I am assisting an retailer obtain and install an extended validation (EV) SSL certificate for their online shop. After a week of back and forth paperwork with the CA, I wonder whether it's worth the time and expense of getting one.
CAs, of course, claim it makes your site more trustworthy. There are numerous articles, however, arguing users can't tell the difference and don't care. Moreover, most modern browsers no longer make a visual distinction between EV and standard certificates.
Clearly, EV certificates lost the clout it once had, but I wonder if Google's ranking algorithm still gives it a higher weight. I suspect it's at least a small factor for smaller online retailers, but less, or none at all, for those that have been "prevalidated" by the virtue of buying Google Ads.