Google Update: What To Do When Keyword Not Provided Is All of Your Organic Traffic?
If you're an online or in-person business that relies on some percentage of your traffic from the web, then this recent Google update to encrypt ALL keyword searches will change how you're used to interpreting your search traffic data. It's been a slow phase in, but there's a ton of speculation this change will phase over 100% in the future.
So, what is this recent SEO change?
Google used to provide you with the exact keywords that buyers and customers were typing in order to get to your site. This allowed you to optimize and focus on certain keywords, thus making your site more usable to those who were coming there most. However, there's been a steady increase of the phasing out of this type of data.
Currently, reports state that there's an average of around 74% of keywords are not provided for organic search results, with that number climbing higher and higher each month. That means it's going to become more difficult for you to optimize your site for the visitors that are frequenting it the most. You're going to have to get even more creative with your efforts.
How can I still improve my page performance and ranking?
Even with all the above changes you'll still be able to figure out what pages you users are looking at and spending the most time on. You'll just have to use different sources of data to fill in the gaps. For instance, the two steps below can give you a good idea of what keyword phrases are sending you the most traffic, and what to focus your site on.
1. See which pages on your site are getting the most traffic.
You can find this by using a tool like Google Analytics, or any other analytics tool you might be using. Here, you look at the traffic that each page is getting; surely there will be a few pages that stand out from the rest. These are the pages that your users like the most.
2. Look at the keywords that you're optimizing that page for.
Now, that you've seen what pages are getting the most traffic, then look at the content on these pages to see what keywords you're optimizing for, and topics you're focusing on. This will give you a good idea of the content your audience likes the most. This is where you'll want to focus your content creation efforts on.
For added results if you have any rank checking software that shows what keywords you're ranking for across the web, you can combine that data with the pages that are giving you the most traffic, and make a very educated guess about where your traffic is coming from and where to focus your efforts.
As a small business owner, this is probably the best investment of your time, as opposed to diving into Google Adwords. If you are looking for even more in depth keywords tracking, it would be a better investment to consider using an SEO professional.