Google’s encrypted hunt information is augmenting in volume any month. Beginning in a US final Oct and expanding to a UK in Mar this year, logged in Google users now have their hunt information encrypted, withdrawal web analytics program blind to their keyword data. The difference “not provided” seem in brackets in keyword reports for these encrypted searches. Then, in Jul Firefox 14 was expelled with encrypted hunt as a default for all a users, serve augmenting a volume of “not provided” keywords. Firefox has a 22% marketplace share and we would assume a destiny chronicle of Chrome will do a same, adding their 28% marketplace share to a mix. In short, “not provided” keywords are on a arise and it doesn’t demeanour like it’s going to change any time soon.
Most SEOs have been wakeful of this boost via 2012, with many (rightly in my opinion) presaging it will arise to 80-90% of all Google hunt traffic. As such, SEO blogs are full of posts about how to get turn a issue, minimise a effects or adapt to a new landscape.
What we haven’t seen is a blog about a impact of “not provided” keywords on information research and stating this year.
The outcome of “not provided” has been to brew many keywords into 1 in analytics and rather than do it suddenly, it’s gradually crept adult all year. This means comparing hunt information to prior years or even within this year has turn many harder. There are now a series of dark pitfalls interjection to “not provided” information and they can all means misinterpretations of a site’s data.
All 3 of a next have fooled me and a self-administered front slaps have got louder with any new one. After a 3rd time it happened to me, we realised it was time to get munificent and blog about it so we could equivocate these perils.
1. The Long Tail Illusion
A metric we use to uncover an outcome of SEO work is a expansion of a series of keywords a site gets trade from. As a site’s management and calm increases, so does a series of keywords, quite prolonged tail, it ranks for. Also, in diagnosing changes in traffic, looking during a series of referring keywords can assistance diagnose a cause.
“Not provided” information is causing a series of referring keywords to dump since many keywords are being reduced to only 1: “not provided”. This can outcome in a perplexity of a information and a sense that a site is losing prolonged tail rankings when it isn’t.
2. The Reduced CTR Fallacy
While it’s loyal that organic SERPs have been losing trade share this year, this outcome is farfetched by “not provided” information in Google. All of a site’s keywords will have seemed to have mislaid trade in 2012 since many of these searches will be encrypted and shown as “not provided”. You might be saying a detriment of trade for a keyword that has hold a ranking all year and logic this is since of mislaid CTR. It’s probable it’s only since many visits are now called “not provided” now.
3. The Brand to Non-Brand Ratio Error
A reduction common metric for hunt stating is a ratio of code to non-brand traffic. If you’re operative on augmenting a rankings of non-brand keywords, we will be awaiting to see a ratio grow in non-brand’s favour. Again, “not provided” is entrance along here to spoil a party. Arguably, we need to mislay a “not provided” keywords out of a mix. But if you’re starting ratio is 80:20 to code afterwards it is code that will remove a many share to “not provided”. It will seem that non-brand is augmenting and code is dwindling though this might not be a case.
As we say, all a above issues have held me out this year. They are unchanging metrics and we might even have them saved as tradition reports in Google Analytics. I’d be really meddlesome in conference if anyone has indeed done these mistakes, like we did.
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