In July 2018, Google Secure Socket Layer (SSL) website rankings took effect.

SSL is a technology that encrypts the data sent between a browser (Chrome, Firefox, Safari etc) and your website. As of July, browsers can display a “not secure” message when visiting a website that does not include a SSL certificate. The words “not secure” in this case is not necessarily referring to the safety of your stored data, it is identifying that the transmission of web page information across the internet is not being encrypted. This message is not a great experience for visitors to your website.

This message can:
-confuse visitors
-harm your credibility
-affect Google search engine rankings

Those who step up their game, rank higher with search engines than their competitors.