(Keyword not provided) by Secure Search
How do you find a hairdresser in Den Helder? You are searching for “hairdresser Den Helder”. As a hairdresser, it's nice to know that you are also well-known for "hair extensions den Helder" or "bangs cutting den Helder".
But since September 23 2013 Google allows all its users to search over a secure connection. Consequence? You no longer see which keywords visitors used to find your site. In your web analysis software, such as Google Analytics, you have become half blind to the organic search traffic.
Keyword (not provided) by “Secure search”
In Google Analytics see you below Traffic Sources / Searchmachine optimalisation / Searches the percentage (not provided) grow. These are secured searches for which you no longer see the entered keywords. This has been growing since May 2012 when Google started searches by Google users (search engine and Chrome) by default as “secure search" to be carried out. The number of Chrome users is still growing, and since July 2012, Firefox has also started using secure search. Many US sites are already on 50% according to the research Secure Search Report – August 2013 from research agency BrightEdge, in the Netherlands this is still running against 30% according to this article on Frankwatching.[syntax type=”html|php|js|css”]A Google user has a login with Google for 1 of its services: Google search, Gmail, Google+, Youtube, Google Drive, Google Calendar and Chrome.[/syntax]
How do you find out which keywords your visitors used to find your site?
Do you still want insight into the search behavior of your visitors? There are a number of other methods for that; however, these are less easy to apply than before Google Analytics.
- Use Google Webmaster Tools. It does not have the advantages of Google Analytics, but it does provide the necessary insights on which you can continue to optimize your site. Since 12/31/13 the exact number of clicks shown.
- Secure search mainly impacts organic search results. Search results via Google Adwords tool keyword planner remain visible. And while keywords for organic search and paid search are not always the same, it still provides insights.
- By looking the other way: which pages get a lot of organic traffic? Can you find out how you earned that traffic and which ones? content takes care of this. The focus is more on quality content. Which content delivered which conversion?
- Ask your customers: “What keyword did you find us on?” Include this question as standard in every customer survey.
Why has the Secure Search share grown?
- Visitors know more about their privacy (partly thanks to sharing photos via Facebook) and want to protect it better themselves.
- In America this year was a major scandal when it became known that the NSA (American secret service) monitors the internet on a huge scale.
- Browser makers are capitalizing on current sentiments about privacy.
- As of July 2012, Firefox and Safari searches are done via secure search by default, and as of February 2013, Google Chrome. The share of Chrome and Firefox continues to rise at the expense of Internet Explorer.
The official reason Google now protects all organic searches is to protect the privacy of its users. This is just not in line with the fact that searches via Adwords do remain visible. Critics therefore point to commercial reasons.
Content is king
In search engine optimization the focus was mainly on the proper processing of keywords. With this adjustment of Google, content becomes more important again, and thus the user and ultimately the website is best served.