Encrypted Searches: What they Mean for SEO Reporting
The introduction of encrypted searches by Google is still not regarded as a factor spelling the end of SEO reporting. Experts suggest that though the introduction of globally encrypted searches has made it difficult to make use of conventional metrics to measure success, opportunities can still be explored. Let us discover more about this dynamics:
What Role Does the Encrypted Search Play?
Quite obviously, the encrypted searches have changed the way the web analytics tools used to influence SEO. Now the conventional tools like Adobe Marketing Cloud, Google Analytics, Coremetrics have always provided us relevant keyword data to be utilized for estimating the success of the SEO efforts. The performance of a particular keyword (as in how it drove traffic to the site) could be aptly measured from these tools. Similarly they revealed data required to measure the performance of an SEO campaign.
Now, much has this move (with respect to the shift to encrypted searches) been hailed by the users who vouch for privacy of searches, the government agencies or for that matter anyone who wants to track relevant data has/have found it difficult to do the same. Web analytics providers can no longer track keyword level data in a bid to aid experts in measuring success or failure of their SEO performance.
Now the moot point remains —– does encrypted search spell the end of SEO reporting? As already mentioned above, experts are hopeful that there still are alternative resources to be explored in this regard. Destination URL metrics, Google Webmaster Tools, Google Adwords can all be surveyed differently to eke out effective results. For instance, now you can jolly well explore the natural search data ability feature of Google Adwords.
Therefore, it can be safely claimed that encrypted searches have definitely posed newer challenges but haven’t killed SEO reporting altogether.