Ever since Google unleashed 100 percent secure search, SEOs have scrambled to fill gaps in measurement. In this session at BrightEdge’s Share 14 event, brands like Groupon, Red Door Interactive, and Global Strategies discussed how they’ve shifted their approach in a keyword "(not provided)" world.

Up first was Jordan Kasteler (@JordanKasteler) of Red Door Interactive. He asked, "Why did Google transition to secure search?"

But, first, he provided some background that showed the evolution of search results. He began with the Google Panda update, which aimed to improve search results with quality content.