While this change does mask some valuable data, we need to develop strategies to work efficiently with the data we can extract.
Wayne, NJ (PRWEB) December 27, 2012
Ballantine Digital, a New Jersey-based provider of search engine optimization (SEO) and social media solutions to mid-sized companies, has published a new blog post describing Google’s decision last year to encrypt keyword referrer information and how to deal with the effects of this decision.
About a year ago, Google began encrypting the keyword referrer information of users who were logged in, whose personal identity information was available to advertisers. Theories vary on the reason for Google making this change, and although Google announced that only single digit percentages of traffic would be affected, it has played out that larger numbers of “Not Provided” data are appearing in referring search queries.
Currently, “Not Provided” results cover about 20% of referring search queries, and as searches through Google+ and Android devices continue to increase, it’s expected that this number could climb as high as 40% within the next year. This increase means that businesses concerned with their online visibility and website marketing need to adapt to the impact of this lost data.
Ballantine Digital, in this new blog post, lays out five tips for how to approach this problem, beginning with accepting that “Not Provided” results are here to stay, understanding the problem and the mechanisms involved, then learning to interpret the data that is provided to provide meaningful conclusions. The blog post also provides other suggestions, such as uncovering branded keywords.
Ryan Cote, Director of Marketing for Ballantine Digital notes, “Google is a significant provider or organic search traffic for most companies. As a result, it's critical to monitor the changes that Google makes on a regular basis and assess the best ways to adapt to those changes to ensure ongoing success in your online marketing strategies. While this change does mask some valuable data, we need to develop strategies to work efficiently with the data we can extract.”
To read the blog post, visit http://www.ballantinedigital.com/5-tips-for-dealing-with-googles-not-provided-data/.
About Ballantine Digital:
Ballantine Digital provides full-service SEO & social media solutions to mid-sized companies looking for increased search engine rankings & social visibility. Ballantine also has a direct mail division, Ballantine Corporation, that's been serving clients since 1966.