Still Using HTTP? Google has Labeled your Site as being “Not Secure.”

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Since the release of the Chrome 68 web browser – which accounts for 81.2% of all web search – in July of 2018, Google has displayed this warning message to prospective visitors on non-https websites:

Connection Not Private message

Google has been moving in this direction since 2014 when it announced that the HTTPS protocol would be “a very lightweight” ranking signal.

HTTP vs HTTPS

Early adaptation was slow but the latest data from MOZ show that page-one (and 2, 3, 4, 5 . . .) organic search results are dominated by  HTTPS URLs.

percent HTTPS sites showing up in organic search results

If you are still using HTTP it is impacting both your search rankings and the rate at which people are clicking through to visit your site.

An update to HTTPS on new sites should be automatic with most web design companies, however, if your existing site is still HTTP check with your designer or hosting company to add an SSL Certificate.

If you’re looking for new hosting for your WordPress website, HTTPS is included in our hosting package for free.

Editor’s Note: This article was originally published in May 2017 on Advisor Web Marketing. It has been updated for accuracy and comprehensiveness in May of 2020.


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Brent Carnduff | Blogger and SEO ExpertBrent Carnduff is a Co-founder of Top Ranked Advisor. He has been helping advisors with their digital marketing efforts since 2009. In addition to this blog, he is a VIP Contributor to the Search Engine Journal, has appeared on XY Planning Network’s blog and podcast, and has presented at FinCon, XYPN, and NAPFA.