Microsoft will begin encrypting all search traffic on Bing, making the intent and other signals related to the search query more important than keywords. Bing has been offering users the option to encrypt search traffic (for user privacy) for the last 1.5 years. This summer, it will being encrypting search traffic by default.
This change will impact all marketers & webmasters in some way but Bing believes providing a more secure search experience for their users is paramount. With this change, marketers will still see Bing as the origin or referrer of the encrypted traffic.
Marketers & webmasters had become reliant on that data to bend marketing campaigns and grade the effectiveness of SEO efforts. Experts will need to take some of the same steps that we implemented when Google stopped providing keywords a couple years ago. Google's change forced us to compile search profiles from alternative data sources and focus on the intent of the search rather than on the volume of keywords to cleverly load into the page."