Google is now beginning to roll its encrypted secure search feature to more people. Earlier, secure search was only available to those who were signed into their Google accounts, now it’s working to make secure search the default for everybody even those who are not signed into a Google account.
In essence various sites are reporting that the “NOT PROVIDED” percentage of organic keyword referrals has jumped from 50-60% up to 95%, 99% or 100% , so sites are not able to pull full international statistics yet, but all signs point of SEOs and webmasters not being able to pull data on Google driven keyword traffic anymore.
Google’s latest move is interesting in the context of its own actions against the NSA as well as recent leaks regarding the agency’s activities. The leaked prism slides from early June revealed that the NSA can collect “notifications of target activity” and “special requests” both of which may involve searches, from the tech companies that are allegedly involved. If Google supplies encrypted searches to everyone, it may be able to slow down the pace at which the NSA can obtain search information from it.
The motivation here is not to drive the ads site-it’s for search users. It’s not still clear why Google seems to have ramped up things.