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. http://www.adamdince.com

1. 100% “Not Provided?” POV
What Google’s Change Means For Organic Search
Presented by:Adam Dince, Head of Organic Search & SMO - Deluxe
@adamdince
http://www.adamdince.com

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: tastymaza.com

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: backtothefuture.wikia.com

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: YouTube.com
Source: flatclassroomproject.org
“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
www.devardwebsolutions.com

10. This meant that Google had a huge opportunity to grow
revenue by suppressing organic efforts and making organic
less appealing to marketers
Source: www.theatlantic.com

11. Lightened ad backgrounds
Source: http://www.business2community.com/online-marketing/pay-per-click-advertising-color-tactics-fool-eye-fill-wallet-0597804

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: http://searchengineland.com/google-to-begin-encrypting-searches-outbound-clicks-by-default-97435
“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: http://blog.hubspot.com/google-encrypting-all-searches-nj

16. What does “not provided” look like?
Source: doctorbulldog.wordpress.com

17. We’ve been…
Source: www.igadgetware.com

18. It’s time to freak out, right?
Source: http://mashable.com/2013/09/26/haunted-house-reactions-2013/

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: www.thelmagazine.com

20. In fact, in 2010— I started weaning my clients (top
Fortune brands) off of analyzing organic Website
performance at the keyword level
Source: jaydeanhcr.wordpress.com

21. How then do we draw organic insights?
Source: stupiddope.com

22. Here’s the approach
Source: jaydeanhcr.wordpress.com

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: http://gifs.gifbin.com/280sw007883.gif
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 urbangeneralstore.com
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
headbandsandheartbreak.wordpress.com

34. The bottom line is that we’ll all get by just fine in a post
100% “not provided” world
Source www.keepcalm-o-matic.co.uk

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 www.mirror.co.uk

36. The end
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