Google's move to encrypted search
Somewhat quietly, Google recently announced that it is running a beta to encrypt searches on Google using SSL. For those that don't know, SSL is basically a secure connection that hides sensitive data from third parties. To test it out, go to https://www.google.com
OK, so what?
This has some huge ramifications if Google decides to roll this out in a much bigger fashion. From a web analytics standpoint, the SSL aspect would hide the keywords and phrases used to drive visitors to your site. This has the potential to derail all of your SEO efforts and destroy some businesses that offer services to optimize keyword traffic. You'd have no idea how visitors appeared on your site which creates headaches in understanding why they are there. Huge problem.
So why is Google doing this?
Speculation from me (and likely others) is that this mainly deals with some sticky privacy issues in the European Union and other places that are legislating restrictions on the type of data collected on individuals. This potentially solves that problem by obscuring keywords from 3rd parties tracking behavior.
The other somewhat more nefarious possibility is that it might force companies to invest more heavily in paid search via Google Adwords. I am assuming Adwords would not be hiding the keyword level data from marketers thus leaving it as the only way to understand what keywords are driving people to your site.
I would imagine that more people would flock to using the SSL version to hide their searching habits from Big Brother, so this could have a big effect on how online marketing has been done the last half decade, especially in the SEO world. Stay tuned, this could get really interesting.
Comments
No comments yet. Be the first.
Leave a Comment