Back in the spring of 2017, I wrote that HTTPS results made up half of page-one Google organic URLs. In over three years, I haven’t posted an update, which might lead you to believe that nothing changed. The reality is that a whole lot changed, but it changed so gradually that there was never a single event or clear “a-ha!” moment to write about.
Now, in the fall of 2020, HTTPS URLs make up 98% of page-one organic results in the MozCast 10,000-keyword tracking set. Here’s the monthly growth since April 2017:
There was a bump in HTTPS after October 2017, when Google announced that Chrome would be displaying more warnings to users for non-secure forms, but otherwise forward momentum has been fairly steady. While browsers have continued to raise the stakes, there have been no announced or measured algorithm updates regarding HTTPS.
I scoff at your data!
So, why am I writing this update now? While the MozCast 10,000-keyword set is well-suited for tracking long-term trends (as it’s consistent over time and has a long history), the data is focused on page-one, desktop results and is intentionally skewed toward more competitive terms.
Recently, I’ve been gifted access to our anonymized STAT ranking data — 7.5M keywords across desktop and mobile. Do these trends hold across devices, more pages, and more keywords?
The table above is just the page-one data. Across a much larger data set, the prevalence of HTTPS URLs on page one is very similar to MozCast and…