Not Provided

A few weeks ago Google released a new update otherwise known as the ‘SSL Encryption Update’. This was Google’s attempt to protect privacy online. When industry expert’s, content publishers and online business owners found out about this update their was uproar all over the world!

What is this update?

Before the update, Google Analytics tracked keyword referrer data when a search was made by a user in Google. The keyword data was captured regardless to whether you were signed into a Google account or not. The keyword referral data was then used by website owners, industry professionals and content publishers all over the world to see how users found there website within the Google search engine. Now however this is where the update brought change. When users are signed into a Google.com account such as Gmail or Google+ and the user then made a search query, this would then be made over a secure connection. If the query lead them to a website, then the keyword referral data would no longer be provided to the website owners. Instead you will be presented with the keyword ‘Not Provided‘ hence the registration of this domain

Now for the controversial bit!

Google will sell you the data! Currently the data is only hidden of the search query leads the user to an organic listing. If a search query lead a user to a paid advertisement then Google will still allow the data to be tracked. So basically Google are saying ‘pay for the data and we will provided you with it’.

And?

Well as publishers of content on the Internet yes we should be worried. Initially this has only been rolled out to users signed into a .com Google account. The referral data that was expected to be lost was only a small single digit percentage perhaps 2-3% however, in the short time this update has been live there have been hundreds of reports of seeing increases as high as 7 to 14%. Now that’s a lot of keyword data to be lost!

What can we do about it?

Well first you can sign the Google Petition we have set up. Once we have enough signatures we plan to send a letter/email to Google expressing our dissatisfaction and that the security argument is fatally undermined by the inconsistency in allowing keyword data to still be sent unsecured via their paid advertisements.
Second thing we can do is to prepare. Start tracking search queries from your websites by using a search bar and tracking the data. Perhaps even pay initially for paid adverts and track the data for a month before targeting a long term SEO campaign.
Third thing – Sit tight and let’s hope the petition works! Sign up!

Leave your comments and opinions!