Google Now Using HTTPS As A (Very Slight) Ranking Signal In Search To Encourage More Encryption
from the pros-and-cons dept
For these reasons, over the past few months we’ve been running tests taking into account whether sites use secure, encrypted connections as a signal in our search ranking algorithms. We’ve seen positive results, so we’re starting to use HTTPS as a ranking signal. For now it's only a very lightweight signal—affecting fewer than 1% of global queries, and carrying less weight than other signals such as high-quality content—while we give webmasters time to switch to HTTPS. But over time, we may decide to strengthen it, because we’d like to encourage all website owners to switch from HTTP to HTTPS to keep everyone safe on the web.When we wrote about it back in April, I found it a bit surprising that Google would do this, given that, historically, it has always said its search rankings were entirely focused on quality. You could, perhaps, make an argument that a site that uses SSL is more likely to be a high quality site, but Google doesn't even appear to be making that argument. As a site that has already strongly moved to SSL, this might (marginally) help our Google rankings (not that we actually get much traffic from Google in the first place), and getting much more of the web encrypted is a good thing in general.
It still seems, though, that for all the good this does, others will now make use of this as an argument for other kinds of "nudging" behavior by Google. For years, the legacy entertainment industry has pushed Google to better rank "good" sites and to downrank "pirate" sites -- which the industry still seems to think is a simple black and white calculation (it's not). Google can point out that SSL v. non-SSL is obvious, but I fully expect those who seem to think Google should be designed in their own interests, as opposed to those of Google's users, to jump on this as proof that Google can solve other problems.
This still is a good move, though. Encouraging more encryption on the web is always the right move. I'm just still a bit surprised that Google would take this step, and wonder how others will react to it.