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Google to encrypt all keywords

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For those of you who, like me, consume data for breakfast, lunch and dinner in order to base strategic recommendations on factual trends – well, sorry, kiddo, today just ain’t our day.

 Google is going to begin encrypting keywords that people use to find your site. Meaning that, from now on, any organic searches will read in Google Analytics as “unknown”.

What does this mean to you? Does it mean the end of your analytical analysis or does it mean you’ll evolve to better metrics?