If there was ever a Google announcement that caused a major upheaval it was definitely the launch of Google Encrypted Search. The latest announcement states that all Google searches will be encrypted for logged in users. With privacy steadily becoming the single most important factor for internet usage, it comes as no surprise that Google is aiming to protect user data in order to ensure that their search information remains completely confidential.
According to the recent development, Google protects the search information of their signed-in users and will ensure that keywords used for search are not released to third party agencies. Users using “https” will also be able to search in privacy and protect their search information. Since this data remains protected it becomes difficult for Analytics to track user’s search data and make a deduction of trends and popular phrases. While Google claims that only 10% websites will be affected, what exactly does this new development mean for your optimization efforts?
While optimizers all over the world are in a frenzy, we need to step back and consider the actual impact of the change. The surprising factor here is that AdWords data has been spared of any development and will continue to function as usual. While the keyword data may get affected, optimizers still have the other Analytics data such as time on site, pages per visit, bounce rate etc. at their disposal. This will certainly provide constructive data that will contribute towards improving the site.
Currently the impact of this announcement on the SEO industry is not particularly severe as most users do not sign in before they search. The percentage of users signing in before searching is considerably low and hence optimizers won’t face the brunt of the change. What remains to be seen is how Analytics will evolve when all the users sign in and prevent their data being shared.