The search engine giant Google announced this weekend that starting with the next version of the Chrome browser, all searches that will be performed by users will be encrypted by SSL security, the activation of the encryption component by Google will allow a significant reduction of the data that SEO companies and website promoters can collect about the search habits carried out by surfers.
SSL protocol
SSL is a communication protocol that enables secure communication and encryption of data between two parties, for example in an online store between the consumer and the business owner, thus enabling the transfer of sensitive information such as credit card details to be transferred in safety and full encryption and only the receiving party can decipher this data.
Use of the SSL protocol is performed by keys, these keys are divided into two types, symmetric keys and asymmetric keys.
- Symmetric key- This is a key that is able to perform the operation of encryption and decryption together, this key is held by both parties that carry out data transfer, using this key can become sensitive if a third party has access to the key.
- asymmetric key – A key that is only responsible for performing one operation when there is one key for encryption and one key for decryption, for each encryption key there is only one decryption key which is kept by the owner while the other key is open to the public and anyone interested in encrypting the information uses the public key.
Another advantage of the SSL security protocol is that anyone who wishes to use it must issue a special SSL certificate for this purpose, there is a company that issues SSL certificates, using the certificate allows the surfer to transfer sensitive information to the destination server without any fear that the transferred information will be leaked to a hostile third party.
By encrypting the information and search habits, Google will already join two other leading browsers (Firefox and Safari) which, starting last year, began encrypting the data and making browsing secret, Google adds and says that this component will not harm browsing, and that the surfers will not feel any difference, but on the contrary, it is possible that the browsing speed will even accelerate.
How the SEO field was damaged
active in the field of website promotion , usually collect information about the users' search habits, navigation between the web pages, and the search values that direct the surfer to the website, by encrypting this information, website owners and website promoters cannot know what the value of the search was carried out and accordingly it is not possible to know which value requires greater optimization, that is, if in the past when A surfer would type a phrase in the search engine and click on it, the website owner would be able to know what the value of the phrase is and based on that know that this phrase is sweeping many surfers after him and the optimization that was carried out on it was good and one should focus on other phrases, nowadays it is not possible to know this and based on this, there is a need for overall optimization and not to give emphasis on a certain detail and therefore this is indeed a blow in the field of SEO.
What led to the execution of this move by Google, is the high percentage of encryption that already exists on the network, more than 39% of the searches on the network are already encrypted and the use of the encryption component by the other browsers led to pressure on Google and the execution of the move.
With Google joining the array, the percentage of encrypted searches will increase significantly and now it will be possible to track only the user's visit to the site and not his search string.
Google's goal all along is a fight in the field of SEO which tries to defeat its filtering mechanisms that fight against websites and in the field of promotion that present irrelevant information to surfers, this move will actually lead to "promotion with closed eyes", that is, by not knowing what the search string was performed by the surfer,Website promoters will be obliged to overall optimization and the creation of much higher quality and relevant content for the surfer in all the different aspects of a website without any knowledge if one aspect is more optimal than another aspect and will result in maximum and constant optimization.