Measure SEO results beyond keyword success as over 30 percent of queries are ‘not provided’

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by Brafton Editorial
Google's encryption service may be frustrating for marketers focusing on SEO. Diverse, custom content can help bridge gaps.

For content marketers invested in creating the best SEO strategies, Google’s encryption service may be frustrating. About a year ago, Brafton reported that Google had announced enhancements in security for users, limiting its list of provided queries visitors used to land on a site. This results in masked keywords, preventing website and analytics managers from measuring organic search-to-site activity.

Optify recently released a report detailing how Google’s encryption service has affected SEO for B2B marketers, resulting in some disparaging results. According to the study, 40 percent of searches referring traffic is cited as “not provided,” representing a 171 percent increase since the service was introduced last year. The vast majority – 81 percent of companies – see at least 30 percent of their traffic as “not provided.”Study: 39% Of Google Search Referrers Now “Not Provided”

Optify polled 424 companies with B2B websites. A total of 7,251,093 referring keywords were tracked to the sample set.

“This is yet another example of how the SEO practice is at the mercy of search engines, and we believe it’s time for B2B marketers to focus on the data they have for creating a personalized experience for their visitors and leads,” said Rob Eleveld, CEO of Optify. “If you are a digital marketing agency providing only SEO services, it’s time to start diversifying.”

Because search engines have so much power, it is essential that marketers include diverse, custom content as part of their overall strategies and become thoughtful about analyzing SEO success. Measuring traffic to specific entry pages – even when keywords are not provided – may help companies identify the cluster of keywords driving search visits.

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