social media marketing strategyEarlier in April, Search Engine Optimization masters rather essentially flew into a panic that Google’s newest development of safe surfing suggested the end to paid keyword search query information. Not so, folks! Paid search question is really much still available, and third-party resources like iSpionage’s very own KEI are important supplements. If you’re still puzzled regarding the adjustments to Google’s personal privacy search policy – and just how that effects your capacity to construct AdWords projects and also optimize search material – you’re forgiven. Records that Google would certainly quit passing keyword data along to marketers continuously swirl in the online world. Since the dirt has actually resolved a little bit, we’re below to assist separate fact from fiction. Here’s how Google’s modifications impact your business and also how you can continuously improve SEO initiatives – with or without Google keyword data.

Fact: Keyword data comes utilizing the search terms report in AdWords.

Yes, it holds true, you can still access your search phrase information in AdWords. Go to the key phrases tab as well as select the “view search terms” alternative. Ta-da! Your keyword information is all still there. And unlike records, “Browse Term Report” is NOT a new attribute in AdWords. It’s been around for a while now, although in the past it was recognized as Browse Efficiency Query Record. Still, there’s absolutely nothing to fear here, folks.

Fiction: Search phrase information is not offered for 3rd party paid search platforms.

There’s just no truth to this report. The individuals of popular third-party PPC monitoring platforms are not affected by Google’s changes. These systems gain access to search question information through AdWords API, customers will certainly remain to have access to keyword information. If you formerly relied on analyzing out search question information from a referring URL string, then you will be impacted by these adjustments. This consists of a log file analyzer device or any type of various other analytics devices that assessed referring URL strings. In order to examine your search inquiry information, you’ll need to go right to the resource currently, which is AdWords.

Fact: There’s even more to Google’s “Keyword phrase (Not Offered)” changes compared to meets the eye.

While Google officially declares the reason for these modifications is customer safety, customarily, there’s even more to this decision than meets the eye. Officially Google specifies that this adjustment is simply a continuous part of Google’s SSL security rollout. Google initially supply SSL encryption for signed-in searches in 2011 as well as extended its initiatives over the next couple of years. By 2013, “( not offered)” data accounted for more compared to 50% of all key phrases, according to a BrightEdge research study. Exactly what offers? Google’s relocation efficiently turns off competing celebration ad networks or search engines. In order for these ad networks to function, they would certainly require to have accessibility to Google’s search question data. By restricting information accessibility to customers, this effectively closes down third-party networks.

Secondly, the information restrictions mirror Google’s continuous press away from key phrases and to semantic search. Hummingbird, Google’s algorithm that introduced last loss, is built especially to power semantic search, delivery extremely contextualized results that area a greater focus on the searcher’s demands (e.g., geographical place) than just a string of key words. That’s not to claim search phrases are trivial when it involves look engine optimization. It does indicate, nonetheless, that Google is continuouslying emphasis customer intent and high quality content while slowly discouraging SEO junkies off their keyword obsession.

Fiction: Google has eliminated all access to competitor search information.

At first glance, it’s definitely mosting likely to be harder to access keyword phrase competitor search term information. Nevertheless, that doesn’t suggest access is entirely gone. Yes, you will just be able to see your very own search data via AdWords reporting. The great information, nonetheless, is that there are various other ways. For instance, one choice for basic search term info is to check out the Browse Inquiries report that’s offered using Google Web designer Equipment. This report gives accumulated information concerning the day’s top 2000 questions, as generated by organic clicks. The even much better news? Third-party devices like iSpionage’s KEI is an extra method to discover keywords that produce results also if Google were to altogether remove both rival and also individual key words data.

Fact: Keyword phrase search data can still be utilized to personalize touchdown pages.

Google’s AdWords search term report will still allow website proprietors see which search questions generated ad clicks, this information could be used to customize landing web pages. When personalizing landing pages, Google formally recommends using the key phrase that produced the ad click, instead of the query. To identify the search phrase as well as suit type, include a ValueTrack specification to your destination URLs, this will then pass keyword worth information along to your webserver.

Fiction: Google’s Changes to AdWords Search phrase (Not Offered) Data coincides as its Modifications to Look Data

A variety of search websites agree, it’s truly not reasonable to compare Google’s adjustments to Keyword phrase (Not Provided) information for AdWords with Google Analytics search information adjustments. AdWords advertisers are still able to accessibility all their information just as previously. Whether you need to do an adverse keyword development or a query development, nothing has altered concerning this process.

Folks that count on Google Analytics information, nonetheless, have actually been struck hard in the last few years. As we pointed out earlier, “( not provided)” data currently makes up more compared to 50% of all keywords in Google Analytics thanks to Google’s protected search. The loss of natural search data makes reporting a whole lot much less precise as Search Engine Optimization specialists and marketing experts not have straight access to raw data for determining different trending metrics and also key performance signs. It’s not just Google that is making safe search the new default, Firefox, Mobile Safari as well as IE10 all put actions in location to mask key words referral information. It is feasible to function around the loss of this data and there are still beneficial metrics. These include:

    1. General organic search by traffic/URL
    2. Look positions for critical terms
    3. Conversions from organic traffic/URL
    4. Search positions by keyword tag
    5. Look positions by web page tags/types

Yes, you can no longer track long-tail keyword patterns, conversions by keyword/keyword tag, or perhaps keyword traffic patterns. But it’s not the end of the world. Google Key phrase Planner as well as 3rd party tools are still unbelievably advantageous, as is a natural, instinctive understanding of the marketplace.


As Google’s Distinguished Engineer Matt Cutts has actually said, “Being successful in Search Engine Optimization will certainly be the same as it’s always been if you’re doing it right – give the users a wonderful experience.” From crafting the ideal AdWords duplicate to enhancing internet sites for natural search, the Hummingbird update last September placed an even greater emphasis on optimizing for individual experience as well as material. Google’s latest changes are genuinely a “storm in a teacup” – while a great deal of individuals originally ran scared, your keyword data is still accessible utilizing the search terms report in AdWords. And as long as 3rd party keyword preparation tools remain to gain access to search inquiry data by means of AdWords API, they will certainly still work. So what does this mean for your AdWords keyword optimization efforts? It’s company as typical for now a minimum of, just keep preserving a healthy and balanced balance in between keyword optimization, content quality as well as semantic search optimization.