{"id":117115,"date":"2011-10-24T18:18:00","date_gmt":"2011-10-24T23:18:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/will-googles-encrypted-search-focus-seo-on-the-right-metrics\/"},"modified":"2024-12-19T16:40:12","modified_gmt":"2024-12-19T21:40:12","slug":"will-googles-encrypted-search-focus-seo-on-the-right-metrics","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/search-optimization\/will-googles-encrypted-search-focus-seo-on-the-right-metrics\/","title":{"rendered":"Will Google\u2019s Encrypted Search Focus SEO on The Right Metrics?"},"content":{"rendered":"<p>The <a href=\"\/services\/search-engine-optimization\/\">SEO<\/a> community has been reeling for the past few days at the news that Google will start encrypting searches and blocking referrer data for searchers signed into Google accounts. The net outcome is that analytics tools (Google Analytics included) won&#8217;t be able to see referring organic keyword data for these signed in users.<\/p>\n<p>The general sentiment is that this move is good for users and bad for marketers (particularly <a href=\"\/services\/search-engine-marketing\/\" target=\"_blank\" rel=\"noopener\">search marketers<\/a>.) I have a sense that this could be an opportunity for those of us who engage in SEO to examine just what it is we&#8217;re really trying to accomplish on behalf of our clients. The reasons for the move are obviously privacy-related. The implications of personalized search (which I explore in more detail <a title=\"Personalized Search\" href=\"\/blog\/smx-recap-day-two-chasing-the-longer-tail\/\" target=\"_blank\" rel=\"noopener\">here<\/a>) raise more concerns about what user-specific data is available to marketers and others online.<\/p>\n<p>Google has been praised by privacy advocates like the <a href=\"https:\/\/www.aclu.org\/\" target=\"_blank\" rel=\"noopener\">ACLU<\/a> and the Electronic Frontier Foundation for the move, but what will the implications be for SEO and marketing? The general arc of the online marketing experience has been decidedly in the direction of more and better information available about online user behavior. It is not surprising that taking some useful <a href=\"\/services\/data-analytics\/\">data<\/a> away would be a shock to the system.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d548754de89'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d548754de89');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? '0c9a9cec-eb1c-44ac-920f-687ce0230830'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-ca\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>This one hits SEOs right where they live. But maybe that&#8217;s part of the problem; maybe it&#8217;s time for search optimizers to refocus a bit. Google created modern SEO through its focus on linking and algorithms so complex that they twist any marketer&#8217;s cerebral cortex in to a Gordian knot. Enter the search engine optimizer with the well-worn tool kit of on- and off-page strategies against a target list of keywords. The output of an SEO campaign has too often been a ranking report, some vanity screen shots and some traffic numbers on specific keywords. This misses the point of what SEO should really be, which is an integral part of a larger search and online marketing strategy that measures efficacy at a program level, focusing on real business driving objectives like program yield and ROI.<\/p>\n<p>It is fitting that the move toward personalized search is putting this kind of pressure on the way people have traditionally thought about and reported on SEO. Personalized search (where different searchers get different results based on factors like personal search history) has also made the ranking report something of an obsolete exercise. Google is spinning this encrypted search change as something that will affect only a small percentage of organic traffic. They&#8217;ve trotted Matt Cutts out there to say that it will be in the single digits (a metric about which many have expressed skepticism), but regardless of the initial numbers, it&#8217;s safe to say that the tide is turning when in comes to getting this kind of granular data.<\/p>\n<p>Google&#8217;s goal is certainly to get more people to conduct searches while signed into Google to access platforms like Gmail and Google Plus, and the privacy concerns that have driven this change do not seem to be going away any time soon. If that tide carries away the siloed SEO programs that keep clients focused on the wrong metrics and ushers in more integrated programs that provide meaningful business intelligence and outcomes, then it could end up being a net positive for marketers and users. But I&#8217;ll let Google try to convince the SEO agencies of that.<\/p>\n<p><em><a href=\"\/get-in-touch\/\">Contact us<\/a> today to find out more!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The SEO community has been reeling for the past few days at the news that Google will start encrypting searches and blocking referrer data for searchers signed into Google accounts. The net outcome is that analytics tools (Google Analytics included) won&#8217;t be able to see referring organic keyword data for these signed in users. The [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2896],"tags":[2843,2796],"class_list":["post-117115","post","type-post","status-publish","format-standard","hentry","category-search-optimization","tag-personal-search-2","tag-roi-en-ca"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Will Google&#039;s Encrypted Search Focus SEO on The Right Metrics? | DAC<\/title>\n<meta name=\"description\" content=\"How will the SEO community adapt to news that Google will start encrypting searches and blocking referrer data for searchers signed into Google accounts?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/search-optimization\/will-googles-encrypted-search-focus-seo-on-the-right-metrics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Will Google&#039;s Encrypted Search Focus SEO on The Right Metrics? 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