There has been recent news that has drawn a big question mark on the future of online marketing. According to Google, the organic search activity will be encrypted. It means that analytics programs will not be able to derive what terms are most searched on the web. They will return “not provided” instead!
Webmasters are greatly disappointed and depressed with the news. They are unable to determine the right strategy to tackle the issue. Organic search marketing has been seen as an appropriate mechanism and the recent changes will make it obsolete. Keyword specific search gives a clear understanding about the budgets to be planned for online marketing. The recent changes will make it impossible.
The way forward
Experts suggest a few tips to know the keyword specific search details in so-called “not provided” era. However, you need to prepare right now and start working in the right direction.
a. Use Google analytic tool to extract the previous month’s data. You can do it by navigating to the “Landing Pages” report in the “Site Content” page.
b. Make a comprehensive list of keywords and keyword ranking using tools like SEMRush. Use other tools and keep on searching the keywords periodically. Remember, you need to append the list moving forward. Making a base list and updating it periodically using paid search is the best thing.
c. Google Planner will be useful in finding out the exact keywords in the future also. Planner tool has successfully replaced Google Keyword tool. Use the option “Get traffic estimate for a list of keywords”. Enter the list of keywords and turn the bid range up. It is a fantastic option to know the keywords in the same way it is available today. You can know about the search volumes and phrase volumes. Download the statistics in the desired way and you can know the exact percentage of volume shared by different keywords.
d. CTR ratio can also be derived using different tools. Using the details derived by the earlier steps can be used for estimating traffic density for a specific keyword. You can calculate keyword specific organic traffic as well by dividing the overall traffic by traffic for each keyword. You can compare it with the exact traffic calculated by the Google Analytics tool. Undoubtedly there will be a difference, but it is ok. It is anyway a benchmark figure that gives a fair idea about traffic distribution. You can multiply the total landing page traffic by the percentage of each keyword with respect to the overall traffic. It will give the specific traffic for a keyword.
It is necessary to define strategy for determining exact keyword search in the context of “not provided” era. Though it is still confusion about the way things will change in the future, but one should be ready to cope-up with the situation. Using the available tools in a wise way could give significant information about keyword density and keyword search. Analysis of third-party data can tell the keywords to focus on.