100% “Not Provided?” POV What Google’s Change Means For Organic Search

Presented by: Adam Dince, Head of Organic Search & SMO - Deluxe

@adamdince

http://www.adamdince.com

Opinions, statements, estimates and projections in this message or other media are solely those of the individual author(s). They do not necessarily reflect the opinions of Deluxe Corporation or any of its

affiliates

Source: tastymaza.com

In order to understand why Google has encrypted all organic

search query data, we’ve got to take a trip back in time

Source: backtothefuture.wikia.com

In the beginning there was Google

organic search

There was no such thing as PPC, Display

Networks, PLAs, etc. Just organic

results

Google’s search engine quickly began beating up the

competition and taking market share

And in 2000, Google figured out a way to monetize its

popularity

Since 2008, over $130b in advertising revenue

And went public!

Private company Google Publicly Traded Google

Source: YouTube.com Source: flatclassroomproject.org

“Here's the plan, we get the

warhead and we hold the

world ransom for one million

dollars.”

“Let’s organize the world's

information and make it

universally accessible and

useful..”

However, while Google’s ad revenues grew, organic

results remained the primary choice of searchers

www.devardwebsolutions.com

This meant that Google had a huge opportunity to grow

revenue by suppressing organic efforts and making organic

less appealing to marketers

Source: www.theatlantic.com

Lightened ad backgrounds

Source: http://www.business2community.com/online-marketing/pay-per-click-advertising-color-tactics-fool-eye-fill-wallet-0597804

Restricted successful organic tactics

• Press-release links

• Guest-blogging

• Widget optimization

• Unnatural links

• PageRank sculpting

• And more…

Monetized verticals

Old free

organic

Now you must

pay PLA

The banks loved

this one!

Travel industry

loved this one

But Google really struck a chord when they started

encrypting organic keyword referral data under the guise of

privacy

Source: http://searchengineland.com/google-to-begin-encrypting-searches-outbound-clicks-by-default-97435

“The privacy of searches are important—unless of

course they’re driving ad revenue. Then we don’t

care” – Google’s logic

It started out as 3%-5% of all queries and is now pointed

at 100%

Source: http://blog.hubspot.com/google-encrypting-all-searches-nj

What does “not provided” look like?

Source: doctorbulldog.wordpress.com

We’ve been…

Source: www.igadgetware.com

It’s time to freak out, right?

Source: http://mashable.com/2013/09/26/haunted-house-reactions-2013/

Those that didn’t see the 100% coming have gone mad.

However, those of us who have been expecting this for

years are prepared to succeed in a 100% “not provided”

world

Source: www.thelmagazine.com

In fact, in 2010— I started weaning my clients (top

Fortune brands) off of analyzing organic Website

performance at the keyword level

Source: jaydeanhcr.wordpress.com

How then do we draw organic insights?

Source: stupiddope.com

Here’s the approach

Source: jaydeanhcr.wordpress.com

#1. Keep a keyword-to-landing page mapping

Source: Conductor Searchlight

#2. Upload keyword to landing page mapping to SAAS,

baseline targeted keyword rankings and monitor

movement over time

Source: Conductor Searchlight

#3. Use Google Webmaster Tools and SEMRush to

identify other keywords not tracked but are ranking

Page Name

Keywords

Search

Demand

Average Rank

for All

Keywords

#3. Monitor page-level aggregate organic traffic in in

analytics tool

Source: http://gifs.gifbin.com/280sw007883.gif

Still making moves with

“not provided”!

#4. Turn your AdWords Search Query Report’s broad &

phrase match insights into actionable SEO strategies

#5. Tie data points together and drive reporting insights

for improvement

Has Google made it a lot more difficult and time

consuming to analyze organic data?

Source: Conductor Searchlight

What can be done to reduce resources needed to make

informed decisions?

Source: Conductor Searchlight

Other creative solutions are starting to make their way

into the market place

Source: Conductor Searchlight

Has Google finally killed SEO?

Source urbangeneralstore.com

Just lack-luster SEOs

Are our organic data sets missing pieces now? A little

bit, but we still have plenty to go on

Source: Conductor Searchlight

headbandsandheartbreak.wordpress.com

The bottom line is that we’ll all get by just fine in a post

100% “not provided” world

Source www.keepcalm-o-matic.co.uk

One last note, don’t believe the hype from doomsday

marketers trying to scare you in to buying their tools or

steer you off track

Source www.mirror.co.uk

The end

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