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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.

Published in: Marketing, Technology, Design
  • 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 and also your method in correlating adwords, webmaster, analytics and other seo tool data.
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Not Provided Situation

  1. 1. The Not Provided Gate October 2013
  2. 2. 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
  4. 4. 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 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, 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
  5. 5. THE BEGINNING OF A GREATER CHANGE Evolution of the ‘Not Provided’ Situation 5
  6. 6. 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: 6
  7. 7. EXAMPLE: OUR SITE, JANUARY 2013 Evolution of the ‘Not Provided’ Situation 51% of organic trafic is (not provided) Google Analytics > Acquisition > Keywords > Organic 7
  8. 8. EXAMPLE: OUR SITE, SEPTEMBER 2013 Evolution of the ‘Not Provided’ Situation 88% of organic trafic is (not provided) 8
  10. 10. 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
  11. 11. 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
  12. 12. REASON 3: LET ME SEE… WHAT COULD IT BE… Reasons Behind Google’s Decision 12
  13. 13. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  20. 20. 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
  21. 21. 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
  22. 22. ANALYZING LANDING PAGE DATA: EXAMPLE Solutions to Make the Most of the New Reality Branded keywords Services keywords (dev, SEO, social) 22
  23. 23. 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 FR (previous) Ranking 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. PAID TOOLS Solutions to Make the Most of the New Reality 32
  33. 33. Any questions?