Why the Changeover Is Often Not as Easy as Expected
The growing adoption of website encryption is beneficial for user security and GDPR compliance. However, SSL conversions can encounter problems, particularly when redirects from unencrypted (HTTP) to encrypted (HTTPS) versions are not configured correctly.
Automatic HTTPS conversion by hosting providers can be unreliable, creating potential visibility issues with search engines that are not immediately obvious.
Easy SSL Conversion?
Many hosting providers now offer free SSL certificates with one-click conversion to HTTPS. On the surface, this seems convenient. Activation can occur within minutes without any manual redirect configuration, and initial checks may suggest no duplicate content problems and flawless redirection.
However, closer investigation can reveal a critical issue: the redirect may use a 307 (temporary) status code rather than the preferred 301 (permanent) code, accompanied by an HSTS (HTTP Strict Transport Security) policy header.
In some cases, Google Search Console shows no redirect at all, creating confusion about how search engines perceive the change.
307 Forwarding and HSTS Policy
HSTS is a security mechanism that prevents unencrypted connections and enforces HTTPS access. Unlike traditional 301 or 302 redirects that are processed server-side, HSTS triggers client-side redirection through the web browser. This protects user data during the transition.
The critical SEO concern is that search engines do not recognize HSTS redirects in the same way they recognize server-side redirects. Without proper 301 redirects configured in your .htaccess file, both the HTTP and HTTPS versions of your site remain accessible to search engine crawlers. This creates duplicate content that can harm your visibility and indexing accuracy.
Better to Take a Closer Look
SSL conversions require careful attention despite appearing straightforward. Just because the site works correctly from a user's perspective does not guarantee that search engines are handling the transition properly.
Key steps for a proper SSL conversion:
- Verify redirect status codes using a tool like Screaming Frog or an HTTP header checker
- Use Google Search Console's URL Inspection tool to confirm how Google sees your redirects
- Ensure server-side 301 redirects are in place in your .htaccess file, not just HSTS headers
- Check that both HTTP and HTTPS versions are not being indexed separately
- Monitor rankings and traffic after the conversion for any unexpected drops
Missing server-side redirects should trigger immediate investigation and correction. A few minutes of verification can prevent months of lost search visibility.