Sep 30, 2013 | 2 minute read is no more…
Google keyword data is no more. From partial encryption to full encryption, Google has finally pulled the plug on providing keyword data on web traffic searches. Google is positioning this move as a way to protect the privacy of Google users. While this may be so, it is certainly going to cause pain to marketers across the country.
All Google searches will now be encrypted using HTTPS. Site owners will no longer be able to see data showing information on which keywords generated traffic to their site or various pages.
According to remarks from a Google spokesperson made to Search Engine Watch, “We added SSL encryption for our signed-in search users in 2011, as well as searches from the Chrome omnibox earlier this year. We’re now working to bring this extra protection to more users who are not signed in.”
This doesn’t really explain much about what prompted Google to make the change and will certainly fuel speculation about the motivation behind the move.
The change to encrypted search started back in the spring of 2010 when Google first dipped its toe into encrypted search. In the fall of 2011, Google expanded the encrypted search rules to include any user signed into a Google property. Google properties include Google, Google+, YouTube, Gmail, and others. When this decision was rolled out, it was positioned as a way to provide added privacy protection to Google users. Google estimated that only 10% of all searches would be affected by the new rules. Marketers would begin to see the “not provided” line item in their analytics for those keywords blocked by the encryption. It has been estimated that today as many as 50% of searches fall under the encrypted umbrella and show up as “not provided.”
While marketers will no longer see keyword data for their organic traffic, Google will still provide keyword data for ad clicks. Many are suggesting that the move to encrypted searches is a way for Google to force use of Google AdWords. Regardless of the reason, marketers need to be aware of the fact that they will no longer have this organic data to contribute to their analysis.
Bing and Yahoo do still provide organic keyword data. Bing controls 18% of the search market and Yahoo 11%.
