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The Impact of Google Encrypted Search

by Bret Gundersen. Industry Insights - The Adobe Blog for digital marketing, Wednesday, 19 October 2011. "Let's start with a summary of what you've been reading. In an effort to make 'search more secure', Google is encrypting more search queries through SSL. Searchers signed-in to a Google account are redirected to https://www.google.com (notice the s) and (here's the rub) search keywords are stripped from the referrer [correction follows] when a natural keyword is clicked. The typed keyword is hidden from you and your site optimization systems (that's us).

What's going to change? Natural search keywords and search engines will be under-reported in SiteCatalyst. If you've implemented organic search integration in SearchCenter you will see a reduction in organic search term traffic. However, SearchCenter paid keyword data is not affected.

Google engineer Matt Cutts estimates that search encryption will impact less than 10% of organic search queries. To date we have seen that 0.5% to 2% of Google searches are affected, though we expect that number to increase. As a percent of total search traffic, we’ve seen a 0.3% to 1.5% impact.

Rather than hope the 0.5%, 2%, or 10% ratio applies to your site, follow these steps to measure the impact directly..."

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