The addition of SSL to Google?s main search engine will not only protect netizens networks from being sniffed, it will prevent 3rd party webmasters from tracking the search terms used to reach their site. It will be great for those who want to lock down their privacy, but it may well make a webmasters life a hard one.
Founder Daniel Brandt pointed out that when using the SSL search, your browser will stop sending referral data to any none-SSL sites that you visit through Google:
"If you click on a link to some non-SSL page…then when you arrive at that page you will arrive with your referrer stripped. The webmaster on that site won’t know that you came from Google, and won’t know what search terms you used to get there. He won’t even know if you used a search engine (you could have just keyed in the URL in your address bar, which would also cause no referrer)."
Google?s help centre article also says that SSL may affect what you see when browsing through Google. "Web browsers typically turn off referrers when going from HTTPS to HTTP mode to provide extra privacy. By clicking on a search result that takes you to an HTTP site, you could disable any customizations that the website provides based on the referrer information."
A Google spokesperson has pointed out that this behaviour is not just specific to Google?s SSL feature, "This effect is the result of the way browsers interact with HTTPS generally," Which is a good point, but Google control up to 70% of the US search market according to allot of the big research firms. Some claim that SSL search will destroy web analytics.
Web master firm, Clicky, announced the death of analytics in a blog post: "Say goodbye to search analytics. Google just announced their new secure search beta…the search term is not passed through the referrer, and hence no analytics tool (not even a good old log analyzer) will have any idea of what a visitor searched for to reach your site."
Google?s SSL search is currently in the beta stage, and optional, but that have indicated that they are considering making it default. Clicky says: "I really hope Google never considers making this the default, because that would be very irritating for web masters ? we would have no idea what people were searching for to get to our site, which is arguably the #1 reason to run analytics in the first place. Yes, someone ‘snooping’ your connection won’t be able to tell what you’re searching for, but the sites you click through to will probably have a good idea, based on your landing page ?- not to mention they can also see their IP address and every page they have ever viewed on my site, ever. And yet somehow, not knowing this visitor’s specific search term is protecting their privacy? Please. The only thing it does is make the life of a web master a much bigger pain in the ass than it was before."
It seems that Google will have access to these search terms however. Which raises the question what will they do with it. Will it be offered up to webmasters through an analytics service of it own. Google has not made any suggestion that it plans to do so and points out that:
?Analytics is no different from other third party services in terms of not receiving referrer information when users come from HTTPS sites. We have a lot of feedback about our beta feature that we need to gather and interpret before we make any decisions about how next to proceed. As it stands, this referrer effect applies only to users who elect to use the encrypted search offering each time."
The whole thing raises some very poignant questions, you can read more about the feature in one of our earlier articles.