Sounds chilling, right? It just might be. Until now online marketers have leaned heavily on free analytics and the ability to see which specific search terms are sending users to your website. That information may become severely handicapped thanks the safety measures behind encrypted search. A recent HubSpot.com article gives a detailed description of how HTTPS works. The article was penned by Hartely Brody. Brody believes that these changes are not a ploy by Google to force changes, but rather a security necessity. That said it is hardly a leap to assume that a reduction in free analytics will lead to an upswing in paid Google ads.
It is important that you consult your SEO marketing firm before adjusting your strategy. As always the true solution will be more about content than clicks. According to Brody, “Optimizing your website will be less about tracking keywords and rankings, and more about capturing visitors once they’ve landed on your website.” Focus on creating the kind of content that will capture the attention of your audience and keep them coming back. It's healthy for your patients and for your practice as well.
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