<b>Q: We moved to HTTPS and rankings dipped. What went wrong?</b>

<b>Q: We moved to HTTPS and rankings dipped. What went wrong?</b>

Short answer: an HTTPS switch is a full migration — Google sees http:// and https:// as different URLs.

Long answer: Flipping on SSL doesn't automatically tell Google your pages moved. Without proper 301s from every http:// URL to its https:// twin, you've effectively duplicated your whole site and split signals between two versions. Add 'mixed content' (a secure page loading an insecure image or script) and browsers throw warnings while crawlers get confused.

The usual culprits:

— No site-wide 301 from http to https.
— Internal links, canonicals, or sitemaps still hardcoded with http://.
— Hardcoded http:// asset URLs in templates causing mixed-content errors.

Next step: confirm one site-wide http-to-https 301, then crawl for any internal links or canonicals still on http and update them to https or protocol-relative. Update your sitemap to the https URLs and resubmit. The dip almost always traces back to one of these three.