Mediarun Search Marketing News

Search marketing could be hindered by new security features

May 26th 2010

Search Engine Optimisation News

Internet security is vitally important for internet users, search engine optimisation specialists and the search engines themselves. Just this week, the three major search engine providers Google, Microsoft and Yahoo have been criticised for their handling of users personal data by the EU. And there are growing concerns that search marketing through the likes of Google's AdWords and other online marketing programs could pose a threat to people as they browse the web.

Since the EU first raised concerns about data retention and privacy in the search industry all three leading providers have slashed the amount of time they hold onto people's personal details. But Google is currently doing more to protect its users. It has released a new version of its popular search engine that uses secure socket layer (SSL) encryption, which the company claims will allow Google to offer its users greater privacy.

However, according to tech-news website The Register, the use of SSL encryption could be hugely detrimental to individual SEO companies and the wider search engine optimisation industry. The news provider claims that one of the many problems thrown up by SSL encryption is that it will make search engine marketing keyword research much more difficult.

The technology also restricts referral data. So an SEO Company can create an excellent website marketing strategy, backed up with an effective search engine optimisation campaign, but will be hampered by the fact that they cannot track their campaign effectively as they won't be able to find out where their users are coming from.

While the SSL encrypted version of Google is not the standard version, those working in the search engine optimisation industry are worried that it could soon become the norm.

Search analytics firm Clicky went as far as saying, in a recent blog posting, that the integration of SSL encryption into Google could spell the end of analytics - and with it one of the most effective search engine marketing tools out there.

So whether privacy really is Google's overriding concern is open to debate as without referral data, businesses will surely have to pay for data relating to their search marketing campaigns.

To find out about the performance solution we can offer you and your business, speak to one of our consultants on 0207 843 2265 or contact us.