There are a lot of discussions about paradigm shifts in the search and digital marketing industry: the growth of mobile, the incorporation of social signals into search results, the use of predictive algorithms to determine what you’re going to buy next. But rarely do I see discussions in the industry about how concerns about privacy could potentially impact what we do every day.
In reality, it’s already starting to impact our work. For anyone who logged into their Google Analytics account at the end of October or beginning of November it became keenly clear that Google’s announcement on making search more secure was going to change a lot. Now, whenever someone is logged into any Google product, you are no longer going to see what terms drove them to your site.