It’s been about 5 months since Google updated it’s Analytics algorithm to show 90-95% of all keywords as (not provided). As a digital marketer, I was shocked when this happens. I use Google Analytics as my primary analytics tool and have always relied on their keywords provided to kickstart keyword research and content creation. In one swift change, that all changed. I can honestly say, I’ve never been happier!
Removing my reliance on the Google organic keywords listed in Google Analytics opened my mind up to a wide variety of other reports and tools at my disposal. I no longer was restricted to one source for keyword/content data. I dive deeper into the performance of my site to more precisely target new content. Here’s a look at some of the tools I use today:
Google Analytics: Page Reports
When Google removed our reliance on keyword data in Analytics, we were forced to look elsewhere to drive content strategy. One such place was the page content reports in Google Analytics. I segmented the traffic and activity to each individual page on my website. This helped me to determine what types of content on my site performed best in search engines, which types of content users were more engaged with, etc.
Google Webmaster Tools
Of course, I still wanted to conduct keyword research. Instead of starting with the search keywords identified in GA, I started with keywords that drove impressions and clicks in Webmaster Tools.
The amazing thing about this tool is the insight you get from comparing impressions to clicks. Why did certain keywords draw more impressions than clicks? Was I not optimizing my pages correctly? Or was I just not writing the right content for those highly searched terms? I answered these questions with generating more content and then gauging the response.
Search Rankings
Though search rankings have always been important, they’ve gained momentum in the world post (not provided). Similar to how I analyzed impressions vs. clicks in Google Webmaster Tools for individual keywords, I analyzed my search rankings for these keywords that were or were not driving impressions and clicks. Where opportunities arose, I would develop a content strategy to improve search rankings, impressions, and clicks for that self-identified keyword group.
Ultimately, I haven’t looked back since Google encrypted Keyword data, and neither should you. Changes like this give us the opportunity to look forward, reanalyze, and improve as digital marketers. Staying dynamic means staying ahead.
