3.2 Site-level trustCriticalVerified
No HTTPS (trust)
Beyond the ranking and security angle, plain HTTP shows a not secure warning that destroys user trust on sight. HTTPS is table stakes for credibility.
What it is
Insecure connection.
Why it matters
Trust + ranking signal; browser warnings.
How to fix it
Implement HTTPS.
How to find it on your site
- Load the site over http and check for a not secure warning.
- Confirm a valid certificate and an http to https redirect.
- Serve everything over HTTPS.
- Add HSTS once it is solid.
Cross-reference to ranking and citation factors
The not secure warning undermines trust instantly, on top of the security and ranking cost. HTTPS is essential.
Impact
Medium-high. Direct.
Evidence
HTTPS is a trust/ranking signal. Google Search Central, Secure your site with HTTPS