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Google decided to kill SEO business

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!

More:

No Data For You: SEO Experts Offer Opinions On Google’s Move To Withhold Even More Search Term Data

Goodbye, Keyword Data: Google moves Entirely to Secure Search

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

Join FutureCMO Movement LinkedIn Group here

 


5 Comments

  1. You can always tell when someone’s scared – they either withhold the truth or tell untruths.

    I don’t know why Google is scared; their profits are substantial and their market share exceptional.

    In any case, I have always rated SEO as a secondary marketing channel – if only because of its lack of speed. Adwords (or Bing) even if used sparingly will kick-start an SEO campaign much faster. It’s sheer dynamism will take your breath away – but that’s no reason to force it on people.

    That’s for losers, and Google shouldn’t be taking that position.

  2. Hi Toni!

    Thanks for a nice post. I’ve been following the same development of Google shutting down information and trying to prevent us SEOs from getting keyword related reporting. How ever I think SEO business is not dead although Google wants your all Search dollars spent on their AdWords product. 🙂

    My opinion on this issue is that when Google does not want us SEOs to go after keyword rank checking and tweaking sites based on that information, Google is kind of pointing us into a new direction: “Stop looking at this data which won’t actually even help you to rank better nor drive any more traffic to your grumpy old site. Please start creating better content!” CMOs can always log into GA and see which are their most popular landing pages and ask their SEO to provide more pages like that. (Yes, content is the key of every successful SEO case and if your search team is not content driven, there’s something wrong about it!)

    Google is truly a bit evil for a marketer but very gentle to their share holders as they want to force us to spend more on AdWords and then matching the visitor data with AdWords data. CMO should alway hire a “Search guy” who compiles with both SEO and PPC, not just some PPC planners into one silo and SEO Consultants into another.

  3. I always vote for tearing down silos and looking at the best total outcome. In that sense I agree. However, I am missing the Google Webmaster Tools Keyword listing, because it told me what terms list my site most often on Google listing. The ranking result naturally told me whether I was any good in the competition, but the volume data was very interesting and told me a lot about content that was driving interest and traffic.

    Naturally shares, links to your site, new content creation activity and quality of content influence your page ranking very much. The keyword data though was also interesting in larger perspective – like seasonal changes, new interest categories, recognizing customer’s true drivers and leveraging insights from those across all communication channels and advertising – not just SEO and page ranking. Using Google as qualitative and quantitative research panel is no longer as valid a tool as it used to be.

  4. Thanks, A very useful information .

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