Chrome To Gain Search Encryption, Following Similar Moves By Firefox & Mobile Safari

The wave of browsers using Google SSL Search — and thus blocking publishers from receiving search term data — continues. Google’s own Chrome browser is next up, with the latest Chrome 25 beta using encryption.

Google shared the news on its Chromium blog today. Chrome follows in the footsteps of Firefox and mobile Safari, which added encryption last year. Our stories below have more background on that:

The Safari change was particularly problematic for publishers, because not only were search terms blocked, but Google — not expecting Safari to use SSL search — didn’t adjust things. People using Google through mobile Safari appear, and still do today, as if they came to web sites directly.

Google began the move to SSL search in October 2011, and since that time, the amount of “not provided” terms (as Google Analytics reports) has increased, with one study last year finding that up to 39% of Google search traffic now has terms stripped.

The move by Chrome toward encrypted search will likely increase that percentage higher. Will it ever reach 100%, and what to do in relation to the rise? See our sister-site Search Engine Land, where we have an article that looks in more depth at that:  Will [Not Provided] Ever Reach 100% In Web Analytics?

Related Topics: Channel: Search Marketing | Google: Privacy | Google: SEO | Top News


About The Author: is Founding Editor of Marketing Land. He’s a widely cited authority on search marketing and internet marketing issues, who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

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  • Peter Kasting

    Hey Danny, I own the Chrome omnibox. Just wanted to clarify that this is about using SSL search for not-signed-in users — Chrome has already been directing most signed-in users to SSL search for some time.

  • TandFoRand

    Amazing, and right when I thought Chrome could not get any cooler, viola.

  • Béate Vervaecke

    I just ran a report checking the impact of Firefox 14 and higher, and to my surprise still a fair amount of organic keywords are showing up from new visits, so no history attached. How can one install an exception on SSL Search on Firefox 14 or higher?

  • Shakeel Asghar

    great work
    Download drivers

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