Google “Not Provided”: Why Getting Your Keywords Is Important
The not provided is, according to Google, the most reliable and effective way to protect the privacy of Internet users. Set up from 2011, it encrypts all the data entered during browsing as soon as the user logs into his account.
It is reflected on the Internet user’s side by the URL passing in HTTPS – for HTTP Secure – while, on the referrer side, the message not provided is displayed. Since then, it has been impossible for SEO professionals to know which keywords have been entered to arrive at a particular page. Result: it has become more and more difficult to develop an effective SEO strategy knowing that it is essentially based on the terms and expressions entered by the Internet user during the Web search.
The sites choose to position themselves on these keywords in order to appear at the top of the search results on these queries. They also optimize their content based on these keywords, again to improve their ranking in search engines. Finally, it is not uncommon for them to create new content from the browsing data of Internet users. The appearance of the not provided penalizes them and prevents them from developing an effective SEO strategy.
The origins of Not Provided
The story of Not Provided is already widely told on blogs, websites and other platforms. We nevertheless wish to retrace the main lines of its evolution, relying in part on our own research data.
– October 2011: Google decides to support the SSL secure search protocol. Support that results in the start of the encryption of requests made by those who have a Google account. Search data, including keywords, then appears as “not provided” on Google Analytics, while the tool has so far shown this information for each organic search.
– October 2011 through September 2013: Online marketers and Google Analystics users are seeing a steady increase in the amount of inaccessible keyword data on their account. In addition, more and more connection reports include the mention “not provided”.
– September 2013: Google applies search encryption as the default model. Since then, all searches conducted on the search engine appear in your browser under the entry “https: //”. At the same time, keyword information in Google Analytics is becoming scarce at a rate never seen before.
– April 2014: accused of providing its PPC (Pay-per-Click) customers with browsing data and keyword reports for their sites, Google announces that this privilege will also be removed.
During all this time, we have anonymously monitored the percentage of “Not Provided” data on several international sites that have implemented their data on our platform since October 2011. It appears from the first days that the objective announced by Google, that of maintaining a request rate Not Provided single-digit, is pure theory.
Continuing our monitoring, in our last research in April 2014, we noted a proportion of navigation data not provided of around 84%. Our studies also show that sites with few pages have a response rate “Not provided»Very low, unlike most large sites, which have a high proportion of hidden keywords in connection reports.
Why you need your keyword data
On one of the sites we surveyed, 82% of their 30-day organic traffic – which barely equates to a 5-minute visit – comes from “Not Provided” keywords. Now imagine the pain felt by an SEO who does not know the keywords that have generated thousands of visits to his site.
Always keep in mind that you need information about your keywords to stay competitive. If your marketing mix includes using your own media and another conquered medium, you need to make sure you reach out to your audience and get the corresponding results. However, in the absence of precise data on the effectiveness of your marketing strategy, as well as that of your competitors, you will never be able to establish a solid basis for your communication strategy. The following scenarios show how heavy this keyword information is in your effort to increase your conversion rate.
Humble SEO : When you are evaluating a new site, a group of competitors or a specific market, you necessarily need to understand which keywords generate the most traffic, then know if your competitors, or the analyzed site already benefit from visits from these words -keys. Thus, to establish a coherent and efficient SEO strategy, you must first of all identify market opportunities, take into account the means at your disposal to exploit them and measure your competitiveness gap. These processes are all based on the analysis of the estimated visits generated by a keyword and the rankings of the keywords.
The enthusiastic content marketer : Say you decide to implement new sections on your site or even create a whole new site. The study of keyword trends is therefore a crucial element in planning your content. The results of this analysis will help you understand what type of content appeals to your target audience. By doing this, it will be quite easy for you to know where, how and with what keywords your potential customers found your site.
The connected professional of Link-building : imagine again that you are entrusted with promoting your new content to bloggers or journalists, in return to get exposure or some free (or paid, depending) inbound links. You would certainly like to know if you made the right decision by consulting this or that blogger / journalist, by measuring how many visits brought your partnership. We have a link referral module that uses baklink data from Google Analytics, Majestic SEO, but also our own SEO tools. This module shows you which sites among your partners have generated the most visits and conversions.
The big brand or e-commerce site : If you think your online activities are critical to your growth, there are several areas where you can find keyword information. Above all, they facilitate the distribution of your budget (between a Pay-per-Click strategy and a strategy based on organic keywords) and to measure the conversion rate of your SEO and content marketing campaigns. You will also know if your partnership with your SEO agency is really bringing you value. Finally, you will be able to separate the traffic from your offline marketing campaigns from those reported by your online investments.
Marketing agency : Visit data generated by keywords is essential in planning your customer’s online marketing strategy. They also facilitate the competitive analysis of the market and the identification of positioning opportunities. This information is also a significant business asset that your competitors do not have, as it gives a precise indication of the value you bring through your interventions on SEO and content marketing of your client. As long as keyword research exists, keyword performance data will always be in high demand by site owners and managers.
There are several ways to recover this data on your own
Despite a fairly significant media coverage in recent years, Big SEO Data in e-marketing still retains its share of enigma in the eyes of individuals and even some professionals.
Founder of Seolius and initiator of e-marketing performance analysis solutions, David Licoppe shares his experience with his staff and clients in the SEO, e-business and international e-marketing sectors. He coordinates the various Seolius poles, keeping in mind that the best engine to achieve a goal is envy. He specializes in interactive communication. David Licoppe takes care of the management of Inbound Marketing & SEO projects as well as technical and optimization teams in Belgium, passing through France, Luxembourg, to the neighboring continent, Montreal.