This has long been a “ranking factor”, but is now at a critical point. Nearly all top search results for food blogs and recipes are SSL-enabled, which puts anyone not using SSL at a disadvantage.
Cost vs. Reward
It used to be that SSL certificates were difficult to install, and cost a lot of money. Thanks to services like Let’s Encrypt, all web hosts should be able to offer you a free SSL certificate and install it for you, making the process not only simple, but free.
There is no cost to enabling SSL .
The other ages-old argument was that using SSL slowed down your website, but has been debunked years ago. Using HTTPS has no noticeable impact on page loading speed.
Did you know that when you submit information over non-HTTPS, it can be seen by anyone in between your computer and the website you’re browsing? This is a problem not only because of potentially malicious people eavesdropping on your website habits, but also (and particularly) ISPs that are trying to move into the online advertising game but harnessing as much information about you as possible.
This isn’t just for privacy-sensitive websites – generic food blogs should switch over for privacy reasons as well. Doing a search on a food blog for “cake recipe for pre diabetics” allows your ISP to see that you searched using the term “pre diabetic”, which can then be used to target you with ads, or simply sold for profit. Don’t think it’s happening already? See this article from arstechnica about ISPs being allowed to sell your browsing history.
This data could then be hypothetically sold to a health insurance company, who can use that to exclude you from health insurance claims down the road on the grounds of it being a pre-existing condition. But what if that search wasn’t for you, but for your diabetic aunt who is visiting this weekend? And what if you were to develop diabetes down the road and be wrongfully denied insurance?
Of course, HTTPS isn’t a silver bullet that works 100% of the time, there’s always fringe cases. But every bit helps.
 There may be some old hosts that still try to upsell SSL, but anything modern and competitive like getflywheel or studiopress sites should offer this free.