Google Search Optimisation: Traffic Driving Keywords Are Hidden Now !

Must Read

Mobile Internet Speed In India: From Bad To Worse [REPORT]

Languishing. And la…g…g…i…n…g. The sorry state of the desi internet in India. In a...

Amazon Locks Head With The Music Industry: Twitch Letting Streamers Use Unlicensed Music!

The global e-commerce giant Amazon.com, Inc. (NASDAQ:AMZN) has upset the biggies of the music industry as one...

Happy Birthday Ma Huateng: The Man Who Owns Facebook, WhatsApp Of China

The winning horse of the Chinese internet market and one among the Chinese billionaires, though not started...

Search engine optimisation is the first step that any online business like to adopt and search engine industry titan Google has got Google search optimisation guide for beginners. However, as a number of businesses going online is increasing, Google Inc. (NASDAQ:GOOG) has started making Google search optimisation task more complex. Initially Google had started to flip all searches to encrypted searches, for users who are signed-into Google services but now the search giant has started encrypting over 80% of its total search queries. That means there would be no scope for eavesdropping on search strings used by your website visitors and Google justifies this step as an initiative to protect the privacy of users. After NSA surveillance over Google and Yahoo data centers that disclosed millions of user confidential data, Google has brought SSL encryption to its search. However, what exactly is Google encrypted search? In this article, I will explain the encryption and the reason behind ‘not provided’ search keywords in your traffic tracking tools.

Google Search Optimisation: SSL Encryption?

Before going into the depth of Google search optimisation process, we should think about SSL encryption. SSL is a security protocol that works on data encryption, which means that whenever data passes between a user’s browser and the company server, it converts that data into code so that outsiders or snoopers can not recognize it. This technology is called SSL Encryption, which Google, by default, uses for all its searches. SSL works on HTTPS (Hypertext Transfer Protocol Secure) instead of HTTP.

According to Google statement published by SearchEngineLand, “We want to provide SSL protection to as many users as we can, in as many regions as we can — we added non-signed-in Chrome omnibox searches earlier this year, and more recently other users who aren’t signed in. We’re going to continue expanding our use of SSL in our services because we believe it’s a good thing for users….The motivation here is not to drive the ads side — it’s for our search users.”

What is Google Secure Search?

By encrypting search, Google is now protecting to expose traffic-driving keyword data to websites which makes it impossible to track users by their keyword, resulting on more complex process of Google search optimisation. Therefore, many website owners will fail to segment users by keyword data with any web-analytics tool or software including even Google Analytics (GA). There is no way to track down encrypted traffic-driving keywords through which user arrives on a website, but only Google knows the path. For example, below are two images of the keyword “Smartphone market” that show the difference between regular keyword search string and encrypted keyword search string.

Advertisements

http://​www​.google​.com/​u​r​l​?​s​a​=​t​&​a​m​p​;​r​c​t=j&q=Smartphone%20market&esrc=s&source=web…

https://​www​.google​.com/​u​r​l​?​s​a​=​t​&​a​m​p​;​r​c​t=j&q=&esrc=s&source=web…

If you observe these two search queries, you can easily find a red marked encrypted query, which misses the value for search terms. Unfortunately, there is no other way to retrieve these keyword terms.

Exception to Secure Search:

  • The search terms will be available when the user clicks on Google Ads.
  • People who pay money for ads on Google will still obtain the referrer data

Many SEOs believe that Google is promoting Google Ads and thus Google search optimisation is poised to become more difficult. However, this is a discussion for another day, as it concerns those who will be affected by this Google search update.

History of Google Secure Search:

What Google has decided on organic search and how it started encrypted search is depicted under. According to Not Provided Count – a website that uses live GA data of 60 websites and tracks “not provided” keywords count share – Google is constantly making keyword tracking more complex, resulting in higher percentage of traffic coming to websites through undisclosed keywords.

Google Search optimisation: Traffic From Not Provided Keywords

In October 2011

  • Google begins to encrypt search
  • It only influenced people who were signed into Google
  • There were less than 1% of queries encrypted.

In March 2012

  • There was a 13% hike in encrypted search.

From April 2012 – August 2013

  • The hike increased from 13% to 48% of searches not provided.

In September 2013

  • Encrypted search carried out for users who are not signed into Google.
  • The number of searches not provided reached 77%.

In Q4 2013 (Expected)

  • Complete (100%) encrypted search

How It Will Affect Keyword Analytics:

Because of Google Secure Search, every website will be influenced as well keyword analytics will be unable to produce in depth keyword reports. Four questions make online marketing wonder :

  • Enhanced performance of organic search of pages
  • Integrate traffic growth to ranking improvements
  • How searchers will comprehend your brand and content?
  • Alternate ways to encrypted search

However below are some impacts that could make organic keyword search harsh.

Advertisements
  • 74% of search terms are encrypted with SSL, that shows rise in inability to provide organic data that makes the task of search engine optimization difficult.
  • More users will turn to Google products, which also lessens organic data ratio.
  • There will be organic keyword tools that work on other search engines that still provide natural keywords like Yahoo and Bing.
  • User and keyword segmentation and breakdown will be useful due to reducing organic keyword data.
  • It is expected that in Q4 of 2013, there will be no organic data reported from Google search.
  • Keyword level analysis will be replaced by page-level performance analysis.
  • Third party tools can help SEOs to fill the gap between organic search and encrypted search.

What is Next?

This is a very difficult situation to handle for online marketing companies as well SEOs. However, we have tried to find out some strategies that can bring relief to your organic search as discussed below.

  • You should integrate Google Webmaster with Google Analytics as it can provide you impression, clicks, position, and Click Through Rate (CTR).
  • In Google Adwords, observe keywords that drive traffic and conversations as it could give you an insight into search terms.
  • Through page-data analysis you can target page traffic, bounce rate, time spend, conversion path, and keyword ranking for page.
  • Google Trend can help you a lot by correlating an increase in brand search volumes with search traffic so you can assess whether traffic is going down or up.
  • Keep group lists of long tail, short tail, branded and non-branded keywords and measure them with page performance for which they are targeted. This will give you an idea of group keyword performance.
  • Use keyword suggestion tool like SEMRush, Google Suggest, which will give you a better keyword idea targeting your product.

Finally, we can say that this is a difficult time for online marketing companies, as keyword search will be replaced by page level data. It is time to consider whole website performance rather than concentrating on keyword search to be largely dependent on Google search optimisation and traffic-driven keywords optimisation.

1 COMMENT

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest News

Augmented Reality Solutions: Big Hit In The Era Of Pandemic

Desperate times call for desperate measures. The global retail industry went for a complete toss as soon...

The Importance Of Analysis & Data in Buying Bitcoin

It’s often said that knowledge is power; this resonates even more when people are looking for the best way to buy Bitcoin.

Farewell PUBG! PUBG Mobile and PUBG Mobile Lite Terminates Operations In India

Zàijiànle, lǎo péngyǒu! (good bye, old friend) Gamers, the time has come to pay your last respects to PUBG...

Zuckerberg Criticises Apple For Not Letting Advertisers’ Track iPhone Users Completely!

When Apple Inc. (NASDAQ:AAPL) announced that iOS 14’s privacy-first updates would include an opt-in for iPhone users regarding apps collecting their unique...

Why Does It Make Sense For Apple To Build Their Very Own Search Engine?

Google’s sheer dominance over the search industry has remained unchallenged since its inception. But now, Apple is showing serious signs of rolling...

Samsung Overtakes Xiaomi in India: Hour of Glory or Portent of Things to Come?

The smartphone shipments in India has shattered all the previous record in Q3 2020. The crown at the top...

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter,...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one...

More Articles Like This