Firefox follows Google’s lead, encrypts searches
In the worlds of search engine marketing (SEM) and search engine optimization (SEO), gathering user information can help build and launch superior online marketing campaigns. However, through the evolution of SEM and SEO, users and professionals alike have longed for more private search features that prevent data from falling victim to prying eyes.
While search is a long way from going completely private, Firefox 14 has made an interesting step in that direction by encrypting all Google searches by default. However, there is a Google loophole, which allows for certain snippets of data to slip out to the search engine's advertisers. The leaked information can help businesses improve their paid advertising through organic search results.
The secure version of Google search – Google SSL search – will prevent anyone from eavesdropping on what is being searched. Google unveiled its SSL search option back in October 2011 in an attempt to protect private user data, and the same the feature has recently been integrated into Firefox. The transmission of information to advertisers will only occur when a user voluntarily clicks on a paid advertisement featured on any given SERP. This upgrade to the Firefox interface provides consumers greater privacy features than they've been accustomed to in search, while also giving advertisers and marketing professionals data they can base future SEM or SEO campaigns on down the line.