Should we move to an all HTTPS web?

January 13th, 2014 – 45 Comments

HTTPS EverywhereThere was a bit of tweeting in the SEO community today because Bing introduced an HTTPS version of their site and people thought that would mean they’d lose their keyword data. That’s not true, if you take the right precautions. I thought I’d write a bit of an intro in how all this works so you can make an informed decision on what to do and I’ll tell you what we will do.

Referrer data and keywords

When you click from to, your browser tells the website you went to ( in this case), where you came from. It does this through an HTTP header called the referrer. The referrer holds the URL of the previous page you were on. So if the previous page you were on was a search result page, it could look like this:

If you clicked on that search result, and came to, I could “parse” that referrer. I could check whether it holds a q variable and then see what you searched for. This is what analytics packages have been doing for quite a while now: they keep a list of websites that are search engines and then parse the referrer data for visits from those search engines to obtain the searched for keywords. So your analytics rely on the existence of that referrer to determine the keywords people searched for when they came to your site. And this is where a search engine moving to HTTPS starts giving some trouble.

HTTP, HTTPS and referrer data

What is HTTPS?

Normal HTTP website traffic is unencrypted. Every server that your traffic flows through on the way to the website’s server can read that data. If a website you visit uses HTTPS, the data is encrypted, so in theory only you and the website you visit can see what you’re doing on that website.

The HTTPS protocol is designed as such that if you go from an HTTPS page to an HTTP page, you lose all referrer data. That’s necessary because you’re going from an encrypted to an unencrypted connection and if you’d pass data along there, you’d be breaking the security. If you go from HTTP to HTTPS or from HTTPS to HTTPS, this is not the case and the referrer is thus kept intact.

So if all search engines were on HTTPS and your site wasn’t, you’d never get keyword data. The solution for that is simple though: move your website to HTTPS and you’d suddenly have all your data back. This is the case with Bing’s HTTPS implementation: if you search on it and go to an HTTPS page from their results, the keyword data is all there, as you’d expect.

Google’s not provided

“But, but, but” I hear you think: would moving to HTTPS get me all my Google keywords as well? No. Google is doing some trickery when you click on a URL, they actually redirect you through another URL so that the site you visit does get referrer data (showing that you came from Google). They hide the keyword though, as they say that’s private data. Even if you think they’re right that keywords are private data, the wrong bit about what Google is doing is that they are still sending your keyword data to AdWords advertisers. I’ve written about that before in stronger words. If they were truly concerned about your privacy they’d hide that data too.

I’d argue, in fact, that Google is breaking the web more than Bing here: even though I’m going from HTTPS to HTTP, Google is telling the website I visited that I came from Google. It shouldn’t. That’s just wrong.

Is this “right” in the first place?

I’ve been thinking a lot about this. Of course, as a marketer, I love keyword data. I love knowing what people searched for, I love being able to profile based on that. But is it right? Let’s compare it with a real world case: say that you’re shopping in a mall. You leave store A, and they put a sticker on your back. You enter store B and the shopkeeper there takes the sticker from your back and can see what you looked for in store A. You would argue against that, wouldn’t you? Now if you walk from section to section in a store and the shopkeeper can see that and help you based on that, there’s arguably not that much wrong with that.

Of course there’s more to this, in real life a shopkeep can see you, your clothes, your behaviour etc. And of course, shopkeepers target on that too. Targeting always happens, perhaps it’s just that people should be more aware of this. In quite a few cases, it might actually be deemed helpful by the user too.

Aviator logoI’m thinking the same is true for referrer data on the web: if you go from site A to site B, perhaps referrer data shouldn’t be passed along. Within a site though, it’s probably better if you do get that data. This is exactly what Aviator does, a browser that touts itself as the most secure browser on the planet. I think it’s an interesting concept. While as a marketer I’d hate losing all that data, as a person I think it’s the right thing to do.

Another thing I should mention here is EFF’s HTTPS everywhere project (of which I used the logo in the top of this post), which helps you use HTTPS on websites that have HTTPS for users but don’t default to it.

Should we all go to HTTPS with our websites?

Now that Bing has launched its HTTPS version (even though the vast, vast majority of their users still get the HTTP version by default as you have to switch to it yourself), it makes even more sense to move your website to HTTPS.

Here at we’ve always had every page that contained a contact form and our checkout pages on HTTPS and everything else on HTTP. The reason for this was that HTTPS was slower than HTTP and we’d rather not put everything on HTTPS because of that. Google’s recent work on SPDY actually negates most of that speed issue though, if your hosting party supports it. You can find the hosts we know well and recommend here.

There’s another issue with mixed HTTP / HTTPS websites: they’re horrible to maintain when you’re on WordPress because WordPress mostly sucks at it. When you’re on an HTTPS page all internal links will be HTTPS and vice versa, which is annoying for search engines too.

So we’ll be changing, moving everything to HTTPS somewhere in the coming weeks. My suggestion is you do that too. If we’re all on HTTPS, we all get referrer data from each other (for now at least), we get keyword data from search engines like Bing that play nice and we get a more secure web. I’d say that’s a win-win situation. I’d love to hear what you think!

45 Responses to Should we move to an all HTTPS web?

  1. Pranaya
    By Pranaya on 26 January, 2014


    From purely SEO perspective, what are the pros/cons of maintaining both http and https? Because these are considered completely separate entities, any duplicate content issues there?

  2. Mark
    By Mark on 23 January, 2014

    When you do make the move, would you consider writing an article showing the various steps you took when converting for others to follow please?

    • Greg
      By Greg on 26 January, 2014

      I second that. An article outlining how to migrate to HTTPS would be fantastic!

  3. Anchit Shethia
    By Anchit Shethia on 21 January, 2014

    I have heard that your Google serps affect if you remove the HTTPS SSL certificate.
    Its true. Because, I had inserted SSL certificate for one of my blog and when I removed it, after couple of weeks, it started affecting it.

  4. Oliver Cole
    By Oliver Cole on 20 January, 2014

    Reading this was great really helps put things clearly

  5. google adwords
    By google adwords on 20 January, 2014

    The company’s website does not use transactions of money, not security requirements to access so, the HTTP is the best option. There is no reason to choose HTTPS to reduce page load speed when not needed.

  6. vishal
    By vishal on 18 January, 2014

    Technically, it will be costly for sure, but looks like it gives some handy advantage.

  7. James Moyer
    By James Moyer on 17 January, 2014

    We made the jump to Synthesis to host our WordPress Site. I have to say very impressed and find it much better than VPS… Our next step would be to change over to https, the only question I have is that our website is a real estate website and for our listing and home search data we get the information form a 3rd party IDX Broker, they had us set up a CNAME record that forwards the information to a subdomain on our site. If we set up https will the subdomain of our site display as https too?

  8. Tom
    By Tom on 16 January, 2014

    I’m not quite sure on the bit about https -> http not passing referrer data. You definitely still see this data in Google paid search referrers when going from a https serp to a http site. Why is this?

  9. Bhanupriya
    By Bhanupriya on 16 January, 2014

    I only prefer HTTP for my WordPress blog. Thanks for the share.

  10. Giày th? thao
    By Giày th? thao on 15 January, 2014

    Very nice article and good content. I think If the search engine does consider them duplicate, i think we should choose either one from the beginning. But SSL is not a best way for a popular webiste (don’t need a high security) … (smile)

  11. Raw Hasan
    By Raw Hasan on 15 January, 2014

    Moving to https will increase the cost of hosting which many people from poor countries will not afford. Many people will shut their site off. Will it be better?

    • google adwords
      By google adwords on 20 January, 2014

      I think HTTP is the best option.

  12. Elsie Whitelock
    By Elsie Whitelock on 14 January, 2014

    I believe that your point regarding SSL indicating that the data is encrypted is incorrect; only the tunnel is encrypted i.e. as per the name Secure Sockets Layer. Encrypting the actual data is a very different process. Enjoyed this article and thanks.

  13. Henk Jan Verlinde
    By Henk Jan Verlinde on 14 January, 2014

    We moved to a full HTTPS site. I think speed is not the (main) issue here. Winning and earning trust of your visitors is. It is worth every penny.

    • tomRmalcolm
      By tomRmalcolm on 24 January, 2014

      Great point Henk.

      Totally agree.


      • Jen
        By Jen on 24 January, 2014

        Good point Henk,
        But how many people that are not working in our industry really understand the difference between http and https? Very few. And the average mom looking to buy shoes online does not care. I doubt customer visits will increase from earning trust through https, The truth of it is, https levels the playing field. And that’s worth every penny.

  14. Greg Winiarski
    By Greg Winiarski on 14 January, 2014

    For Google Search the keyword data is still available via Google Webmaster Tools along with position in search results, number of impressions, CTR and % change. It even shows keywords that website ranks for but no one clicks them, so i guess not only AdWords and it is not so bad or i am missing something?

    • Joost de Valk
      By Joost de Valk on 14 January, 2014

      Yeah the issue is that’s unrelated to visits, so you can’t connect conversions and page views to keywords…

  15. Doug Smith
    By Doug Smith on 13 January, 2014

    Steve Gibson covered HTTPS quite a bit on the Security Now podcast because of the security issues brought to light by Firesheep. He dealt with the question of slowness in episode #273 from November 2010 (transcript).

    His conclusion was that there was no longer any significant computational burden for SSL. Not only are servers faster, but SSL can now cache the credentials. So once the id is established, further interaction with the server for that session does not require any more key calculation. He also quoted from Google engineers who worked on transitioning some of Google’s services to HTTPS saying that it “is not computationally expensive anymore.”

    And that was three years ago. It has improved even more since then.

  16. Uri
    By Uri on 13 January, 2014

    HTTPS is slower than HTTP. I prefer HTTP.

    • Giày th? thao
      By Giày th? thao on 15 January, 2014

      Yes, if don’t need a higher security. I prefer HTTP too :))

  17. Truss Genius
    By Truss Genius on 13 January, 2014

    We actually just switched over to a full https site, it was a bit of pain but now i gotta say im really happy about making the change.

  18. James Lane
    By James Lane on 13 January, 2014

    Funnily enough, it was only a few weeks ago that I was researching this very subject and found an article by suggesting that we shouldn’t be gong full-on https.

    I’ve been going backwards and forwards over different ideas with my config, but I’m definitely keen to support a https everywhere Internet.

  19. Alex van den Hurk
    By Alex van den Hurk on 13 January, 2014

    Do note that many of the low end SSL certs are not supported on mobile devices. If you did manage to make it responsive and optimized for a mobile user experience do make sure the SSL you get does support mobile, otherwise people will get a nasty warning when they visit you.

  20. Alistair Lattimore
    By Alistair Lattimore on 13 January, 2014

    One thing I haven’t seen a lot of discussion about is support for devices that can’t/don’t support HTTPS.

    Imagine the scenario where you migrate your site over to HTTPS using 301 redirects and a user agent accesses your site that doesn’t support HTTPS. The user agent will access the first HTTP URL and get redirected, then fail to load properly when the HTTPS URL kicks in.

    If the migration is done using rel=”canonical” tags, requests for the HTTP version of the site will still work without any problems. A WordPress plugin could be written to change all internal links when browsing the site using HTTP to use the HTTP versions of all internal links, so as to maintain compatibility/accessibility with those user agents.

    The problem still arises for traffic from search engines, in either the 301 redirect or rel=”canonical” tag migration process – search engines are going to return the HTTPS version of the URLs in search. If a user agent that doesn’t support HTTPS navigates to your site via search – that is going to fail.

    There are processes in place for gracefully upgrading a devices connection, based on the logic that every internet connected device can support HTTP – but I don’t think there is a smooth way to transition down into HTTP from HTTPS if the device doesn’t support it.

    Again, not relevant for most websites and businesses but it is food for thought and an interesting discussion point I think.

    • Bjørn Johansen
      By Bjørn Johansen on 13 January, 2014

      A device that doesn’t support HTTPS should not be used to access the internet.

  21. RosSumiati
    By RosSumiati on 13 January, 2014

    I think https in many way is a part of security system method solution, other than that i still worried, especially when it said that wordPress mostly sucks at it.

  22. Pieter ten Cate
    By Pieter ten Cate on 13 January, 2014

    Nice article! We’re on the verge of putting our admin on https. Reading this makes me wonder..

    What are your considerations towards backlinks that refer to the http:// versions of a page? It is said that there should be a great loss in link juice when you manage an older and bigger site.

    • Alistair Lattimore
      By Alistair Lattimore on 13 January, 2014

      If you migrate correctly from HTTP into HTTPS using a combination of HTTP 301 permanent redirects and rel=”canonical” tags, Google should transfer the equity in your HTTP site over to the new HTTPS equivalent version.

      This process would cause you to loose a small amount of equity in your site as there are loses going through a 301 redirect or cross URL rel=”canonical” tags but it’ll be negligible and every time I’ve done large site migrations – it hasn’t impacted the site mid-long term.

    • Bjørn Johansen
      By Bjørn Johansen on 13 January, 2014

      301 redirects from http to https should preserve your link juice and please your visitors.

  23. Paul Rogers
    By Paul Rogers on 13 January, 2014

    Great article – I think there’s already a trend of this happening, especially among web agencies.

    It’ll be interesting to see if people think the benefit is worth the expenditure of the certificates.

  24. Sophie
    By Sophie on 13 January, 2014

    Nice article,
    As we have been working with numerous client on SSL implementations, we found it very useful from both; users and business owners point of view.

    Regarding to two different version, don’t you think that the search engine will considers them duplicate pages? I recommend keeping single version of website (that is https) rather than running two version because it will:
    – avoid browser security warning when you are having https url in http page.
    – improve website maintenance and management process

    • Joost de Valk
      By Joost de Valk on 13 January, 2014

      The search engine does consider them duplicate, yeah, so you should stick to either one.

  25. Dave Davis
    By Dave Davis on 13 January, 2014

    Excellent stuff. Something we’ve been considering for a while but have held off for a couple of reasons you mentioned. Since not provided, it almost seemed like a no brainer.

    Depending on the size of the wordpress site, it can be a pain but doable if you get the grounding right.

    The other big issue was speed. Not everyone CAN use SPDY, especially those with no access to Apache.

    The other big reason was Google and crawling. Even a small mistake and it could cause havoc on crawling and duplication.

    • Rahul Bansal
      By Rahul Bansal on 13 January, 2014

      SPDY is “one” of way to tackle speed issue. You can optimize ciphers list, turn on SSL connection cache (available on nginx) and tweak few more things to improve speed. I already shared link to our article dealing with it above.

  26. Kaloyan Banev
    By Kaloyan Banev on 13 January, 2014

    My website is quite heavy and to be honest I am very afraid that SSL will slow it down additionally. Though, it is planned to move completely under HTTPS in the middle of the year.

    • Bjørn Johansen
      By Bjørn Johansen on 13 January, 2014

      It’s a common myth that SSL/TLS slows down your server much. Usually your server will have A LOT of extra CPU cycles to spare, and now in 2014, both servers and clients alike will not notice the small extra overhead of SSL/TLS. With SPDY enabled, your clients will probably see your site as faster.

      • Mark
        By Mark on 23 January, 2014

        How do I enable SPDY pls?

  27. Gerry White
    By Gerry White on 13 January, 2014

    More of a question than anything – don’t you need a dedicated iP address for HTTPS ? and the certs cost money? I mean surely we are adding another layer of cost to small businesses running websites for no real advantage to anyone for “flag waving” sites? the personal blogs etc… ?

    • Jesin
      By Jesin on 13 January, 2014

      You can get free Class 1 certs from if you don’t collect financial and other sensitive information on your site.
      However a dedicated IP is a must.

    • Joost de Valk
      By Joost de Valk on 13 January, 2014

      You do need a dedicated IP and yes the cert costs money, it’s a great way of proving you’re a real business and care about your site.

  28. Rahul Bansal
    By Rahul Bansal on 13 January, 2014

    About… HTTPS slow, you can tweak server config to reduce “slowness” as we did here when moving entire site to HTTPS –

    Life is much easier now because HTTP and HTTPS mix was very tough to maintain and troubles kept increasing as site grew.

    Moving entire site to HTTPS needed some work as we had to add HTTPS version of site in Google webmaster tools and at some more places.

    Overall, site is faster now and much easier to maintain. Please note “faster” is relative. At one hand SSL processing overhead is added but config simplification reduces extra checks on serverside.

  29. Ryan Hellyer
    By Ryan Hellyer on 13 January, 2014

    I think https everywhere is an extremely good idea. If enough people change, then browsers could start implementing warnings for when navigating to an insecure page, then the rest of the unwashed masses would need to switch to https to avoid scaring users who visit their pages.

    Having said all that, I’m lazy and still haven’t bothered switching to https :/

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