‘Measuring SEO Performance After “Not Provided”’ – ‘SEO Book’ Blog
Peterd says, “In recent years, the biggest change to the search landscape happened when Google chose to withhold keyword data from webmasters. At SEOBook, Aaron noticed and wrote about the change, as evermore keyword data disappeared.
The motivation to withold this data, according to Google, was privacy concerns:
SSL encryption on the web has been growing by leaps and bounds. As part of our commitment to provide a more secure online experience, today we announced that SSL Search on https://www.google.com will become the default experience for signed in users on google.com”.
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