How do you find a hairdresser in Den Helder? You search for "Den Helder hairdresser". As a hairdresser, it is nice to know that you are also found well on "hair extensions clear" or "bangs cut clear".
But since September 23 2013 lets Google search all its users via 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 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 secure searches whose keywords you no longer see. This has been growing since May 2012: when Google searches by Google users (search engine and Chrome) started as "secure search" to be carried out. The number of Chrome users is still growing, and since July 2012 Firefox has also started secure search. Many American 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 at 30% according to this article on Frankwatching.[syntax type = "html | php | js | css"] A Google user has a login to Google for 1 of her services: Google search, Gmail, Google+, Youtube, Google Drive, Google Calender and Chrome. [/ syntax]
How can 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 this; 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 31-12-13 the exact number of clicks shown.
- Secure search mainly has an impact on organic search results. Search results via Google Adwords tool Keyword Planner remain visible. And even though keywords for organic and paid search are not always the same, it still provides insights.
- By looking the other way around: which pages get a lot of organic traffic? Can you find out how you earned that traffic and which content takes care of this. The focus is more on quality content. Which content delivered which conversion?
- Ask your customers: "Which 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 (thanks in part 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) is monitoring the internet on a huge scale.
- Browser makers respond to current sentiments about privacy.
- From July 2012, Firefox and Safari searches are standard via secure search, and from February 2013 in Google Chrome. The share of Chrome and Firefox continues to rise at the expense of Internet Explorer.
The official reason that Google now protects all organic searches is to ensure the privacy of its users. This is not in line with the fact that searches via AdWords 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 adaptation of Google content becomes more important, and with that the user and ultimately the website is best served.