Latest buzz in SEO: Google moves to secure search as a default for everyone

During the first three quarters of 2013 we have noticed that there is an increase in the numbers of visits coming from keywords not provided in Google analytics. What exactly is keyword not provided? When a search is made on a secure Google webpage and the result clicked, the search term would no longer be passed to the destination website. Instead, these visits would simply be grouped together in Google Analytics under the keyword "not provided".

Why Google has shifted on encryption for people who aren’t even signed-in?

According to Google they added SSL encryption in their signed-in search users in 2011, as well as searches from the Chrome omnibox earlier this year. They are now working to bring this extra protection to more users who are not signed in because they believe that some people don’t yet fully understand how SSL search works.

What would be the impact of this change to your SEO campaign?

Anything that Google does will have a great impact in your SEO campaign due to the fact that Google controls almost 80% of the search engine market distribution worldwide. Having a secure search in Google will make the SEO experts guessing on the keyword performance of their natural search campaign in Google. Even if they can still see some data coming from other search engine like Yahoo, Bing and other search engines, these data are still not enough to fully understand on which keywords that will provide with the most number of visits and conversions due to the fact that Google is more dominant compare to all other search engines combined.

Whether we like it or not SEO experts should adapt to this new change in Google search and try to think of ways in order to identify which keywords will provide better conversions in Google search results.