Https slower site Versus Non https faster site??

[bjs2010]

Hey all,

I know that everyone is going on about https as a ranking signal (as far as I read it is not a very important ranking signal, but a low ranking signal) but

1. Site speed is a ranking signal
2. https is now a ranking signal as well
3. https makes sites slower

So in view of the above, what's better?

1. An https site that is slower
2. A non https site that is faster

Thanks!

[ProductPearson]

A few milliseconds for a secure browsing experience on a ecommerce site. If you think your site needs it, and deals with personal information, you should definitely add it in my opinion, but it depends on the type of website that you currently operate.

[bjs2010]

Do you have any data on the few miliseconds delay?

Our ecom site in Magento loads in 180-200ms, it took us a lot of effort to get our FTTB sorted!

[ProductPearson]

http://stackoverflow.com/questions/548029/how-much-overhead-does-ssl-impose

[HashtagJeff]

Something else to consider here is that Google specifically said "over time, we may decide to strengthen" that signal. I know Google says a lot of things but with this I'd rather be in front of my competition. And with e-commerce I've seen more than one study that shows SSL and security badges increase conversions and trust. Not sure how helpful this is, just my two cents.

[bjs2010]

So how do you change it all to HTTPS? Anything to do in GWT? Are there any redirections needed? ....?

[HashtagJeff]

I would submit another sitemap within GWT for safe measure after everything is changed and 301s in place but I don't believe there is anything else that is needed. Keep an eye on the important marketing blogs because I'm sure there will be more of this sort of information in the coming weeks.

[AxialDev]

While I do not know how Google treats HTTPS in regards to site speed, WebPageTest.org uses the following to score a site's Time To First Byte:

"The target time is the time needed for the DNS, socket and SSL negotiations + 100ms. A single letter grade will be deducted for every 100ms beyond the target."

Which means WebPageTest does not penalize a site for being secured.

Edit: For redirections, 301 everything and change previously added redirects to point to the HTTPS so you don't end up with chained redirections.

As far as GWT is concerned, I would add both sites (http://site.com and https://site.com) and use the Change of Address feature on the HTTP one to the HTTPS one.

Hope this helps.