Who uses Web Analytics to find optimizations opportunities may have noticed the keyword “(not provided)” among those that bring more traffic via Google
In recent days the digital market fairly reflected the fact that many sites have had a considerable increase in this type of business because of a Google change, which is gradually making all coming from organic search terms appear as (not provided). The trend is that soon such traffic represents 100% of organic searches.
The appearance of this term on the panel usually affect the analysis quite as it makes it impossible to identify which are the actual words that bring traffic and especially the behavior (conversions, page views, time on site) those visits.
In this post we will list solutions to deal with the problem and not have your business harmed by this change.
In October 2011, Google made a change in policy and ceased to display the keyword source of all users who were logged in from their services (including Gmail and Youtube).
The big problem is that the company’s services are gaining an increasingly impressive body of users and this policy has caused a very big impact on the reports.
To get a sense of this impact, look what happened to us: in November 2011, when the problem arose, the (not provided) represented only 3.3% of visitors coming from Google Digital results. Last month (between 26/08 and 26/09), that number has reached impressive 82%.
That is, we can already say that we do not know what researched the vast majority of users who comes to our site via Google. And the future is not encouraging: forecasts indicate that in the coming months 100% of the keywords from organic search to appear that way.
The implication is that we can not understand, for example, which keyword is responsible for attracting more traffic, which best converts visitors into Leads and how much effort to optimize for a word in particular have been rewarded with visits and Leads.
We recommend five types of actions that can help a lot to get around the lack of information caused by the (not provided):
We have already mentioned earlier that accompany a ranking of keywords is essential to choose where best to invest and monitor actual results .
Knowing the well placed words helps a lot to know which terms are likely to generate more traffic and conversions, especially when we cross this information with the topic that we’ll follow.
You can analyze Google Analytics, among the coming visits of (not provided), which are the pages in which the visitors.
If we analyze what words to these pages are optimized, we will have a good idea of the possible terms attracting traffic. If we cross it with rankeamento the pages of the site, as mentioned in the previous section, this information tends to be even more precise.
Fortunately, Google has not made the same change to your tool for Webmasters. There we can see the terms in which the company had impressions (was listed as a search result) and also clicks.
In this case, you can not understand visitor behavior within the site, but you can have the precise number of visits each word brought, which is already an interesting outline.
Unfortunately, the tool provides data for the last three months only. If you want to archive this data, you need to download the information periodically.
When the search of the origin is not organic, that is, by ads on Google, we follow up of all words searched.
For this reason, you may want to invest in Google Adwords , even when we are rankeados organically. The biggest advantage of this action will be understood in a way quite accurate user behavior that comes by that keyword.
Another option is to use Google Trends tool to get more precise terms, as the name of your company, for example.
This can give an idea if people are searching Google for that keyword and if your brand is becoming better known.
To get a clearer view of the number of visits, conversion rate and Leads generated from each of the key words masked by the (not provided), it is recommended to perform the actions described in items this post: follow a ranking of keywords , check which landing pages more accessible, use Google Webmaster Tool and invest in Adwords.
Gathering this information, you can get a more complete picture that will be very useful to base their actions SEO .