In
adding SSL encryption to its primary search engine, Google isn't just protecting your traffic from anyone sniffing your network. It's also preventing third-party webmasters from tracking the search terms you used to find their sites. That may be a good thing for netizens intent on privacy lockdown. But for webmasters, it could be a bit of a problem.
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In a
blog post following Google's news, Clicky — a web analytics firm — went so far as to announce the death of analytics. "Say goodbye to search analytics," the post reads.
At the moment, Google's SSL search is tagged as a "beta" and it's optional. Users must explicitly visit
https://www.google.com to use it. But Google has indicated it hopes to expand the service, and Clicky's knickers are in a twist. "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," the company says.