Last week, as Google celebrated its 15th birthday, the search giant made two announcements that caught many by surprise.

One was that Google quietly switched to a new algorithm called “Hummingbird” about a month ago. This was a significant change that had (perhaps surprisingly) little fallout, so we’ll save that for another blog post and refer you here to learn more.

The other announcement that drew attention—and a big reaction from the SEO community—is that Google will soon be encrypting all search data in the widely used Google Analytics reporting platform. This means that detailed data about what organic search keywords were used to deliver visitors to your website will no longer be available.