Working on SEO projects a question that clients often ask is “What SEO fixes should I prioritise?” It’s a good question and one that can sometimes be hard to answer.

In my experience technical work, while making your site look healthier to search engines overall, is often difficult to quantify in terms of tangible returns like more traffic or sales.

However some technical fixes are no brainers, and the Google recommendation towards all sites being HTTPS fall into this category. HTTPS as opposed to HTTP denotes that the site is secure, and therefore able to deal with payment info or customer data. While HTTPS only used to be a recommendation for those types of sites, Google now places a warning in the browser next to all HTTP sites to say that they are ‘not secure’. While that feels like a very overkill description, it is bound to have a big impact on user behaviour.


The Google Chrome blog explained it thus: Security has been one of Chrome’s core principles since the beginning—we’re constantly working to keep you safe as you browse the web. Nearly two years ago, we announced that Chrome would eventually mark all sites that are not encrypted with HTTPS as “not secure”. This makes it easier to know whether your personal information is safe as it travels across the web, whether you’re checking your bank account or buying concert tickets. Starting today, we’re rolling out these changes to all Chrome users.

In that respect we recommend that all sites transfer to HTTPS in order to improve your technical SEO and the site’s user experience (UX). After all a user is unlikely to trust a site deemed ‘not secure’, and therefore more likely to bounce off and less likely to part with any of their lead data – such as an email address. This update falls neatly into the category of other Google changes such as Penguin and Panda, which essentially penalise any web activity which they deem to be untrustworthy, trying to hoodwink users, or spammy.

How we can help

Resin Marketing has performed HTTPS migrations for sites like Protom Fitness and we’d be happy to advise your business on the best possible course of action.