ABSTRACT
The move rocked the digital marketing world, as encrypted search made individual keyword tracking impossible, effectively rendering moot much traditional SEO analysis. To be clear, HTTPS encryption did not kill organic (unpaid) search itself, but rather the ability of web site owners to track the results of organic search queries to their site. Although a big deal for businesses and marketers at the time, in a larger sense, HTTPS encryption served to underscore Google's steady move to a more sophisticated semantic search paradigm.
