Google’s (Not Provided) Keyword Data and What It Means for SEO

If you’ve checked out your website’s Google Analytics traffic data recently, you’ll notice a big change in your organic keyword report: (Not Provided). The section for (Not Provided) has become the biggest concern for SEO because Google is masking more and more organic keyword data. Google has been increasing the (Not Provided) keyword section slowly and before the most recent shift, the (Not Provided) keyword data was close to 50% for most sites. Now with the new change, Google is hiding over 80% of keyword traffic data for some sites and the estimate is that they will eventually hide all organic keyword data.

What does this mean for SEO?

The question arises about what this (Not Provided) change means for SEO. Without knowing how your pages are ranking for specific keywords, the keyword-driven portion of SEO is now beginning to feel outdated. Keyword stuffing had already become frowned upon and producing good content with keyword variables is the new norm. Knowing the keyword traffic is still available but not being able to track your efforts is a big change. However, there are still ways to be able to track whether or not your page is successful without the use of keywords. Google is trying to push the idea of producing content that gets traffic, not writing mediocre content around good keywords through ‘(Not Provided)’ organic keyword data. SEO experts will have to judge results more on the traffic that visits a page receives rather than its ranking on Google or its keyword driven traffic.

Driving Traffic without Keyword Data?

Keywords will still be an important and integral part of SEO, however, Google is ensuring that good content is the priority. Getting keywords to rank was viewed as almost guaranteed traffic. Being on the first page was like hitting SEO gold. Now, even if your keyword was on the first page, you have no idea how many people actually click on your page thanks to (Not Provided). Getting your page to rank for keywords will still be part of the equation but a shift to promoting content within audiences that have an interest in it. Social communities, such as in Google Plus and Twitter, are perfect for promoting your content right to consumers that are interested in it. You’ll also have to spend more time and attention building relationships with influential people because having a network that can promote you will go much further than trying to promote solely by yourself.

Brand Yourself

Social media has grown and is now an important tool in raising brand recognition and letting consumers connect with your product or service. While you might not be making sales directly through your Facebook, Twitter or G+ page, you will be constantly on the mind of your consumers so when they decide they are interested in a product or service, yours will be first on their feed and their mind. Plus, when consumers see that you have an active following of happy customers it adds brand reputation.

Our SEO team focuses on staying up to date with the latest SEO trends like Google Analytics (Not Provided) organic keyword change. If you are looking for SEO services for your company, please contact us today and see how we can help you develop your web presence!