In late 2011, Google started to encrypt its searches for users who were signed into their Gmail accounts while completing searches in Google. This resulted in an increase in “not provided” keyword data being recorded in Google Analytics. In layman’s terms, this basically meant that, as a website owner, you couldn’t see the search phrase used by someone who found your website while signed into his Gmail account.
Although this was a road bump for search marketers to analyze keyword data, we rarely saw the percentage of “not provided” above 30 percent for lawyers.
In recent weeks online marketers have noticed a steady rise in the percentage of “not provided” data being passed into Google Analytics. This all came to a head on Sunday night when Google redirected all searches completed in its search engine to encrypted search. This has increased the percentage of “not provided” for organic Google searches to 95 percent or more.
What Does This Increase in “Not Provided” Keyword Data Mean for My Website?
First off, this new change will in no way change the performance of your website. What it does mean is that there is going to be a shift in the way online marketers can analyze organic traffic to your site. Some things to keep in mind:
- Don’t freak out. Google is not the only search engine out there and others still provide this keyword data.
- This should only reinforce the fact that you should not be focusing on high-level vanity keywords, but instead long-tailed search phrases that convert.
- As always, write content to inform and engage human visitors to your site and not to help improve your rankings in search engines.
- Choose another yardstick. There is a variety of other measurements to help you understand the success of your law firm’s SEO program.
If you are worried about how this news will affect your law firm’s search engine optimization, please do not fret. Foster Web Marketing’s team of attorney SEO specialists can help make sure your website is performing well even after this big piece of news from the king of search engines. Schedule a free website audit to make sure your online marketing efforts are working the way they should be.