There are always changes in the search game, but with some of the recent changes is Google trying to change the rules enough so that they’re the only player in the game? Perhaps a little bit of a backstory is in order, I’ll aim to keep it as streamlined as possible.
A couple of years back Google introduced the newest addition to their search tool, if you wre signed into your account you could visit the secure version of Google.com to perform your searches. The end result of using the secure site was your keywords were not passed through to the website you eventually landed on, guaranteeing you some level of privacy – this was in 2010. This primary iteration of the search term accounted for maybe 10% in your analytics software. In 2011 they took it a step further and removed the need to use the secure site of Google.com, and instead pushed the privacy settings on to anyone who was signed into their account. In 2011 this translated to be the constant 25%-35% amount that search agencies grew accustomed to seeing in their analytics software when poring through a clients analytics. This was pushed slowly down the line and was added to the omnibar search in the Google Chrome browser and the search team mentioned they were working to make it a full time feature.
The most recent, and most drastic change has come about resulting in a full time secure search experience for any user, regardless of browser, being logged in or even having a Google account. The result from an analytics stand point? The result in analytics software jumped from a normal 25% to nearly 75% of the searches for a single day. Over the long term this would make any search agencies job more difficult to be sure. The thoughts are maybe this swift, unannounced change is due to the NSA spying scandal that has been making rounds in the news, another more lurid idea is that it has been done to boost ad sales in the Google AdWords platform.
The idea that Google would use the encrypted search results to push more businesses into using AdWords may sound outlandish, but over the last couple of years Google has made some interesting acquisitions. Between 2010 and 2013 Google purchased ownership, or partnership in strategic ad companies. One handles ad exchanges, another handles SEM and crowd sourced funding, and another goes even further to promote full advertising and ad handling services within Google. All of their purchases combined puts Google in display media advertising, social media agency growth, and has ownership and partnerships in different AdWords agencies.
So a quick recap takes us to where Google has picked up a handful of new advertising and ad delivery systems, as well as having implemented an entirely secure search environment. How these two systems work together is why it may be seen that Google made the drastic shift for their gain. Although the encrypted search returns a value of where organic search is concerned, paid search analytics are unaffected. Back to the original thought then, has Google changed the game enough that they’re trying to make themselves the only game on the web?