1) It’s good for your search rankings

Every minute -- no, second -- Google’s algorithm requires sites to essentially battle each other for top search rankings. But what happens if there’s a tie?

Then there is a tiebreaker involved, and it’s https. Google says “If all quality signals are equal for two results, then the one that is on HTTPS would get … the extra boost that is needed to trump the other result.”

It all goes back to the idea that Google is constantly solving for the user and makes frequent changes to its algorithm that create a better experience.

2) It’s better for your customers

But deploying https helps to prevent “man-in-the-middle” attacks -- “a form of eavesdropping where communication between two users is monitored and modified by an unauthorized party” -- and keeps user information secure.

If your website is used for ecommerce or has a login functionality it is especially important to deploy https – your customers want to know that you are working hard to protect them from their information being stolen or compromised.

3. Increased Your Customer Conversions

While users may not have a complete technical understanding of secure connections, they do understand that they want a site to be secure if they are providing any personal of financial information.

There is already a difference in conversion rates and dwell times between HTTP and HTTPS websites and this is likely to grow as customers become more aware of the potential risks involved in using a non secure site - something as simple as entering a name, email, and phone number into a basic lead generation form can cause anxiety and concern for users.

4) Increased Customer Confidence

Having a secure website shows that you care about your customers – you are constantly asking your customers to trust you when they seek out your products and services but if your site is not https then Google makes it very clear that your site should not be trusted.

“Your connection to this site is not secure… you should not enter any sensitive information in to this site” – definitely not the message you want to send to your customers.