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POV: Getting Past The 100% Not Provided Google Garbage
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POV: Getting Past The 100% Not Provided Google Garbage


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There's been so much written about Google's latest data encryption move. This POV cuts through the ambiguity, gets to the core of what's happened and provides advice on how to survive in the post …

There's been so much written about Google's latest data encryption move. This POV cuts through the ambiguity, gets to the core of what's happened and provides advice on how to survive in the post 100% not provided world.

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  • 1. 100% “Not Provided?” POV What Google’s Change Means For Organic Search Presented by:Adam Dince, Head of Organic Search & SMO - Deluxe @adamdince
  • 2. Opinions, statements, estimates and projections in this message or other media are solely those of the individual author(s).They do not necessarily reflect the opinions of Deluxe Corporation or any of its affiliates Source:
  • 3. In order to understand why Google has encrypted all organic search query data, we’ve got to take a trip back in time Source:
  • 4. In the beginning there was Google organic search
  • 5. There was no such thing as PPC, Display Networks, PLAs, etc. Just organic results
  • 6. Google’s search engine quickly began beating up the competition and taking market share
  • 7. And in 2000, Google figured out a way to monetize its popularity  Since 2008, over $130b in advertising revenue
  • 8. And went public! Private company Google PubliclyTraded Google Source: Source: “Here's the plan, we get the warhead and we hold the world ransom for one million dollars.” “Let’s organize the world's information and make it universally accessible and useful..”
  • 9. However, while Google’s ad revenues grew, organic results remained the primary choice of searchers
  • 10. This meant that Google had a huge opportunity to grow revenue by suppressing organic efforts and making organic less appealing to marketers Source:
  • 11. Lightened ad backgrounds Source:
  • 12. Restricted successful organic tactics • Press-release links • Guest-blogging • Widget optimization • Unnatural links • PageRank sculpting • And more…
  • 13. Monetized verticals Old free organic Now you must pay PLA The banks loved this one! Travel industry loved this one
  • 14. But Google really struck a chord when they started encrypting organic keyword referral data under the guise of privacy Source: “The privacy of searches are important—unless of course they’re driving ad revenue. Then we don’t care” – Google’s logic
  • 15. It started out as 3%-5% of all queries and is now pointed at 100% Source:
  • 16. What does “not provided” look like? Source:
  • 17. We’ve been… Source:
  • 18. It’s time to freak out, right? Source:
  • 19. Those that didn’t see the 100% coming have gone mad. However, those of us who have been expecting this for years are prepared to succeed in a 100% “not provided” world Source:
  • 20. In fact, in 2010— I started weaning my clients (top Fortune brands) off of analyzing organic Website performance at the keyword level Source:
  • 21. How then do we draw organic insights? Source:
  • 22. Here’s the approach Source:
  • 23. #1. Keep a keyword-to-landing page mapping Source: Conductor Searchlight
  • 24. #2. Upload keyword to landing page mapping to SAAS, baseline targeted keyword rankings and monitor movement over time Source: Conductor Searchlight
  • 25. #3. Use Google Webmaster Tools and SEMRush to identify other keywords not tracked but are ranking Page Name Keywords Search Demand Average Rank for All Keywords
  • 26. #3. Monitor page-level aggregate organic traffic in in analytics tool Source: Still making moves with “not provided”!
  • 27. #4. Turn your AdWords Search Query Report’s broad & phrase match insights into actionable SEO strategies
  • 28. #5. Tie data points together and drive reporting insights for improvement
  • 29. Has Google made it a lot more difficult and time consuming to analyze organic data? Source: Conductor Searchlight
  • 30. What can be done to reduce resources needed to make informed decisions? Source: Conductor Searchlight
  • 31. Other creative solutions are starting to make their way into the market place Source: Conductor Searchlight
  • 32. Has Google finally killed SEO? Source Just lack-luster SEOs
  • 33. Are our organic data sets missing pieces now? A little bit, but we still have plenty to go on Source: Conductor Searchlight
  • 34. The bottom line is that we’ll all get by just fine in a post 100% “not provided” world Source
  • 35. One last note, don’t believe the hype from doomsday marketers trying to scare you in to buying their tools or steer you off track Source
  • 36. The end