If you’ve used the Internet for any length of time, you’re probably aware that the “s” you sometimes see after “http” in your URL bar means you have a secure connection. This is good for consumers, but a huge blow to professionals providing SEO and PPC services. Last week, Google moved all searches over to HTTPS encrypted searches, meaning website owners will no longer be able to view keyword data.
Online marketers have long been dreading this switch, which eliminates their ability to track users by their keyword searches. This prohibits managers from being able to segment users by their keyword searches within their web analytics software, making targeting considerably more difficult.
Although the reason for Google’s switch is unclear, Search Engine Watch reached out to Google reps for a comment – “We added SSL encryption for our signed-in search users in 2011, as well as searches from the Chrome omnibox earlier this year,” a Google spokesperson told Search Engine Watch. “We’re now working to bring this extra protection to more users who are not signed in.”
Although the encrypted search was initially rolled in May 2010, Google seems to be appealing to users who desire more security in today’s world of ubiquitous Internet fraud. Site owners still have the ability to determine “(not provided)” data in Webmaster Tools, it’s not as accurate as of the time-honored search method.
How have you adjusted your keyword research and targeting strategies to cope with Google’s latest move? Let us know in the comment section! And if you’re looking for expert pay-per-click services, contact the PPC Professionals team today by calling (954) 606-5359.