It might just be a simple blog, or it could be a giant bank—whatever the site is, the perception of security goes a long way.

Independent surveys have shown a correlation between higher rankings and HTTPS (see https://backlinko.com/search-engine-ranking). This makes sense because search ranking signals highly correlate with better user experience. HTTPS is a user experience factor because it conveys trust to the consumer.

So even if your site does not handle sensitive information, you should still implement HTTPS to boost your visitor's confidence in your brand and your search engine rankings.

The second reason search engines are pushing businesses and organizations to implement HTTPS is to verify ownership. You cannot install a legitimate TLS certificate without some sort of ownership verification. A certificate issuer will send an email to trigger a verification process based on the domain's WHOIS record. When you register your domain, you must supply real contact information, including an active email address.

Bad guys tend to register domains with fake or false contact information so they cannot be traced. By requiring HTTPS, search engines are showing that there is a modicum of trust in the site's ownership.

As the web moves toward HTTPS as the default, there will be fewer and fewer SPAM websites. Bad guys won't get SSL certificates, at least not easily.