Google recently announced that SSL (Secure Socket Layer) on ALL pages of a website will become a ranking factor in the near future. In the past, we haven’t worried about https except on shopping pages. But, Google is trying to protect web visitors from malware etc. by encouraging webmasters to now use the HTTPS on all pages.
So, should you adopt the HTTPS? I will be, and not just because Google demands it. The other aspect of online marketing this will improve is that when your site isn’t secure, a lot of data isn’t passed on to your site. Notice that over the last few years your percentage of “Direct Traffic,” (read UNKNOWN) has gotten larger? We are operating in the dark when we don’t know the source of our traffic. Using HTTPS allows more data to be passed to the site, thus giving us more intel on the source of our traffic, a vital piece of the online marketing puzzle.
Also, in my opinion, there is no reason to not use HTTPS on all new sites. It should simply be a best practice. I am currently building 3 websites for clients, and have had this discussion with all of them. They are in the lucky position of being able to start the game right, and not have to switch anything over.
For those of you who aren’t so lucky, and need to make the switch, the biggest thing you have to watch for is that you don’t lose all your incoming links! For example, if your site is https://amazoclub.com and you suddenly change it to https://amazoclub.com, all the links to the old, non secure page are lost. You need to redirect the old domain to the new domain.