There are now many browsers using the Google SSl Search encryption, blocking publishers from gaining the search term data that they want. Google Chrome is next up on this list of browsers with the latest Google Chrome 25 Beta using this encryption.
Google released this news at the beginning of the weekend on their Chromium blog, Chrome have finally followed in the footsteps of other well known browsers such as Firefox and Safari, who both added the encryption to their services last year.
The safari change over was particularly challenging for the publishers out there, not just because the search terms were blocked but mainly down to the fact that Google were not ready or expecting Safari to use this SSl search and therefore didn’t adjust to things as they would have wanted. Those using Google through mobile Safari appear, and still do to this day, as if they came to web sites directly without searching for anything. This can be very problematic for those webmasters out there as they are no longer aware of the keywords which people are using the most or least.
Google first began their move over to the SSL search back in October 2011 and since then the amount of “not provided” terms that are appearing on Google Analytics has dramatically increased, with one study finding that around 39% of the Google search traffic now has the terms used stripped completely, this really isn’t helpful for those out there who are implementing SEO on their website and wanting to know the most used terms.
With Google Chrome now moving towards encrypted search, this number will be more than likely to increase, possibly even reaching 100%
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