Those who have been scanning their websites keyword data within Google Analytics may have noticed an increasingly large portion of their keywords being attributed to (Not Provided). This is in fact Google’s most public effort at protecting user search data.
(Not Provided) is an aggregate representation of traffic from secure sites where the keyword data has been blocked. One such site is now Google, this essentially impacts a business’s ability to analyse what keywords prospective customers are using to find their business.
Since first being announced by Google in October 2011, the following events have helped to shape the growth of (Not Provided):
However since August we have seen Google go trigger-happy with secure search with an average increase of 5% per week of (Not Provided) organic search traffic. The figure below demonstrates the sudden rise of the (Not Provided) plague:
Whilst most Australian businesses will be severely inhibited by these recent changes you can make use of your (Not Provided) data with this simple process:
The pages found in this report can help you to better quantify which pages are delivering the most value. Whilst this data is not as good as our previous keyword reports, these insights can be far more valuable in determining the types of pages searchers are using to discover your website.
Posted on September 24, 2013