Yahoo Goes Secure Search


Yahoo.com has also decided to join Google and default to secured search. However, unlike Google, Yahoo will continue to pass on referrer data to secure sites for now. For unsecure sites, Yahoo passes no referrer data at all, which means that anyone that ends up at an unsecure site via Yahoo will appear as if they came to the site directly.

Here's a quick explanation of how each search engine handles Secure Search and what that means for your analytics:

Google - SSL is the default for every search. Searches pass referrer data with stripped keywords leading to [not provided] in your Analytics. Full referrer data is provided to advertisers

Bing - Unsecured search is default. Secured search doesn't pass keyword or referrer data.

Yahoo - SSL is default. No referrer data is passed to unsecure sites which means site visitors from Yahoo appear to come directly to the site. Advertisers receive full referrer data.

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