The arrival of integrated encryption protocol Secure Sockets Layer (SSL) into natural searches, is expected into the UK, early next year. This means that the natural search terms that bring a user to a website will no longer be visible in referral data.
Already search encryption has been introduced into the US, with SEO agencies reporting that is has been affecting client’s search traffic. It is expected that in time, there will be a knock on effect with paid search budgets as more money will have to be invested in testing keywords.
The Internet Advertising Bureau (IAB) is currently working on guidelines, in the case that Google does extend the encryption to UK search.
Another issue to affect Search Engine Optimisation (SEO) practice, is Google’s latest update, ‘Panda’ to its search algorithm. The update is designed to distinguish high quality websites from low quality. This is where producing valuable and original content on a regular basis is key.
Websites with a high proportion of adverts or sites that have been blocked by users will slip down the rankings. The other side of this is that, websites with a large number of ‘+1’ button clicks will go up, reflecting that fact that other users find the website useful.
If you’d like to find out more about how our SEO Department can benefit your website, get in touch and ask about our practical workshops and seminars. Alternatively, you may be interested in our Google Analytics Package.
Via NMA and Search Engine Watch.
