There has been a lot of fuzz about Google’s decision to not give Search Engine Search word conversion to your website. I recently wrote an article about what does Google look for on your website and there was already discussion about not getting the data anymore.
At first the data stream was cut from Google Analytics and other analytics tools, but Google Webmaster Tools still gave the listings. Today I found out that also Google Webmaster Tool access to SEO data has been cut off. I can still see, how many times my website has been listed for people searching and how many times my site has been clicked. However I can no longer see what context and content these clicks were related to. Although the data has been cut off, the customer help text still promotes content about Keywords and explain what they mean. There is no info about cutting off the keyword information.
What does this mean?
As a CMO you can’t know anymore, what content does actually drive traffic to your website. You can monitor content to which people are landing and make your insights. You can see search volumes from Google Adwords planner and recognize most used keywords to be used in your content creation. You can analyse your Google Adwords conversion success and use best working phrases in your own content production. However, the game just changed much more difficult than it used to be.
Here’s an approach to solve this challenge by KISSMetrics http://blog.kissmetrics.com/unlock-keyword-not-provided/ I think their advice has already become old – due to complete data shut down, but I’d love to hear about your solutions to SEO analysis in this situation. I’d also love to hear how this change has influenced your own media development!
Author: Toni Keskinen, Marketing Architect & Customer Journey Designer
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