Over the past few weeks, the entire digital marketing industry has been discussing Google’s announcement of their most recent update to their user protocol that is essentially going to be a huge game changer for many marketers and SEOs.
The big news?
Referring organic search keywords will be 100% encrypted (from Google’s search engine) and will no longer be visible in Google Analytics. It is important to note that you will still continue to see referring keyword data from other search engines like Bing. In a previous update in 2010, Google had encrypted referring organic keywords from users who were signed into Google. This information would show as (not provided) in Google Analytics. But now, this information is being kept confidential regardless of whether or not a user is signed into Google.
Key takeaway and bottom line
As Digital Marketing consultants, we believe this does cause a challenge and there are many opinions on what this means for the future of SEO companies. However, in the interim it means spending a little more time to gather data from multiple resources to extrapolate this data for proper use.
Our key takeaway though based on multiple opinions and discussions from the industry and information provided from Google, is that Google appears to no longer be focusing strictly on a single page but looking at the entire domain and the content that it contains as a whole. So, basically, your entire domain will be measured on the quality of content it produces and the basket of keyterms it is relevant for.
Bottom line: Build a relevant, valuable and useful site for your customers, visitors and prospective customers. This is something we have always encouraged our clients to do. Focus on your customer, where they are in the sales cycle, what information paths they will take and what information you can provide them that is valuable. Optimize for your customer and you will also be optimizing for the search engines.
Below are 4 Must Read Articles to help SEOs and marketers get the data they need:
Photo credit: Dolores Sanches