During the later part of 2011, Google began using SSL as the default method of search when users are logged into any Google product. This feature provides a secure and encrypted search for the end user between their computer and Google. Encrypted searches are not archived and will not appear in auto-fill during subsequent searches.

Google encrypted search has been available since mid-2010, but users were required to access the SSL version of search on their own. Today, Google users have the ability to use the SSL version without being logged into Google. By using the following URL with the “s” included in the http header - https://google.com, Google searchers can perform a search using the SSL methodology automatically. At this time however, encrypted search is not available on mobile phones or as an option in browser search bars.

What does this mean for Google searchers?

The obvious advantage of an encrypted search is protection from unwanted intrusions, particularly with the increasing presence of internet users on public Wi-Fi.  With an abundance of tools that can turn anyone into a snoop (or worse), with little configuration or computer skills required,. SSL search allows the search history to be hidden from these types of intruders and all records of a users’ search are kept private.

As Google continues to roll out its personalized search results, it has become increasingly important for users to have their search results and search queries protected.

What does this mean to site owners?

In addition to the added security, SSL search will prevent referral information being passed to a website owner when a potential customer clicks on an organic listing. The website still be notified the visit/conversion/sale came from a Google search, but will not be given the search term used to arrive there.

According to Google at least 10% of total searches completed on their site will use the new SSL search. This translates to possibly 10% of site traffic that will be untraceable and conversions that cannot be verified. Cool Blue Interactive has noticed some clients have lost as much as 15% of their search queries due to the new SSL search methods.

Do Not Panic – It is unlikely that a 10-15% adjustment in traffic is significant enough to cause issues in the data analysis. There will always data anomalies present and site owners should focus on the developing site trends, without focusing on every single keyword. If a term converts successfully, site owners will notice a positive change in the statistical data.

Don’t be fooled – The data is still accessible to Google

It is important to understand that the all data is only encrypted until it arrives to Google. Once this has occurred, Google will have full control. Site owners can pay an additional fee to have this data in aggregate form, or in the original full format, if needed.

• Google Advertisers will still receive full referral information for paid links. According to Google, “If you choose to click on an ad appearing on our search results page, your browser will continue to send the relevant query over the network to enable advertisers to measure the effectiveness of their campaigns...”

• Search Data is aggregated and available in the webmaster tools. Each site owner has the ability to see the top 1,000 search queries for the last 30 days that created traffic to their site. This give site owners a clear picture of the search terms driving traffic to their site, however, it will not inform site owners which terms drive engaged traffic or statistics on converting traffic.

There are many search marketers frustrated by this new change within Google search despite the small percentage of traffic actually affected. One question for Google is if protecting a user’s privacy is the priority, why is a user’s privacy disregarded from the user choosing to click on a paid link?

Click here to read the original Google post

Need help understanding these changes or what they mean to your site? Contact Cool Blue today.