I'm helping a retailer get and install an Extended Validation (EV) SSL certificate for their online store. After doing a lot of back-and-forth in providing trade literature, I now wonder if it's worth spending the time and expense required to get one. Certification authorities, which sell EV certificates, claim that it makes your site trustworthy, however, many articles claim that users can't tell the difference and don't care. In addition, most modern browsers no longer present EV certificates to the user, making it difficult to know whether this is an EV or an EV. a standard certificate. at a glance.
Obviously, EV certificates have lost the weight they once had, but I wonder if Google's search engine has even higher it in their ranking algorithm than a standard algorithm. I suspect this is at least a small factor for small online retailers, but less, or not at all, for Amazon, eBay and other Google advertisers who have been "availed" under the buying ads on Google.