We feel that there is a hidden agenda behind everything which inconveniences us in some way or the other.
This is certainly the way for many SEO professionals that Google controls site owners’ access to information.
Case in point: Google Analytics did not trigger the keyword debate, has been raging since 2013.
For conspiracy theorists among us, the arrival of the Google Analytics ided Not Provided ‘keyword was an indication that the platform was out to make the SEO process more difficult and ruin the world of online marketing.
While it limited access to keyword data and made analytics more challenging, it certainly did not end the SEO industry.
We just have to do a little more digging to find the information we need.
Therefore in this post, I will go through six ways you can access keyword data to learn more about your site visitors and improve your SEO strategy.
What does Google Analytics not provide for keywords?
To get a complete idea of what the Google Analytics keyword (not provided) means and why it matters so much, we have to bring it back to 2011.
When Google Analytics was first launched, site owners were aware of how users found their content.
In organic search reports, they could see which keywords are attracting visitors to their sites, and how user behavior differs between different keywords.
This made it easy to determine which keywords were most valuable to SEO.
For example, if a site owner noticed that visitors to their site after searching for a particular phrase had higher-than-average conversion rates, it was a clear indicator that trying to improve their rankings That keyword was of interest.
But in 2011, all this changed when Google began encrypting search data.
As stated in a post on the company’s official blog, the move was made with the goal of “making search more secure”.
While some SEOs felt that Larry Page and Sergey Brin (co-founder of Google, for the common man) were plotting the century’s online plan to remove villains from their secret mails, ultimately to protect user privacy. A change was made.
As stated in the post, their increased privacy measures were partly due to the introduction of personal search results.
Today, most of us do not give a second thought to the fact that our search results take personal information into consideration.
But this was not always the case.
And as Google began to include these types of details in search results, they made it a priority to protect that personal information.
So, how does this process work?
It all starts with the search bar.
However, with its security update, Google specifically started redirecting users to an https version of each website, in which the “S” is protected.
This may seem like a small change, but it had a huge impact on the ability of site owners to access keyword data.
Because redirecting users to a secure version of their intended domain encrypts their search queries.
Now, I agree that from a user point of view, this change was fantastic for privacy.
The new encryption process has added an extra layer of security using Google search.
However, it was – and still is – a major obstacle and hindrance for those of us in the world of SEO and online marketing.
When this change took effect, site owners were suddenly in the dark about how a large portion of their visitors found their site.
In the months following this update, many of us began to see an important part of our keyword report in the not (not provided) umbrella.
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To protect its searches and increase the privacy of its users, Google simultaneously hindered access to data for everyone, using its Analytics platform.