Demand for SSL certificate increased drastically since 2014.
Shortly after serious Heartbleed Bug vulnerability, Google announced
that website encryption is an important ranking factor and people started to take notice.
HTTPS over HTTP
In 2014 a lot of websites moved to HTTPS format, usually running both regular and encrypted versions together. To our surprise now in 2017 many businesses still, haven't moved across to the secure side.
SSL certificate works as an encryption tunnel between the server and visitor, passing information securely. Protecting server from numerous types of attacks like Poodle, Logjam, brute force attacks and some DDOS attacks but also protecting the visitor from possible spyware and malware infections.
To put it simply it's much better to have SSL than not to have one and today you must have SSL on your website, no matter what. With providers like Amazon Web Services giving SSL certificates for free, there is no excuse anymore.
You might have some concerns about your site's performance on search engines, but with well documented 301 redirections you can submit new URL structure to Google for re-indexing.
There are excellent guides out there on how to move your site from HTTP to HTTPS, and there are even proven techniques, so there is no excuse not to have SSL installed.
While HTTPS is a good way forward why stop? You can make further improvements and enable the use of HTTP/2 which is a protocol mostly based on Google's SPDY.
What about HTTP/2?
HTTP/2 is all about speed, latency, network and server usage. Combined right SSL certificate you can start enjoying better ranking benefits and improve customer's trust in your product or service.
HTTP/2 protocol is now being adopted by browser and server vendors and is quickly becoming the new standard.
Hypertext Transfer Protocol Secure (HTTPS)
Google offers us comprehensive guide on usage of HTTPS protocol on your website and will soon shame all websites that are not encrypted.
To our surprise only half of the internet is encrypted.
This is very important milestone but a long way is still ahead.