Microsoft will, now by default, encrypt all search traffic via Bing – providing additional security and discretion for searches. Hackers and advertisers trying to see what you search on will be frustrated. HTTPS stands for Hypertext Transfer Protocol Secure and a small padlock icon shows in most browsers.
Its great news for users and lousy for search engine optimisation as web sites will not know what query terms – keywords - were used.
Microsoft says, “Microsoft has a long-history and deep commitment to helping protect our customers’ data and the security of their systems. While this change may impact marketers and webmasters, we believe that providing a more secure search experience for our users is important.”
What this means is that Bing by default will be more secure and that matches CEO Satya Nadella’s new more transparent and open Microsoft. Microsoft has to tread the fine line between pleasing its advertisers and protecting the security and privacy of its users. The company promises that the limited data available to advertisers will not compromise the security of its users.
Google will also encrypt searches but only if you use its encypted site – and this feature is not well known.
Unlike Google, Bing gives no rankings boost for encrypted websites. Last year Google’s chair, Eric Schmidt declared that the solution to [NSA security] is to encrypt everything. Since then it gives HTTPS sites a ranking boost.
What this means is that Bing should take a more dominant position in the search engine stakes.