Recent Changes to Google Analytics Keyword Report
A recent update to Google Analytics keyword reports is making SEO professionals get a little more creative when it comes to website optimization. Keywords are a huge factor in driving traffic to a site, and with the “not provided” update to the keyword reports, a small percentage of useful keywords are not provided in the analytics report. The excluded keywords are from Organic search traffic queries. So if an individual is logged into any Google service, such as Gmail or Google+, their search queries are performed over a secure connection, hiding the data from analytic reports.
Basically, instead of someone searching on Google, if they are logged into a Google service, they are redirected to search on the secure Google search engine. A non-logged-in user searches through http://google.com and a logged-in user searches through https://google.com. Although it’s unfortunate Google took this keyword information away, marketing professionals are still able to pull reports and dissect what terms are effectively converting and which ones are not, and use the information to effectively optimize websites. By investigating landing pages and categorizing keywords, successful optimization is possible. It just takes more time and creativity now. As Google+ recently surpassed 500 million users, this organic search data will continue to deplete the data that helps SEO professionals do their job. It’s a tough change, but it’s important to understand the privacy concerns of displaying the data of every person logged into a Google service. Would you really want someone watching every single move you make on the internet? Probably not. As a seasoned Google user of many services, being constantly logged in is the norm. People like me would have no privacy on the internet if this data was shared with every marketing agency with a Google Analytics account. For small businesses, it’s essential to work with seasoned SEO professionals so they can dig deep into your website’s effective keywords, create custom reports and optimize accordingly.
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