While Google says that encryption resulting in hidden analytics data listed only as Not Provided is a way to protect the privacy of users, many believe that the move is just an attempt on the part of Google to generate even more revenue by forcing digital marketers to use the paid channels in AdWords to view keyword data. While the issue is still very hot since its implementation, many small online entrepreneurs and digital marketers do not have a clear understanding of these changes and how it will affect what they know about SEO.