(not provided) to hide more keyword traffic? An update from our SEO team

When it was introduced late last year, Google’s secure search was defended by its creators, saying that it was an important step in providing more privacy for its users. In order to provide this privacy, any search queries performed by users signed into their Google accounts would be registered as (not provided). Google claimed that this would only have a small impact on keyword stats; however this was not always the case.

When it was introduced late last year, Google's secure search was defended by its creators, saying that it was an important step in providing more privacy for its users. In order to provide this privacy, any search queries performed by users signed into their Google accounts would be registered as (not provided).

Google claimed that this would only have a small impact on keyword stats; however this was not always the case. So far people have reported that up to and in excess of 20% of their keyword traffic has been hidden under (not provided) in analytics.

There is more doom and gloom to follow as Mozilla, creators of the popular Firefox browser have announced that anyone using Google on the Firefox 14 version of their browser will automatically be using the secure SSL version regardless if they are logged into Google or not.

17% of internet users in the UK use Firefox. That is another large chunk of data that will be discounted from organic keyword data in Google analytics and any other analytical platform for that matter.