A world without “(not provided)”: How unlocking organic keyword data leads to a better web

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Beginning in 2011, search marketers began to lose visibility over the organic keywords that consumers were using to find their websites, as Google gradually switched all of its searches over to secure search using HTTPS.

As it did so, the organic keyword data available to marketers in Google Analytics, and other analytics platforms, slowly became replaced by “(not provided)”. By 2014, the (not provided) issue was estimated to impact 80-90% of organic traffic, representing a massive loss in visibility for search marketers and website owners.

Marketers have gradually adjusted to the situation, and most have developed rough workarounds or ways of guessing what searches are bringing customers to their site. Even so, there’s no denying that having complete visibility over organic keyword data once more would have a massive impact on the search industry – as well as benefits for SEO.

One company believes that it has found the key to unlocking “(not provided)” keyword data. We spoke to Daniel Schmeh, MD and CTO at Keyword Hero, a start-up which has set out to solve the issue of “(not provided)”, and ‘Wizard of Moz’ Rand Fishkin, about how “(not provided)” is still impacting the search industry in 2017, and what a world without it might look like.

Content produced in association with Keyword Hero.

“(not provided)” in Google Analytics: How does it impact SEO?

“The “(not provided)” keyword data issue is caused by Google the search engine, so that no analytics program, Google Analytics included, can get the data directly,” explains Rand Fishkin, founder and former CEO of Moz.

“Google used to pass a referrer string when you performed a web search with them that would tell you – ‘This person searched for “red shoes” and then they clicked on your website’. Then you would know that when people searched for “red shoes”, here’s the behavior they showed on your website, and you could buy ads against that, or choose how to serve them better, maybe by highlighting the red shoes on the page better when they land there – all sorts of things.”

“You could also do analytics to understand whether visitors for that search were converting on your website, or whether they were having a good experience – those kinds of things.

“But Google began to take that away around 2011, and their reasoning behind it was to protect user privacy. That was quickly debunked, however, by folks in the industry, because Google provides that data with great accuracy if you choose to buy ads with them. So there’s obviously a huge conflict of interest there.

“I think the assumption at this point is that it’s just Google throwing their weight around and being the behemoth that they can be, and saying, ‘We don’t want to provide this data because it’s too valuable and useful to potential competitors, and people who have the potential to own a lot of the search ranking real estate and have too good of an idea of what patterns are going on.

“I think Google is worried about the quality and quantity of data that could be received through organic search – they’d prefer that marketers spend money on advertising with Google if they want that information.”

Where Google goes, its closest competitors are sure to follow, and Bing and Yandex soon followed suit. By 2013, the search industry was experiencing a near-total eclipse of visibility over organic keyword data, and found itself having to simply deal with the consequences.

“At this point, most SEOs use the data of which page received the visit from Google, and then try to reverse-engineer it: what keywords does that page rank for? Based on those two points, you can sort of triangulate the value you’re getting from visitors from those keywords to this page,” says Fishkin.

However, data analysis and processing have come a long way since 2011, or even 2013. One start-up believes that it has found the key to unlocking “(not provided)” keyword data and giving marketers back visibility over their organic keywords.

How to unlock “(not provided)” keywords in Google Analytics

“I started out as a SEO, first in a publishing company and later in ecommerce companies,” says Daniel Schmeh, MD and CTO of SEO and search marketing tool Keyword Hero, which aims to provide a solution to “(not provided)” in Google Analytics. “I then got into PPC marketing, building self-learning bid management tools, before finally moving into data science.

“So I have a pretty broad understanding of the industry and ecosystem, and was always aware of the “(not provided)” problem.

“When we then started buying billions of data points from browser extensions for another project that I was working on, I thought that this must be solvable – more as an interesting problem to work on than a product that we wanted to sell.”

Essentially, Schmeh explains, solving the problem of “(not provided)” is a matter of getting access to the data and engineering around it. Keyword Hero uses a wide range of data sources to deduce the organic keywords hidden behind the screen of “(not provided)”.

“In the first step, the Hero fetches all our users’ URLs,” says Schmeh. “We then use rank monitoring services – mainly other SEO tools and crawlers – as well as what we call “cognitive services” – among them Google Trends, Bing Cognitive Services, Wikipedia’s API – and Google’s search console, to compute a long list of possible keywords per URL, and a first estimate of their likelihood.

“All these results are then tested against real, hard data that we buy from browser extensions.

“This info will be looped back to the initial deep learning algorithm, using a variety of mathematical concepts.”

Ultimately, the process used by Keyword Hero to obtain organic keyword data is still guesswork, but very advanced guesswork.

“All in all, the results are pretty good: in 50 – 60% of all sessions, we attribute keywords with 100% certainty,” says Schmeh.

“For the remainder, at least 83% certainty is needed, otherwise they’ll stay (not provided). For most of our customers, 94% of all sessions are matched, though in some cases we need a few weeks to get to this matching rate.”

If the issue of “(not provided)” organic keywords has been around since 2011, why has it taken us this long to find a solution that works? Schmeh believes that Keyword Hero has two key advantages: One, they take a scientific approach to search, and two, they have much greater data processing powers compared with six years ago.

“We have a very scientific approach to SEO,” he says.

“We have a small team of world-class experts, mostly from Fraunhofer Institute of Technology, that know how to make sense of large amounts of data. Our background in SEO and the fact that we have access to vast amounts of data points from browser extensions allowed us to think about this as more of a data science problem, which it ultimately is.

“Processing the information – the algorithm and its functionalities – would have worked back in 2011, too, but the limiting factor is our capability to work with these extremely large amounts of data. Just uploading the information back into our customers’ accounts would take 13 hours on AWS [Amazon Web Services] largest instance, the X1 – something we could never afford.

“So we had to find other cloud solutions – ending up with things that didn’t exist even a year ago.”

A world without “(not provided)”: How could unlocking organic keyword data transform SEO?

If marketers and website owners could regain visibility over their organic keywords, this would obviously be a huge help to their efforts in optimizing for search and planning a commercial strategy.

But Rand Fishkin also believes it would have two much more wide-reaching benefits: it would help to prove the worth of organic SEO, and would ultimately lead to a better user experience and a better web.

“Because SEO has such a difficult time proving attribution, it doesn’t get counted and therefore businesses don’t invest in it the way they would if they could show that direct connection to revenue,” says Fishkin. “So it would help prove the value, which means that SEO could get budget.

“I think the thing Google is most afraid of is that some people would see that they rank organically well enough for some keywords they’re bidding on in AdWords, and ultimately decide not to bid anymore.

“This would cause Google to lose revenue – but of course, many of these websites would save a lot of money.”

And in this utopian world of keyword visibility, marketers could channel that revenue into better targeting the consumers whose behavior they would now have much higher-quality insights into.

“I think you would see more personalization and customization on websites – so for example, earlier I mentioned a search for ‘red shoes’ – if I’m an ecommerce website, and I see that someone has searched for ‘red shoes’, I might actually highlight that text on the page, or I might dynamically change the navigation so that I had shades of red inside my product range that I helped people discover.

“If businesses could personalize their content based on the search, it could create an improved user experience and user performance: longer time on site, lower bounce rate, higher engagement, higher conversion rate. It would absolutely be better for users.

“The other thing I think you’d see people doing is optimizing their content efforts around keywords that bring valuable visitors. As more and more websites optimized for their unique search audience, you would generally get a better web – some people are going to do a great job for ‘red shoes’, others for ‘scarlet sandals’, and others for ‘burgundy sneakers’. And as a result, we would have everyone building toward what their unique value proposition is.”

Daniel Schmeh adds that unlocking “(not provided)” keyword data has the ability to make SEO less about guesswork and more substantiated in numbers and hard facts.

“Just seeing simple things, like how users convert that use your brand name in their search phrase versus those who don’t, has huge impact on our customers,” he says. “We’ve had multiple people telling us that they have based important business decisions on the data.

“Seeing thousands of keywords again is very powerful for the more sophisticated, data-driven user, who is able to derive meaningful insights; but we’d really like the Keyword Hero to become a standard tool. So we’re working hard to make this keyword data accessible and actionable for all of our users, and will soon be offering features like keyword clustering – all through their Google Analytics interface.”

To find out more about how to unlock your “(not provided)” keywords in Google Analytics, visit the Keyword Hero website.

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