Google's decision to make secure search the default for logged in users has reduced the amount of search query data available to marketers by around 20%. This impacts marketers' ability to understand search traffic and inform SEO strategies. An analysis found the change had varying effects by industry and browser, with searches on Chrome and for service-oriented sites being most impacted. Marketers will need to use other data sources and marketing channels to compensate for the lost keyword-level search data.