We survived Panda, Penguin, and a host of other near-crippling online marketing changes and sat on the edge or our seats awaiting this year’s massively new roll-out. Many of us hoped the delay meant nothing major was happening in the industry, but our hopes were swiftly dashed as Google announced its newest massive master business plan to revolutionize how we, as website owners, do business with them.
We’re not just talking about Hummingbird here, the search giant’s new algorithmic update that would provide users with richer and more conversational search results. It’s a huge modification and will affect 90% of all global searches. To keep up with the update, webmasters must maintain top-notch, rich content that can satisfy intent.
But that’s not only big news that SEOs should worry about. Earlier this month, Google announced that it would be encrypting all search activity within its walls, thus cutting off SEOs and marketers from accessing valuable keyword and search data.
The 2013 Google encryption roll-out is being implemented under the guise of privatizing the search information of the Google users. Now, this is something Google desperately needs if it is to keep the public customer based known as webs surfers. The bad news is that it will make the song and dance website owners, businesses, bloggers, online marketers, SEO IT specialists, and content writers do, a tremendously more difficult job. These make up the other half of the Google customer base and their main income source.
The 2013 Google Encryption News Brief
In a horribly tight nutshell, Google reported their intentions and plan to make changes aimed at encrypting all search activity except for clicks on their own ad activity. They added SSL encryption for signed-in search users in 2011 and Chrome Omnibox in early 2012. This new 2013 roll-out is aimed at anonymous users and is set to include them in the SSL encryption. Basically, it turns all websites from HTTP to HTTPS.
While Google is being accused of doing this under the guise of hiding customer activity from the NSA (National Security Agency) due to the accusation of giving the NSA access to search data in June of 2013, we cannot help but wonder if the real reason is simply a smart business move. That is, to force more people to purchase their services and specifically, Google AdWords. Which is more realistic, seeing that Google switched their keyword Tool to a paid service and combined it with Google AdWords back in July and August of 2013.
What the 2013 Google Encryption Means for Everybody Else
The 2013 Google Encryption (for lack of a better nickname like Panda or Penguin), means that anybody who relies on search data to fund their content and website data will no longer be able to identify which keywords lead traffic to their site. It means that we, as business owners and content creators, will have an even more difficult time finding out which keywords to use to target our market audience. Thus, limiting and even crippling visibility in user search for thousands, if not millions, of inexperienced and untrained website owners.
Google reported that the encryption would impact less than 10 percent of web-searches. Though, businesses and blog owners alike have reported a steady rise each month with near 100 percent encryption eminent by the end of this year from all Google specific searches.
Introducing Unknown-Keywords and Not Provided Count by Google 2013 Encryption
This new encryption update doesn’t just mean that web marketers, SEO techs, and content providers will lose some of their marketing data, it will mean they will lose all of it via Google services. Google tools and non-Google companies, which used Google tools to provide their customers with important data about traffic to their site, now see the two most dreaded words in the marketing industry: Unknown-Keywords and Not Provided Count. This means that they are not provided with what keywords lead customers to their websites as well as being left in the dark about how many were lead there. Although the current search data encryption is hovering at about 80 percent, it is only months until we reach 100 percent. The question from concerned site owners and marketing strategists are met with a cold shoulder and dead silence by Google.