“(Not Provided)” Data – How Can It Make or Break Your SEO Career

For over a year now, Google has broadcasted its SSL enhancement. What follows are a few ideas and tips on how to address the increasing lack of information webmasters are getting from organic views.


Google has planned the enhancement by making SSL search a default search for signed-in users. This modification encrypts your search questions and Google’s results page and means that views from organic search listings will no longer include the data about every individual question. Rather, Google began passing the term “(not provided)” as the referring keyword for those organic search views.


Studies revealed that the trend of “(not provided)” will just continue to rise in popularity up until most of organic referrer data (search terms) will totally disappear.


So how can you handle “(not provided)” data effectively?


Try to make the most out of the information you have as this will not last longer. With rates going higher to about 40%, it means that you still have more than a half percent of organic views with referring keywords data.


The use of webmaster tools is very important. Google presents several data about your site in Google Webmaster Tools. This comprises of the best daily search questions and daily landing pages for the past month, aside from the clicks, impressions, click-through rate (CTR), and average position in search results for every question.


Make it more personalized through the use of other data. Form submissions, campaign tagging, and page viewed can be utilized to remove keyword data in your personalization determinations.


It is best to use proxies for SEO tasks. One disadvantage of the aggregate data is it doesn’t give you the opportunity to tie a referring keyword with the succeeding website behavior such as page views and time on page. Mores so, actions such as form submissions and clicks on a page cannot be linked with a keyword making it impossible to report on ROI for a particular set of keywords. This means that you will need to start utilizing proxies like keyword rank and ranked page to evaluate single keyword performance.


Evaluation of keyword performance is best done using PPC data. Since Google is still passing referrer data to advertisers for clicks on their sponsored outcomes, one can utilize PPC to evaluate how well your targeted keywords are performing.


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