How to migrate your website to HTTPS without losing SEO rankings

Migrating a website to HTTPS is essential for security, user trust, and SEO performance. Google prioritises secure sites in rankings, and HTTPS is a confirmed ranking factor. However, improper migration can lead to traffic loss, indexing issues, and broken links. Ensuring a smooth transition protects your search rankings and user experience.

Migrating to HTTPS benefits your site by:

• Enhancing security – Encrypts data, preventing hacking and man-in-the-middle attacks.
• Improving SEO rankings – Google favours secure websites in search results.
• Boosting user trust – Visitors are more likely to engage with a secure site.
• Ensuring compatibility with modern browsers – Some features require HTTPS to function properly.

Step 1: Obtain and install an SSL certificate

The foundation of HTTPS is an SSL (Secure Sockets Layer) certificate. To acquire one:

• Choose a certificate type – Domain Validation (DV), Organisation Validation (OV), or Extended Validation (EV) depending on your security needs.
• Obtain an SSL certificate from providers like Let’s Encrypt (free), DigiCert, or GlobalSign.
• Install the certificate via your web host’s control panel or manually on your server.
• Verify SSL installation using online tools like SSL Labs.

Step 2: Update all internal links and resources

To prevent mixed content warnings and broken links:

• Change all internal links from http:// to https://.
• Update images, scripts, and stylesheets to load via HTTPS.
• Ensure third-party resources (ads, analytics, APIs) support HTTPS.
• Modify your CMS settings (e.g., in WordPress, update the site URL in General Settings).

Step 3: Implement 301 redirects for SEO continuity

Redirects ensure search engines and users are directed to the secure version of your site:

• Set up permanent (301) redirects from HTTP to HTTPS using .htaccess, Nginx configuration, or server settings.
• Test redirects using tools like Redirect Checker.
• Avoid redirect chains – Each request should go directly from HTTP to HTTPS without multiple steps.

Step 4: Update Google Search Console and Analytics

To maintain SEO rankings, inform Google about your HTTPS migration:

• Add the HTTPS version of your site as a new property in Google Search Console.
• Submit a new XML sitemap that includes HTTPS URLs.
• Update robots.txt to reflect secure links and prevent accidental blocking.
• Update Google Analytics by changing the default URL to HTTPS.

Step 5: Monitor performance and fix issues

Post-migration, regularly check for errors and ranking fluctuations:

• Crawl your website using Screaming Frog or Google Search Console to identify broken links or redirect errors.
• Monitor traffic changes in Google Analytics and Search Console.
• Fix mixed content issues by ensuring all resources load securely.
• Check backlink redirects – Contact sites linking to your pages and request they update to HTTPS URLs.

Final thoughts

Migrating to HTTPS is a crucial step for modern websites, improving security and SEO while protecting user trust. Properly handling SSL installation, redirects, and search engine updates ensures a smooth transition without traffic loss. Ongoing monitoring and optimisation will help maintain rankings and site performance post-migration.