The Effect Of Data Encryption On Paid Search
In an effort to increase the security of users on its search engine, Google has been placing quite an emphasis on data encryption. One of the major steps in this new concern was taken in April 2014 when the company extended data encryption to paid searches. As a result the company has been removing data on the various search queries from the ads that people using browsers with SSL technology click on. Only AdWords will be having the data meaning third party providers of Pay-Per-Click analytics will not be able to provide the data. Instead, only a blank space will be seen in the section where the data used to be. Google is also extending this feature to Google analytics.
This has been an ongoing process from as early as 2011. The first phase of this period saw the company encrypt searches coming from users in services like YouTube, Gmail and Google+ and also browsers like Chrome, Safari and Firefox. The eventual result is that marketers, website owners and brands will not be able to tell the keywords which are driving traffic to their websites.
Future Plans By Google
Google plans to encrypt all search queries and traffic from its search engine and platforms. This leaves the only options available to marketers as paid search data, resources in Google Search Console and organic keywords data from other search engines to monitor the traffic from keywords. According to Google these actions are to provide the privacy of its searchers. The company plans to provide SSL encryption to as many users in as many regions as possible. The company has also sought to clarify that the main reason behind the drive is for the users’ benefit and not a business drive to push business to Google Ads. It however acknowledges the move to push for SSL encryption has a knock on effect of potentially higher spend on Google Ads as well as increased dependence on Google resources and tools.
SEO And Data Encryption
With Google aiming for 100% data encryption, the loss of keywords reporting has affected SEO efforts the most. This is because tracking of organic searches and conversions was the best way to analyze and optimize SEO efforts and plans and evaluate their effectiveness. Data from the queries will be able to show the fluctuations in the use of different keywords and how to best optimize them.
How To Adapt To The Changes
With this new data encryption development, marketers, web owners and SEO experts have to find new ways to track and analyze search performance. The best way forward is to develop an integrated approach. For keywords monitoring and their conversion analysis, you will still have to rely on data from paid search, other search engines and past analytics. Click through rates and keyword impressions can be easily obtained from Google Search Console.
How the content on the site performs will become more significant. You can still identify traffic that comes to your site through natural searches meaning a holistic analysis is still possible.