Keyword Data Is NOT the End of SEO

SocialB Digital Marketing Blog Last modified: 09 Oct 2013 by Lynsey Sweales
Social Media

Google has made several large algorithmic changes during 2013. The last and most recent one is proven to be a real headache for many marketers and companies.

With Google’s “Goodbye, Keyword Data” change, all searches now happen on encrypted servers, eliminating keyword data previously provided to site owners. For companies that rely heavily on their keyword rankings, this can be detrimental as they are no longer able to segment users by keywords within their web analytics software.

Currently, it routes the click to the website through a ‘redirect’. This means the website the user landed on has no idea what actual keywords he or she found the website under, and what keywords were used that brought the user to the website. Nightmare? Not really, it could present a huge opportunity for companies!

Our 7 top tips to still drive traffic to your website:

  • Improve your content: This is a huge opportunity for companies to start focusing on writing valuable and fresh content on their websites and on converting their visitors into customers! What about starting a Blog?
  • Focus on Social Media: Start investing more on your social media presence through providing valuable and engaging content to your audience driving them to your website. Create true relationships with your audience! If you’re not sure how to do this check these great tips on how to use social media marketing.
  • Take advantage of AdWords: Only natural search clicks are affected by this recent change. Google AdWords advertisers still have full access to the keywords on every ad click made on their ads, so take advantage of that in order to use those keywords in your content.
  • Look at Non-Google Keywords: Keyword data from other search engines, like Bing, for example, still send keyword data through so you still can get an idea of what keywords are bringing traffic, especially if your site has a significant amount of traffic.
  • Use Google Webmaster Tools: You can still get keyword data in Google Webmaster Tools by clicking on Search Traffic and Search Queries, including search data from encrypted searches. Actually, this is currently the only reliable and accurate way to get keywords from Google encrypted search!
  • Set up an on-site search: If you don’t have a search tool on your homepage, consider adding one so you can track the keywords that your visitors are searching for in your website and track the ones that are really converting.
  • Use Google Trends: If you notice a spike in your website’s traffic, consider using Google Trends. It can possibly give you an idea on what specifically is trending to bring you traffic and why.

Is this recent Google change currently affecting your business? Share it with us in the comments section below.


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