With the always growing concern over privacy online, it wasn’t a great shock that Google announced that their browser, Chrome, is moving to an entirely encrypted service. Currently the beta version of the browser provides private search features for logged in users, and they’re quickly working towards that being a default for all users, signed into your Google account or not.
It’s a mildly distressing point when you drill down into your analytics, because at present the average is somewhere between 20-30% of analytics traffic is coming up as “Not Provided”. Up until the last year or so, when a user conducted a search, made a choice, our analytics tools would show the URL that “refers” the visitor to that page, and would typically include what the visitor searched for. Now when someone performs that same search, the referring URL just looked like www.google.com. The analytics didn’t know how to provide a proper break down of traffic with that referrer, so instead it started giving results of “not provided”. And when you’re dealing with online optimization, not being aware of what your target audience is searching for can be a distressing blow, in the short term.
It’s highly likely that the amount of users taking advantage of secure search methods will continue to grow, especially after Chrome makes it a default setting for all users of it’s browser. But just because the referrer is no longer being provided, it doesn’t mean all is lost. As a website owner, you’re losing the ability to easily see how trends are shifting in search for your particular niche, but you can counter that simply by being up to date with your clients and customers. You should be on the cusp of shifting trends in your industry if you expect to be a leader. Additionally, those search terms are not entirely lost, you just need to look in a different place. You should have Google Webmaster tools setup to monitor your website, and within that toolkit you can see the last 90 days of search terms for your site, with up to 2000 key terms. The data isn’t gone, it’s just in a different spot, and with the utilization of your entire toolkit you can still find any answers you seek.