Not Provided Situation

The Not Provided GateOctober 2013

Driving Digital Performance

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

AGENDA

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EVOLUTION OF THE ‘NOT PROVIDED’ SITUATION


MAKING SEARCH MORE SECURE: APRIL 8, 2011Evolution of the ‘Not Provided’ Situation

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Over the next few weeks, many of you will find yourselves redirected to https://www.google.com 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 https://www.google.com, websites you visit from our organic search listings will still know you came from Google, but won’t receive information about each individual query.

“

https://www.google.com/

https://www.google.com/


THE BEGINNING OF A GREATER CHANGEEvolution of the ‘Not Provided’ Situation

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As of the month of September, all signs point to secure search becoming the default for everybody – signed into a Google account of not.

FALL 2013Evolution of the ‘Not Provided’ Situation

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Source: www.notprovidedcount.com

September 2013


EXAMPLE: OUR SITE, JANUARY 2013Evolution of the ‘Not Provided’ Situation

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51% of organic

trafic is (not provided)

Google Analytics

> Acquisition

> Keywords

> Organic


88% of organic

trafic is (not provided)

EXAMPLE: OUR SITE, SEPTEMBER 2013Evolution of the ‘Not Provided’ Situation

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REASONS BEHIND GOOGLE’S DECISION


REASON 1: PROTECT PRIVACYReasons Behind Google’s Decision

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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.


REASON 2: INFORMATION RETENTIONReasons Behind Google’s Decision

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Google might want to keep the keyword information private, in order to avoid sharing it with competitors: other search engines, RTB players,…


REASON 3: LET ME SEE… WHAT COULD IT BE…Reasons Behind Google’s Decision

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REASON 3: INCREASE PPC INVESTMENTSReasons Behind Google’s Decision

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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.

IMPLICATIONS OF THE ACTUAL ‘NOT PROVIDED’ SITUATION


OBSOLESCENCE OF GOOGLE KEYWORD DATAImplications of the Actual ‘Not Provided’ Situation

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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.


FAST DATA DEEP-DIVINGImplications of the Actual ‘Not Provided’ Situation

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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…


ROLE OF SEO AS A DISCOVERY TOOLImplications of the Actual ‘Not Provided’ Situation

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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.


MOVING TO A NEW SEARCH ERAImplications of the Actual ‘Not Provided’ Situation

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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, which remains the true objective of a website..

SOLUTIONS TO MAKE THE MOST OF THE NEW REALITY


ADAPTING TO THE LOSS OF KEYWORD SPECIFIC DATASolutions to Make the Most of the New Reality

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In addition to theYes, there is HOPE!


ANALYZING LANDING PAGE DATASolutions to Make the Most of the New Reality

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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


ANALYZING LANDING PAGE DATA: EXAMPLESolutions to Make the Most of the New Reality

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Branded keywords

Services keywords (dev,

SEO, social)


KEEPING AN EYE ON ORGANIC SEARCH RANKINGSSolutions to Make the Most of the New Reality

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• Group targeted keywords by theme.

• Add information about competition’s rankings.

• Compare rankings evolution with traffic.

Theme Keywords Local Search Volume (Large

Match)

Local Search Volume (Exact

Match)

Ranking Google.ca FR (previous)

Ranking Google.ca FR

(actual) Évolution

branded nvi 4400 590 1 1 0

ppc ppc à montréal 720 390 3 2 1

ppc pay per click à montréal 58 12 4 4 0

design web conception web 12100 720 40 5 35

agence 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


USING DATA FROM OTHER SEARCH ENGINESSolutions to Make the Most of the New Reality

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Since other search engines are still providing keyword-level 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


USING DATA FROM GOOGLE WEBMASTER TOOLSSolutions to Make the Most of the New Reality

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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.


GOOGLE TRENDS AND ADWORDS KEYWORD PLANNERSolutions to Make the Most of the New Reality

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Google Trends can indicate the comparative value of different interesting keywords, and suggest keywords.


GOOGLE TRENDS AND ADWORDS KEYWORD PLANNERSolutions to Make the Most of the New Reality

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Adding actual search volumes and suggested bids from Adwords Keyword Planner gives more context about the value of keywords discovered with Google Trends.


INTERNAL SEARCH INFORMATIONSolutions to Make the Most of the New Reality

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Site Search gives you information about the terms users entered on your website.


EXAMPLESolutions to Make the Most of the New Reality

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• 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.


ASK USERS!Solutions to Make the Most of the New Reality

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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)


NOTPROVIDEDKIT.COM FOR GOOGLE ANALYTICSSolutions to Make the Most of the New Reality

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• 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.


PAID TOOLSSolutions to Make the Most of the New Reality

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Any questions?

Not Provided Situation

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