Alternate Path to Organic Keyword Data

Alternate Path to Organic Keyword Data

As a direct result of switching to Google’s secure connection (https) and encrypting user searches, we see how the increasing amount of keyword data in Google Analytics falls under the category (not provided).

Alternate Path to Organic Keyword Data
Alternate Path to Organic Keyword Data

About 12% of search queries were ‘not provided’ in November 2011; Percent up to 50% increased by August 2013, closing at 80% and 100% by December 2013. (Source:

Gradually, we reached that moment when we were so scared, that moment when search data did not return to us, we made a huge void in our analysis.

100% tragic moment (not provided) keyword

When (not provided) takes most of your keyword list, you have to face a new set of challenges. You need to find a solution for each task during your tenure, depending on the organic keyword data.

The biggest impact of this change on SEO was the fact that it cripples your ability to measure, evaluate, and report your workforce’s effectiveness to your customers or employers.

In addition, without keyword data, now you are not allowed to directly segment users within your web analytics software, branded versus non-branded keyword trends can not be monitored. You are now facing the impossibility to point out new or in-force search terms, which could potentially generate traffic to your website.

Can we get my way back for unavailable questions?

Fortunately, these search queries are not completely hidden by us. There are other websites in which you can access organic search data for your websites:

  • There is a significant amount of keyword-specific data available in Google Webmaster Tools, which includes keywords for encrypted search queries. By linking GWT with Google Analytics (GA), you can access this data directly from GA.
  • Displays specific keyword data for Google AdWords Payment Campaigns (PPC), but when you set up your organic campaigns, you can easily rely on this information.
  • Non-Google search engines still pass some keyword data to webmasters. However, as of March 31, 2014, all Yahoo properties will also switch to encrypted search, which will make search data unavailable. For Bing, although it has already switched to SafeSearch, it is not the default option for users, so only a small amount of the searchers use it.
  • Site Search can give you a great idea about the keywords used by your visitors while searching for your products or services. If you need help setting up a site search for your website, then this article gives great instructions for it.
  • For a more complex idea how different tools can provide you with a piece of missing information, I recommend you also look at these great articles:
  • Google ‘(not provided)’ keyword: 10 ways to get organic search data
  • The keyword is not available [not available] How to get a list of 11 active posts

Can we gain the ability to report?

Although as SEO professionals, we use together to combine the data gathered from many sources, these new keywords bring some new data to the sources that we are now forced to use.

Thanks for the search query (thank you), so that you can prove to your customers that payment of your optimization efforts has been translated into traffic and conversions, you have to reconfigure your entire reporting flow.

Let’s break things up:

Step One – Collect and Secure Data

Due to the next best thing that has been provided before (not provided) era by us, Google Webmaster Tools will probably become your primary keyword data source.

In order to efficiently use this data, you must first know that this information is only available for 90 days in your GW account, so continuous, timely, backup is necessary.

For this, GWT provides direct ‘download’ options for both CSV file for raw data and charts or your Google Drive. However, this schedule does not have the ability to automate this task, so you can either do it manually for every three months or add your GWT account to an extra surveillance system for you to capture information.

Keep in mind that connecting GWT with GA does not secure data over a standard 90-day period.

Step Two – Compilation Report

Since keyword data has served many purposes in your reporting flow, there are several types of reports that have been affected by (not provided) change. We will discuss the three most common types of reports like this:

  • Evolution of organic keyword traffic

Metrics for biological keywords provide GWT, which is found in GA, changes keyword traffic by estimating:

Only impressions, clicks, CTR, and average position metrics are available for each search term, click metrics remains the only indicator of keyword performance.

Although at first glance it may seem similar to the old traffic metric, you should keep in mind that the click value is different from the actual visit value. Google has to do this with a way to count them. For example, it is counted as one click but there are no visits in cases: when a user clicks on your website in the search results, but when the user clicks on your website, then it is fully loaded Before the page closes (counts as one click and no visits) in the 30-minute time frame in search results twice (in the form of two clicks) But only one visit) or when users do not enable javascript in their browser, then go from your search results to your site (GA Track only visits from JavaScript enabled users).

  • Brand awareness monitoring (branded vs non-branded keywords)

Branded segments operated from non-branded traffic operated on your website have also changed, now only limited to the data provided by GWT. Even if you import data from GWT to GA, you can not create advanced segments to determine branded traffic as if you were previously (not provided). Therefore, the remaining solutions are only that you either manually process CSV export or use dedicated software to manage your keyword list.

Regarding any type of spreadsheet, you should allow to create advanced filters to split daily traffic (clicks) into branded and non-branded and get something similar:

  • Identify bad customized rules and pages

As a matter of fact, by comparing keywords that are actually bringing traffic with your performance in the SERP, you are able to focus on your efforts, but are poorly adapted. Although GWT reports provide you relevant information for this task, you still have to pay attention to some aspects.

First of all, note that the information you see in the top query report is only relevant at the website level:

“Impressions- The number of times any URL from your site appeared in the search results viewed by the user, not including paid AdWords search impressions. Clicks – Number of clicks on your website URL from Google search results page, in which paid Clicks on AdWords search results are not included. […] In which case a query returns more than one URL from your site, the average position is the most prominent in the search results And based on Uarel when your site appear only a few URL. ”


This means that if you are struggling to promote the landing page on your site for a particular keyword, but for example your website index page is ranked for that period on a high duration, then in the top query report The information provided by GWT is not relevant to evaluate the performance of your landing page. You will see the average position of your index page and the click and impressions of all the website pages for that period.

If you want to see this information in line with each ranking URL, you will have to click on the desired query and access the detailed report. For a complete view, you need to download all detailed reports and merge them into a separate spreadsheet.

Second, the average position is not just a general metric, which is calculated for all URLs in the website, but it is also the average of top posts:

“To calculate the average position, we keep your site’s top ranking URL in mind for a particular query. For example, if Jane’s query returns your site as a # 1 and # 2 result, And David’s query brings your site back to position # 2 and # 7, then your average top position will be 1.5. ”


Therefore, the average position is relevant only for the utopian case when your website is only for the landing page with each keyword, which you are specifically optimized and tracking. We all know that this happens rarely, and you will often find the average position metric to be insufficient in your analysis.

Ideally, you want to add the updated keyword ranking and the search volumes added to the recovery data from Google’s website tools in a report, for example, a low-ranking keyword that however collects a large number of monthly searches but Only a few real clicks


Although (not provided) we would have left us in the dark, things were not bad at the end. Google Webmaster Tools is a great tool, which has been leveraged and added appropriately to the additional sources of data,

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