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:
Google has been moving in this direction since 2014 when it announced that the HTTPS protocol would be “a very lightweight” ranking signal.
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.
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. It has been updated for accuracy and comprehensiveness in May of 2020.
Brent is the Principal and founder of Advisor Rankings - a financial services marketing agency that helps financial advisors grow their firms through SEO and AI-driven search engine optimization. He holds an MBA in Financial Planning, giving him a strong foundation in the technical side of the profession. With more than a decade of experience specializing in SEO for advisors, Brent bridges financial knowledge with digital marketing expertise. Since 2010, he has presented at NAPFA, FinCon, and XYPN, and appeared on several industry podcasts, including the Financial Advisor Success Podcast with Michael Kitces.
