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HTTPS AND SEO: DOES IT AFFECT PERFORMANCE?
Visiting a website that is being flagged by search engines as harmful means the user can’t go any further unless they change their browser settings or attempt to use a different browser.
Preventing users from visiting your site will impact overall performance, including keyword rankings, traffic and, of course, conversions and revenue.
Also, regardless of whether the HTTP issue is resolved, users will remember your website not being secure, making them more reluctant to create a customer account or make a purchase.
This would mean losing existing and new customers to a competitor, putting you in a worse position and losing visibility and credibility.
Google regards HTTPS as a ranking factor, considering it when crawling your site.
Granted, it’s a light ranking factor, and other SEO attributes are more impactful, but it’s a big box tick and provides trust signals to search engines.
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