Every time Google decides to make changes to its search analytics and requirements, business-to-business marketers must re-evaluate their approach.

One of the most recent announcements from Google came in mid-October, as the company said it was making search more secure using an encryption system known as SSL.

"As search becomes an increasingly customized experience, we recognize the growing importance of protecting the personalized search results we deliver," explained the Official Google Blog. "As a result, we're enhancing our default search experience for signed-in users."

In so many words, the web giant will encrypt search queries for individuals signed in to their Google accounts, which adds extra privacy, particularly as members search on unsecured wireless internet connections.

But what does this mean for B2B marketing efforts? According to Search Engine Watch, while secure search is beneficial to web surfers, not all Google keyword data will be blocked.

"Search engine advertisers will still have access to all of their individual keyword referral data," says the site. "This means Google makes an exception to how they handle secured search for advertisers."

In addition, metrics pertaining to organic search engine traffic will not be affected by the SSL implementation, and those involved in B2B online marketing can still determine their search engine traffic, conversion metrics and other important information.

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