Secure Google Search

Recently Google announced that its encrypting the search queries and the corresponding results page for users signed into their Google Account. Secured search is not new, in fact Google launched a secured search service at https://encrypted.google.com last year, the difference is this will now become the default behavior.


Why this change? Google says that it is just following the broader industry initiative like those of Twitter and Facebook. Google explains "As search becomes an increasingly customized experience, we recognize the growing importance of protecting the personalized search results we deliver. As a result, we’re enhancing our default search experience for signed-in users." For users who are not signed into Google Account can navigate to https://www.google.com.

How will it impact the users? This will protect the users against unwanted eavesdropping particularly when using unsecured Internet connection in a public setting. Since there is an additional step of encrypting the data, the browsing experience can be slower.

Not everyone is excited about this announcement. The Search Engine Optimization (SEO) industry experts argue that this is Google's attempt to sideline them. By securing the connection, digital marketers will no longer be able to see what search results lead users to a website. This is an important metric for them to improving a website attractiveness. The information however is available to Adwords advertisers who will see this data irrespective of the connection used, giving them the edge over the SEO firms.

As an end user I am very pleased with this announcement. Hopefully it will reduce some of those annoying ads that seem to follow me based on my prior searches.

Future of Mobile Advertising

Mobile devices are everywhere today from smart phones to tablets. The media is full of success stories of how different mobile devices break sales records every time a new one arrives, latest case in point is the Apple iPhone 4S with 1 million phones pre-ordered in first couple of days. According to Gartner, worldwide mobile advertising revenue is forecast to reach $3.3 billion in 2011, more than double the $1.6 billion generated in 2010. By 2015 it will reach $20.6 billion with search and maps delivering the highest revenue, while video/audio ads seeing the fastest growth.

What makes advertising on mobile special? Mobile devices seem to be much closer and personalized to the users so mobile ad targeting can be made very effective. In addition these devices can tell the exact location and movement of the user. User searches for product and services using mobile devices tend to be more focused and immediate thereby success rate of actually making a sale would be higher.

Traditionally the most common form of ads have been simple text, images and banners. This is hardly engaging but is changing rapidly. With mobile users spending more and more time on social networking, games and other interactive apps advertisers are getting more creative in getting their attention. Applications like Shopkick use user's location to provide them with real time incentives in terms of virtual cash, offers and promotions for visiting nearby stores. Augmented reality apps like Layar using the mobile phone's camera, GPS and compass feed are delivering the technology that can be used to provide more targeted ads based on what you are viewing. Wayin uses a clever gaming platform to allow the advertisers to gauge customer behavior by pushing entertaining real time polls, again rewarding the users by virtual points to vote. These are just few of the examples.

In next 5 years it is estimated that the online searches through mobile devices will trump those through the desktop. This indicates that mobile marketing space is crucial for companies in the coming years and we will see lot more innovations in how we engage the consumers.