Search stats reduced. In September 2013 Google started to rapidly expand the number of searches that it encrypts, which results in a higher proportion of “Unknown search terms” in your stats. According to some sources, this expansion will eventually result in encryption of all Google searches. This is being done for privacy reasons by Google when someone searches at Google.com, before a visitor arrives at your site. Therefore you wont be able to know what search terms your visitors used. Loss of search stats information hinders SEO targeting. And will send more people to use Google pay per click advertising.