Google's decision to make secure search the default for logged in users has reduced the amount of search query data available to marketers by around 20%. This impacts marketers' ability to understand search traffic and inform SEO strategies. An analysis found the change had varying effects by industry and browser, with searches on Chrome and for service-oriented sites being most impacted. Marketers will need to use other data sources and marketing channels to compensate for the lost keyword-level search data.
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Google Secure Search Reduces Trackable Queries by Nearly 20
1. Measuring the Impact of
Google Secure Search
By Mike Dobbs, Group Director of SEO and Martha Mukangara, Search Analytics
Consultant at 360i
Executive Summary
Last October, Google announced that it would make secure search (SSL) the default setting for all users
logged in to their Google accounts. With secure search, a person’s search terms cannot be tracked by
the third-party technologies that marketers have come to rely on to determine how natural search terms
drive actions within websites.
This shift to an encrypted search model drastically impacts marketers’ ability to see details about the
origin of natural traffic at the keyword level. As a consequence, tools such as Google Analytics,
Coremetrics and Omniture are losing the ability to track the performance of some keywords, thus losing
a share of data previously used to inform SEO strategy.
Change Agent: Google’s decision
Agent: Marketing Impact : Marketers will
Impact:
to set secure search as a default for need to evolve their approach to
all logged in users has reduced the keyword discovery and tap into other
number of trackable search queries marketing channels such as paid
to domains by nearly 20 percent media to compensate for lost data.
since October.
Challenges:
Challenges: As Google claims the Next Step : Marketers will want to
Step:
bulk of natural traffic for most sites, study the impact of secure
increasing the visibility of hidden searches on Google traffic to their
query information is critical to domains and use the
leveraging the correct optimization recommendations in this report to
tactics. compensate for hidden keywords.
2. At the time of the announcement, Google estimated that encrypted searches would comprise less than
10 percent of all organic search queries. However, a 360i analysis found that this figure is larger than the
engine anticipated. Our study of searches across a range of industries and browsers demonstrates that
nearly 20 percent of Google searches are becoming untraceable by marketers. By 2013, this number
could rise to 30 percent as Mozilla will soon make secure search its default setting for Google users.
This report assesses the impact of Google’s encrypted searches and provides recommendations for how
marketers can navigate the change. The findings are informed by 360i’s analysis of natural traffic for
several retail and service companies monitored through IgnitionOne, a leading digital marketing suite.
High Level Findings
360i analyzed the effect of Google’s announcement across a sample of marketers. We found that by
making secure search the default for all logged in users, Google has created a data loss of nearly 20
percent. This means that marketers were unable to track a substantial portion of natural search traffic
driving actions within their sites.
Our analysis showed that the impact varied by industry and browser:
o Industry trends Overall, websites for service-oriented businesses (i.e. tax preparation services
trends:
and insurance agencies) were impacted more than retailer websites.
o Browser trends The change impacted Google searches occurring within Chrome the most.
trends:
Before October, Chrome encrypted just 0.01 percent of searches on average; after, more than
30 percent of the keyword information was hidden to tracking tools. For searches conducted
within Safari and Internet Explorer, about 10 percent of the data was no longer traceable
following the update.
Several months after the announcement, we witnessed a plateau in the overall share of Google
encrypted searches across retail and service industries – which have since stabilized. Today, close to 20
percent of keyword information remains hidden, with service domains continuing to collect the most
encrypted queries.
We predict that close to 30 percent of all Google natural search traffic will be hidden across retail and
service domains after the default search encryption is released to Mozilla Firefox users. This is expected
to happen by the end of 2012.
Approach
Our analysis contains three phases spanning 270 days. The "Before" phase spans 90 days prior to
Google's Oct. 18 announcement; the "During" phase covers 90 days immediately following Oct.18 and
the "Post" phase looks at 90 days after the "During" phase.
To inform this report, we researched Google natural traffic and encrypted referrals by industry (retail and
service). In addition, we studied Google encrypted search queries across top browsers such as Chrome,
3. Firefox, Internet Explorer and Safari.
Detailed Findings
ed
Before Google defaulted to secure searches, just 0.1 percent of natural search traffic across service
service-
oriented and retailer websites was secure, or not trackable by marketers. That figure soared to 13
percent across the Google announcement peri in October –3 percent higher than Google’s 10
period 3
percent estimate.
SHARE OF GOOGLE ENCR
ENCRYPTED SEARCHES – RETAIL & SERVICE INDUSTRIES
USTRIES
Overall, Safari and Internet Explorer were the least affected browsers. About 30 percent of total Google
natural traffic analyzed during the 270 days came from Safari, which remains the least impacted browser
to date.
The impact across service and retail industries varied during the announcement phase. Secure searches
for service sites soared to 18 percent on average during this window. Before the announcement, secure
searches were 0.05 percent on average for service websites.
Prior to the announcement, secure searches for retail domains were 0.07 percent on average. During the
90 days following the announcement, this figur jumped to nearly 12 percent – less than the average for
ollowing figure
service domains but still 2 percent greater than the Google estimate.
Approximately 15 percent of Google Revenue and Orders for one of the analyzed Retail domains were
encrypted during the announcement period. After the announcement period, Revenue and Orders
ent
attributed to encrypted keywords increased to 20 percent. For retailers that rely on this data to inform
their SEO strategy, the inability to track a fifth of natural keyword referrals creates a very significant
challenge.
4. For example, in examining one retail client, we noted that its top 100 non-brand, non-seasonal keywords
saw a 5.5 percent drop in Google natural traffic following the change. Although the shift in search
patterns between encrypted and unencrypted searchers is still manageable, additional monitoring is
required to establish the threshold where unencrypted Google keyword information will become
insignificant.
Impact by Browser
Below is a snapshot of the percent share of total encrypted searches by browser during the 270 day
research period.
o Chrome - 34.8%
o Firefox - 21.7%
o Internet Explorer - 7.9%
o Safari - 1.7%
As expected, major browsers saw an increase in encrypted searches during the announcement window,
with Chrome surpassing the rest with nearly 32 percent of its searches hidden on average across retail
and service domains. Chrome had the lowest number before the change (less than 0.001 percent). This
stark increase can be attributed to the fact that the browser is a Google product.
Post-announcement share of encrypted searches increased across Chrome, Firefox and Internet Explorer
while Safari encrypted searches dropped by 4 percent. Of the four browsers, Safari’s share remained
below 1 percent on average before and after the announcement. During the announcement, the share
of Safari encrypted searches rose to 4.25 percent on average.
Given the prevalent use of Firefox and its intent to test default Google search encryption, we predict
that the share of Google Secure Searches on Firefox will rise considerably over the next few months –
with most of the impact occurring across retail domains.
Next Steps for Marketers
Since keyword research is essential to any SEO program, monitoring which keywords are generating
visits to a site remains a critical exercise. In light of this trend in secure search, it becomes increasingly
important for marketers to accurately report on top traffic-driving keywords, particularly Google non-
brand terms and top converters. Below are some strategies for marketers to consider when
compensating for hidden keywords caused by secure search:
1. Run paid and natural campaigns simultaneously. Consider paid performance and conduct
long-tail keyword ad tests to gain insights that will power your natural optimization efforts. In
analyzing natural visits, terms that historically maintained a consistent flow of traffic to a retail site
had a significant increase in encrypted information during and after the announcement as traffic
from keywords labeled “Search Phrase Not Provided” spiked. For example, non-seasonal curtain
5. variants such as “curtain rods”, “door panel curtains,” “sheer curtain panels” and “beaded
curtains” reportedly drove less site traffic following the announcement period, as illustrated in
following
the table below. This was due to a widespread data loss across all keywords driving to that
domain from within Google Search.
NATURAL VISITORS TO RETAILER WEBSITE VIA SELECT KEYWORDS
EYWORDS
In this example, a deep dive into the domain’s paid search performance gave us insight into
additional keyword variations used to gain access to the site through paid search during the
same period. Popular exact match variants for the term “sheer curtain panels” in paid sear
search
include a trimmed down variation: “curtains sheers”; and detailed variants such as “semi sheer
curtains” and “yellow sheer curtains as illustrated below.
curtains,”
Keyword Clicks Orders Revenue Cost Avg. Rank
sheer curtains 38.5% 45% 58.0% 41.4% 2
door panel curtains 9.7% 10% 4.7% 10.2% 1
shower curtain rods 7.7% 7% 5.7% 6.5% 4
shower curtain rod 7.1% 4% 3.4% 6.6% 3
shower rods 5.6% 3% 1.7% 3.9% 3
curtain sheers 3.9% 4% 4.1% 4.8% 1
curved shower rod 3.8% 2% 2.0% 3.9% 3
beaded curtain 3.4% 2% 1.1% 2.6% 3
chi hair products 3.2% 2% 1.6% 2.5% 3
double shower curtain rod 2.8% 5% 2.8% 2.3% 2
semi-sheer curtains 2.6% 4% 6.5% 3.5% 1
shower rod 2.2% 3% 1.5% 1.8% 3
chi products 2.1% 1% 2.0% 1.3% 2
yellow sheer curtains 1.7% 3% 0.8% 1.6% 1
curtains and draperies 1.6% 2% 1.8% 2.2% 1
discount curtain panels 1.0% 2% 1.5% 1.4% 1
6. Marketers should therefore run paid search (AdWords) and SEO campaigns simultaneously,
tracking keyword attribution to discover additional keyword variations that will not only deliver
traffic to the site, but convert as well.
2. Use Webmaster Tools to access reports about your pages’ visibility within Google. Monitor
the top 1,000 search queries that drive traffic (Clicks or Impressions) from Google Webmaster
Tools and use them for lead generation. Grouping terms into Broad (one keyword phrase), Torso
(two to three keyword phrases) or Long-tail (four or more keyword phrases) buckets will help
identify the most popular variants, especially in non-brand, long-tail queries. Use the most
keyword-dense variants within the top queries to expand on keyword variations.
3. Supplement third-party analytics tools with additional data. Use Hitwise, comScore and
third-
similar tools to monitor competitor or industry performance. Use additional resources to explore
both organic and paid search trends for your site to continuously identify the most opportune
words or keyword phrases that you might be tracking in your campaign. Some of these tools are
listed below.
a. Competitive analysis tools, such as Google Insights for Search and AdGooroo, can be
used to compare search patterns across different regions, categories, time frames,
properties and competitor keywords.
b. Quantitative market research tools, such as Google Consumer Surveys, can be used to
glean additional market insights.
c. Search demographics can uncover usability patterns across audiences and identify high
value keywords that will attract qualified traffic to your site.
4. Consider search beyond the PC. Mobile searchers have different behaviors and motivations
than PC users since they are normally on the go. By next December, smart mobile devices will
account for 25 percent of all paid search ad clicks within Google (source: Marin). The ever-
growing adoption of smart phones, tablets and other connected devices means that non-PC
traffic now comprises significant share of overall searches.
Mobile long-tail searches can provide valuable intelligence into what searchers are looking for,
such as intent, desires and needs beyond simply information pertaining to location. Moreover,
mobile users are more prone to clicking paid ads, as those appear closer to the top due to the
small screen size of mobile devices. Marketers can leverage these insights to power the keyword
discovery process, as well.
- Published July 2012
7. About 360i
360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through
winning
insights, ideas and technologies. 360i helps its clients think differently about their online presence and
evolve their strategies to take advantage of the new world of marketing communications – one where
brands and consumers engage in interactive and mul directional conversations. In 2010, Ad Age
multi-directional
named 360i to its prestigious Agency A List. Current clients include Kraft Foods, JCPenney, Coca-Cola,
A-List. Coca
NBC Universal and Diageo, among others. For more information, please visit http://www.360i.com or
follow us on Twitter @360i.
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360i.com/insights blog.360i.com twitter.com/360i editor@360i.com