Internet marketers panning for gold amongst the usual glut of industry news will have been intrigued to find a low-key announcement from Google that confirmed the search engine giant is to encrypt search data. This arrangement will hold regardless of whether a user has signed into their Google account or not.

A statement released by the company pointed to the fact that signed-in users had had similar protections since 2011 and said that that there was now a move to bring the 'extra protection to users who are not signed in.'

The expectation around the industry is that this decision will make it harder for publishers to make decisions about who is visiting their site and how they got there.

Despite this, some industry insiders have been keen to point out that the information will still be available, albeit via pre-existing tools available from Google themselves. Marketers can extract the data on a search term by search term basis, which means that individuals running analysis often get overwhelmed by the amount of information coming their way.

Clearly, it's a case of watch this space – but there is another dimension to consider. With quality content becoming increasingly important in the battle to stay at the top of the search engine rankings, producing copy with real authority is the bedrock of any successful strategy.

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