Google Moving Toward Secure Searches

Google has adopted encrypted searches for all of search activity, besides click-on ads. Back in October 2011, Google offered secure searches, which prevents publishers from receiving information about searches made that resulted in a link visit, to users who were logged in. Now, instead of giving the search term, Google Analytics will say “not provided.”

This news has far-reaching effects for marketers, and the reasoning behind this decision is not exactly clear. It could be an effort to increase ad sales or it could be a way to reduce spying from the National Security Agency (NSA).

For more in-depth analysis, check out Search Engine Land’s post on the topic.