In October 2011, Google extended the use of an encrypted SSL (Secure Sockets Layer) protocol to its primary product, Google search. This meant that websites could no longer record referral data from search engine users who were logged into their Google accounts while using the search function.

The ultimate manifestation of the encryption was Google removing useful Google Analytics keyword data and replacing it with a far less useful “(not provided)” category. The (not provided) label is given to the collection of organic keywords used to find a website. Think of it like this: if Google had to hide all your organic keyword data in a dark room only they had access to, (not provided) would be what they put on the door.

According to Google, this was a decision based purely on the grounds of privacy protection. However, the online marketing fraternity argued that if Google really wanted to protect the privacy of its users, it would also encrypt search data of AdWords, which is of course Google’s number one source of revenue. To shed some light on this issue, check out this article on why Google might have made the change.

No Need to Panic

Some experts felt that this was Google’s way of finally clarifying how it felt about the SEO industry, with many speculating that this was the end of the industry altogether. But Matt Cutts, the head of Google’s webspam team, did his best to allay these fears by claiming that (not provided) will only have a single digit percentage impact on data. We needn’t worry.

This Has Not Been the Case

While (not provided) data started trickling in slowly, due to the fact that the update was a multiphase update - starting with Google.com and cascading down to local versions, it has started to pick up steam. The SSL update appears to have hit Google.co.za in mid-March and early indications point to the conclusion that Cutts was either misinformed or purposely gave misleading information.

How Much Keyword Data is Google Locking Away?

Well, taking the data from the website below as an example, we find that (not provided) has indeed risen sharply since the March update.

Looking at the above graph there are two key takeouts:

• Google’s predictions are off and (not provided) affects more data than communicated with 12.2% of data being affected in April alone.
• (not provided) is a growing trend with (not provided) data in May already creeping towards the 15% mark.

So What Does This All Mean?

First and foremost, it means adapting the metrics on which you report. Start by setting up (not provided) tracking in Google Analytics. A simple way to do this would be to set up and include a ”keyword containing (not provided)” advanced segment in Google Analytics. This way you can have the information at the touch of a button.

We’d then recommend including (not provided) in reports. Clients should be shown that (not provided) is now a third contender in the ongoing branded vs. unbranded data battle. If you are reporting on “number of referring keywords” data in particular, then numbers will be dropping as a result of the update. Including (not provided) data will help explain the discrepancy.

In the long term, we will all need a way around this. Check out an earlier post by Tim Withers, which sheds some light on how you can go about getting indicative keyword data.

Remember that when it comes to indicative data, you will need to extrapolate what you have in order to really dive into what it means. Unfortunately you’ll have to do this without brand/non-brand segmentation or conversion tracking in Google Analytics. Check out this tool, which will help in automating the process of extrapolating and assigning (not provided) to either a branded/non-branded segment. SEO tools FTW!

If Google has taught this industry nothing else, it’s that we need to be flexible to its changes. At Quirk we believe that a client is ultimately paying for a report and unfortunately that is where Google’s changes are most often reflected.  With this in mind, aim to build robust reporting templates, where metrics can be seamlessly added or removed, based on significant industry changes.

Ultimately, while Google is fairly good at making us aware of changes, which are often graciously implemented in phases, the reality is that metrics that are available one day might not be there the next. It is vital that you put yourself in a position where you can shift the focus of your reports based on a combination of what the client wants to see and what you have to work with.