1.6 HTTPS / security / infrastructureCriticalVerified
No HTTPS
Serving a site over plain HTTP in this era is a hard fail. Browsers mark it not secure, users distrust it, and Google has used HTTPS as a ranking signal for years. Everything should be served over HTTPS.
What it is
Site served over HTTP.
Why it matters
HTTPS is a confirmed ranking signal and a trust/security baseline; modern browsers warn users.
How to fix it
Install a certificate; redirect all HTTP to HTTPS.
How to find it on your site
- Load the site over http:// and watch whether it upgrades to https.
- Check the browser address bar for a not secure warning.
- Confirm a valid certificate is installed and http 301-redirects to https.
- Add HSTS once https is solid so browsers default to it.
Cross-reference to ranking and citation factors
HTTPS is a confirmed ranking signal and a baseline trust requirement. Without it, modern browsers actively warn users away.
Impact
Medium ranking, high trust/UX. Direct.
Evidence
HTTPS is a ranking signal. Google Search Central, Secure your site with HTTPS