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Not Provided Situation
 

Not Provided Situation

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Discover the evolution of Google's "not provided" situation, the reasons behind this change, the implications and, most importantly, find out what to do to adjust to the new situation.

Discover the evolution of Google's "not provided" situation, the reasons behind this change, the implications and, most importantly, find out what to do to adjust to the new situation.

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  • Thanks for sharing an informative deck, iProspect. We created a tool with the intent ('make the most of reality') to better guess the not provided keyword. Would love to talk to you guys about our paid tool http://keyseo.io and also your method in correlating adwords, webmaster, analytics and other seo tool data.
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  • Première annonceofficielle de Google de la disparition des données au niveau des mots-clésorganiques pour les utilisateursconnectés àleurcompte Google.
  • Cetextrait provident des commentairessur la première annonce de Google en 2011 (ce qui a étéprésenté à la slide 4).Dès la première annonce, on peutvoirque les utilisateurss’attendaient à ceque les informationssur les mots-clés pour tout le monde, et non seulement pour les utilisateursconnectés à leurcompte Google, soientgraduellementretirées (voircommentairesurligné en jaunedanscette slide).
  • Cegraphiquemontrel’évolution del’occurrence de l’expression ‘not provided’ dans les résultatsorganiques de 60 sites. Le graphique commence en mars 2012 (environ 6% du trafic) et évoluegraduellementjusqu’enaoût 2013 (environ 45% du trafic).Puis, en septembre 2013, la croissanceestdrastique, et on en estmaintenant à plus de 80% du traficorganique pour lequel les informationssur les mots-clés des utilisateurs ne sont pas montrées.
  • Donnéestirées du sited’iProspectEn janvier 2013, on comptait 51% des visitesorganiquesassignées au (not provided).On présenteégalement, en orange, le chemin à utiliser dans Google Analytics pour voircesdonnées.
  • Donnéestirées du sited’iProspectEn septembre 2013, le nombre de visitesorganiquesassignées au (not provided) est passé à 88%.
  • La première raison invoquée par Google est la protection des recherches des utilisateurs.Quelques mots surl’affaire Edward Snowden:Edward Joseph "Ed"[3][4] Snowden (born June 21, 1983) is an American computer specialist and a former CIA and NSA employee who intentionally disclosed classified details of several top-secret United States and British government mass surveillance programs to the press.[5][6]Based on information Snowden leaked to The Guardian[7] in May 2013 while employed at NSA contractor Booz Allen Hamilton, the British newspaper published a series of exposés that revealed programs such as the interception of U.S. and European telephone metadata and the PRISM, XKeyscore, and Tempora Internet surveillance programs. Snowden's release of NSA material was called the most significant leak in U.S. history by Pentagon Papers leaker Daniel Ellsberg.[8][9][10]
  • La deuxième raison: ne pas donnerl’information auxcompétiteurs de Google.
  • Blaguesur le fait que la 3e raison est de loin la plus évidente, the ‘elephant in the room’
  • La troisième raison est le fait que les gens se tournerontnaturellementvers lesvisitespayantes, pour lesquelles les donnéessur les mots-clésseronttoujoursdisponibles.
  • Cette nouvelle situation du not provided signifie la fin d’unprocessus simple qui permettait de connaître beaucoup d’informationssur les intentions et les comportements des utilisateursrapidement.
  • Les mots-clésontgraduellementperdu de l’importancedans les recherches, et on doitremettrel’accentsur les conversions.
  • Il y a 2 animations surcette slide:1- Boîte branded keywords2- Boîte services keywords (et la boîte branded disparaît en même temps)
  • http://notprovidedkit.com/Ensemble d’outils à installer dans GA qui permettent de comprendrefacilementl’évolution de la situation du not provided pour vosdonnées.
  • A gauche: les outils qui donnent de l’informationsur les mots-clésorganiqueA droite: certainescompagnies qui ontdéveloppé des méthodes pour faire des extrapolations sur les volumes de mots-clésorganiques

Not Provided Situation Not Provided Situation Presentation Transcript

  • The Not Provided Gate October 2013
  • AGENDA 1. Evolution of the ‘not provided’ situation 2. Reasons behind Google’s decision 3. Implications of the actual ‘not provided’ situation 4. Solutions to make the most of the new reality 2
  • EVOLUTION OF THE ‘NOT PROVIDED’ SITUATION
  • MAKING SEARCH MORE SECURE: APRIL 8, 2011 Evolution of the ‘Not Provided’ Situation “ Over the next few weeks, many of you will find yourselves redirected to https://www.google.com when you’re signed in to your Google Account. This change encrypts your search queries and Google’s results page. What does this mean for sites that receive clicks from Google search results? When you search from https://www.google.com, websites you visit from our organic search listings will still know you came from Google, but won’t receive information about each individual query. 4
  • THE BEGINNING OF A GREATER CHANGE Evolution of the ‘Not Provided’ Situation 5
  • FALL 2013 Evolution of the ‘Not Provided’ Situation As of the month of September, all signs point to secure search becoming the default for everybody – signed into a Google account of not. September 2013 Source: www.notprovidedcount.com 6
  • EXAMPLE: OUR SITE, JANUARY 2013 Evolution of the ‘Not Provided’ Situation 51% of organic trafic is (not provided) Google Analytics > Acquisition > Keywords > Organic 7
  • EXAMPLE: OUR SITE, SEPTEMBER 2013 Evolution of the ‘Not Provided’ Situation 88% of organic trafic is (not provided) 8
  • REASONS BEHIND GOOGLE’S DECISION
  • REASON 1: PROTECT PRIVACY Reasons Behind Google’s Decision In light of the recent Edward Snowden affair and NSA issue, Google might be masking people’s search queries to protect the privacy of their searches. 10
  • REASON 2: INFORMATION RETENTION Reasons Behind Google’s Decision Google might want to keep the keyword information private, in order to avoid sharing it with competitors: other search engines, RTB players,… 11
  • REASON 3: LET ME SEE… WHAT COULD IT BE… Reasons Behind Google’s Decision 12
  • REASON 3: INCREASE PPC INVESTMENTS Reasons Behind Google’s Decision In addition to the actual benefits of using their search ads system, Google adds the advantage of getting access, through paid ads, to performance of keywords. 13
  • IMPLICATIONS OF THE ACTUAL ‘NOT PROVIDED’ SITUATION
  • OBSOLESCENCE OF GOOGLE KEYWORD DATA Implications of the Actual ‘Not Provided’ Situation As organic keyword data from the most used search engine becomes increasingly obsolete, the implications and consequences will impact digital marketing teams in different ways. 15
  • FAST DATA DEEP-DIVING Implications of the Actual ‘Not Provided’ Situation Being able to match search query to searcher intent has been vital to the execution of successful web marketing strategies: • Define how people search for and land on content. • Enable optimization of key pages to respond to intents. • Easily slice and dice keywords into clusters, and to associate them with certain website pages, events, goals. This kind of fast data deep-diving is quite powerful and insightful and crucially, very quick and easy to access. We simply don’t get that from other tools yet… 16
  • ROLE OF SEO AS A DISCOVERY TOOL Implications of the Actual ‘Not Provided’ Situation SEO has always been a very resourceful tool for discovering those out-of-the-box keyword ideas and themes for organic traffic, but also, for paid search campaigns. As a result, terms that you may not have expected to rank for and end up driving qualified traffic, will go undiscovered and likely, unanswered. 17
  • MOVING TO A NEW SEARCH ERA Implications of the Actual ‘Not Provided’ Situation With localization, personalization, knowledge graph, etc., keywords themselves have become less foundational than they have been in the past. They now serve as a stepping stone somewhere between awareness and conversion, remains the true of a website. which objective . 18
  • SOLUTIONS TO MAKE THE MOST OF THE NEW REALITY
  • ADAPTING TO THE LOSS OF KEYWORD SPECIFIC DATA Solutions to Make the Most of the New Reality In addition to the Yes, there is HOPE! 20
  • ANALYZING LANDING PAGE DATA Solutions to Make the Most of the New Reality Analyzing the evolution of the performance of your landing pages will inform you on the optimization of main keywords groups. • Visits • Bounce rate, time on site, visit duration • Conversions, conversion rate Google Analytics > Behavior > Site Content > Landing Pages 21
  • ANALYZING LANDING PAGE DATA: EXAMPLE Solutions to Make the Most of the New Reality Branded keywords Services keywords (dev, SEO, social) 22
  • KEEPING AN EYE ON ORGANIC SEARCH RANKINGS Solutions to Make the Most of the New Reality • Group targeted keywords by theme. • Add information about competition’s rankings. • Compare rankings evolution with traffic. Theme Keywords branded nvi ppc ppc à montréal ppc pay per click à montréal design web conception web agence Local Search Volume (Large Match) Local Search Volume (Exact Match) Ranking Google.ca FR (previous) Ranking Google.ca FR (actual) Évolution 4400 590 1 1 0 720 390 3 2 1 58 12 4 4 0 12100 720 40 5 35 agence de marketing 2400 73 50 7 43 agence agence web 3600 590 50 7 43 agence agence web marketing à montréal 91 16 6 7 -1 seo seo à montréal 6600 880 7 7 0 agence agence marketing web à montréal 91 16 8 9 -1 stratégie web marketing internet 40500 260 50 9 41 ppc ppc montreal 36 12 9 9 0 design web conception de site web 12100 590 50 11 39 23
  • USING DATA FROM OTHER SEARCH ENGINES Solutions to Make the Most of the New Reality Since other search engines are still providing keywordlevel data, it could be interesting to rely on their information to understand the intent of organic visitors. Google Analytics > Acquisition > Channels > Primary dimension: source > Secondary dimension: keywords 24
  • USING DATA FROM GOOGLE WEBMASTER TOOLS Solutions to Make the Most of the New Reality Google Webmaster Tools provides organic search data for a 3-months rolling period. By regularly downloading the data, it is possible to keep track of estimated traffic per keyword. Conversion data for landing pages should be added to this data. 25
  • GOOGLE TRENDS AND ADWORDS KEYWORD PLANNER Solutions to Make the Most of the New Reality Google Trends can indicate the comparative value of different interesting keywords, and suggest keywords. 26
  • GOOGLE TRENDS AND ADWORDS KEYWORD PLANNER Solutions to Make the Most of the New Reality Adding actual search volumes and suggested bids from Adwords Keyword Planner gives more context about the value of keywords discovered with Google Trends. 27
  • INTERNAL SEARCH INFORMATION Solutions to Make the Most of the New Reality Site Search gives you information about the terms users entered on your website. 28
  • EXAMPLE Solutions to Make the Most of the New Reality • With Adwords, you find out there are 1000 local searches for a keyword. • Your ranking report tells you your page ranks 2nd for this keyword. • Google Webmaster Tools provides information about the value of this 2nd position, with CTRs and historical data: it gives you 7% of the clicks. • Using Google Analytics landing page information, you can correlate this keyword with the 70 visits on the page ranking for that keyword. 29
  • ASK USERS! Solutions to Make the Most of the New Reality Rely on a technique that has been used by offline marketers forever: ask your users how they found you! • Identify the users coming from Google (source = google) or to specific landing pages only • Setup an online survey • And/or contact them through email if you have their contact information (after a transaction or conversion) 30
  • NOTPROVIDEDKIT.COM FOR GOOGLE ANALYTICS Solutions to Make the Most of the New Reality • Your Current ‘Not Provided’ Percentage • Full ‘Not Provided’ Dashboard: A full dashboard of trends for ‘not provided’, including graphs, metrics, and breakdowns by browser, device, etc. • ‘Not Provided’ Segment: An advanced segment allowing you to see any Google Analytics reports for just ‘not provided’ traffic. • ‘Keyword Known’ Segment: An advanced segment showing any report only where Google organic keyword data was known. • A ‘Not Google’ Segment: This ‘Non-Google’ organic search segment shows you data only where you do have perfect keyword data from other search engines that you can act on. 31
  • PAID TOOLS Solutions to Make the Most of the New Reality 32
  • Any questions?