[Etude France ] How Google’s New HTTPS Protocol Impacts Keyword Detection

by bold-lichterman

Since October 2011, Google has imposed the HTTPS protocol on its identified users for their searches on Google.com. This change is effective since March 5 on Google FR.

Clearly, queries and results pages are encrypted and it becomes impossible to retrieve the key expressions typed in these queries (with the exception of searches with clicks on sponsored links). This is what details AT Internet which has just published a study carried out before and after the arrival of the new protocol on nearly 13,000 French sites.

Etude France How Googles New HTTPS Protocol Impacts KeywordLast October the Bordeaux company had analyzed the impact on more than 500 American sites and it emerged that: for visits from the United States, the share of visits from Google without keyword detection thus increased from 3.6% on average during the week of October 24 to 30, 2011 to 20.1% over the week of October 14 to November 20, 2011 after the implementation of HTTPS.

The main results of the study in France:

  • The Monday March 5 2012, the day before the change, the share of visits from Google without keyword detection is 3.2% on average for visits made from France (which corresponds, among other things, to Google news, to the “I’m lucky” button, to the personalized iGoogle home page, but also to visits that can be made on google .com in https)
  • On Tuesday March 6, this share doubled to reach 7.2%
  • And the Wednesday 7 and Thursday 8 March, she goes up to 12.2% and 12.3%, nearly 4 times more than March 5 and an increase of 9 points.

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Read the full study