Firefox has added Google search encryption in its latest iteration, but Google can still use the information to suggest search results and to inform content shared through its ad network.

Google users who also count themselves among Mozilla Firefox’s user base can now use the search engine more safely. Mozilla released its latest version of the browser this week with complete encryption of the network, which may mean marketers will have more keyword data unavailable to them to inform SEO campaigns when users search via public networks.

The company says this is an effort to, “protect [user] data from potentially prying eyes, like network administrators when you use public or shared WiFi networks.”

Google’s suggested searches and other tools will continue to use the information to suggest other results and record history. This could help brands maintain a presence with relevant audiences if they come up in suggested search results, and it shows Google’s products remain under the single umbrella it outlined in its privacy policy.

Relevant information is gleaned to inform future queries and the ads seen on all Google products. The primary focus of SSL search is to prevent cyber criminals and others with malicious intentions from using this data against consumers.

The ability to browse safely will certainly put some searchers at ease, but many have expressed frustration with Google’s use of search data across all platforms. In January, Brafton highlighted a report from the Washington Post that found more than 60 percent of users would cancel their accounts once Google’s privacy policy took effect. However, since March 1, when the policy launched, Google has seen little drop in activity on its sites.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.