▷ Excel in Big SEO Data despite "Not Provided" 2020 -

Encrypting browsing data makes it difficult for many SEO and digital marketing players. This does not constitute an insurmountable obstacle, far from it. Preserving the privacy of Internet users: this is the main reason put forward by Google when talking about the merits of its now famous “Not Provided” …

Not Provided, a major obstacle to SEO

This filter, introduced since 2011 on all Google analytics tools, prevents site administrators and SEOs from obtaining the keywords “referer” that caused a visit to their site. This filter therefore works as an encryption mechanism which concerns all the browsing data of a user as soon as he connects to a Google account. In practice, “Not Provided” results in the automatic passage of URLs to HTTPS – or HTTP Secure encryption.

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Obviously, the lack of information on the expressions or keywords that cause visits is an obstacle for SEO professionals. They are more and more difficult to develop a relevant SEO strategy which is essentially based on knowledge of the keywords most sought after by internet users. However, an ineffective SEO strategy exposes a site to a loss of position in search results. This downgrade could be the result of bots and algorithms from Google, which is in charge of targeting the pages that best respond to a user’s request. Navigation data is used to create content that responds to requests from Internet users.

A brief history of Not Provided

The share of navigation data provided in “Not Provided” by Google has been growing continuously since the use of this mechanism by the search engine in 2011. How did we get to this point? The answer to this question makes it possible to better understand the origins of this filter and to find the alternatives allowing to bypass it.

The deployment of Not Provided comes following a decision by Google to support the SSL protocol. This system is supposed to ensure the confidentiality of searches made by Internet users on search engines. With this protocol, navigation data becomes inaccessible to third party organizations – sellers, marketing operators … or hackers. Google’s support for this protocol resulted in October 2011 in the beginning of encryption of part of the requests made by Internet users with a Google+, Gmail, YouTube account or one of its many services. Insignificant at the outset, the share of encrypted data increased significantly between October 2011 and September 2013. Keywords and organic search data provided in “Not Provided” on Google Analytics are becoming more and more frequent.

Google took it to the next level at the end of 2013 by adopting SSL as the default encryption value for searches carried out on its search engine. All requests are therefore launched in “// https”, a change that makes the data on keywords more scarce on analytics tools. Taken aback, SEO professionals are surfing around turnaround discussions to criticize Google over its supposed sales of browsing information and data to its Pay-per-Click customers. The Mountain View company denies these accusations and announced in April 2014 the end of PPC campaigns on its platform.

The rate of data in “Not Provided” on Google Analytics should not exceed 10%, according to the statements of the firm at the beginning of the encryption of the requests. This announcement stands in stark contrast to the reality on the ground. Since the deployment of Not Provided, we have indeed observed in retreat the progression of encrypted data on Google Analytics. Our research revealed a steady increase in the proportion of information provided in Not Provided on Google analysis tools, to reach 84% in April 2014. This rate represents an overall average and not a fixed value for all. the sites. The browsing data on certain platforms – notably sites containing few pages – are indeed weakly encrypted, while “Not Provided” seems to particularly affect large sites with very complete pages.

The importance of data in SEO

The encryption of site navigation data is problematic for many of the sites we have discreetly followed. We were particularly struck by the case of one of these URLs. Our figures indicate that this site obtains 82% of its organic traffic in 30 days thanks to keywords indicated in “Not Provided” on Google Analytics. Logic dictates that the SEO or administrator of this site wants to know the keywords in question in order to adapt their communication strategy accordingly. His frustration must be even greater if the keywords in question have generated thousands or tens of thousands of visits.

This example among many others shows the importance of knowing the origin of organic traffic on your site. Identifying the expressions that generate the most visits first allows you to better target the audience of your site, thanks to a marketing strategy adapted to your buyers personas. The absence or lack of relevant data will necessarily be detrimental to the relevance of your online communication operations. The damage caused can appear at any stage of the development and implementation of your online marketing strategy.

Data during Benchmarking and the development of an SEO strategy

A SEO or marketer in charge of a new site or the study of a new market always relies on keyword data to identify the most popular and most requested expressions. Access to this data would also allow him to study how competitors position themselves on these keywords. This information is very useful to him when establishing his own SEO strategy, adapted to the targets he seeks to reach in the market.

The importance of keyword data in content marketing

Internet users’ preferences for content change over time, depending on current news, but also according to their moods. The performance history of certain keywords allows in this sense to identify the themes that interest internet users at a specific time. A good administrator will be able to jump at the opportunity to add a section or create content that is close to these themes and current research trends.

Keywords in link-building exchanges

Promoting content or a site with influencers such as bloggers or journalists is an integral part of the SEO’s responsibilities. The standard approach then consists in offering quality content to the influencers in question in exchange for a few back links pointing to the site at the expense of the SEO. These links can be free or paid and are anchored on carefully chosen keywords. In this case, the keyword data makes it possible to classify the most fruitful link exchanges with influencers, by comparing the visits obtained from their respective platforms. This possibility being abrogated by data encryption by Google, third-party tools are necessary to measure the number of visits generated alongside an active link-building strategy.

These examples are just a tiny fraction of the many circumstances in which Google encrypted navigation data matters to a sales company., a marketing agency or a lambda SEO. The increase in the rate of “Not Provided” data excludes any possibility of change on the side of Google. It is therefore necessary to find other solutions facilitating the retrieval of this “hidden” information by the search engine.

Effective digital marketing despite “Not Provided”

The predominance of “Not Provided” in navigation and keyword data on Google Analytics is penalizing. This obstacle is far from inevitable, however. Actors concerned with the effectiveness of professional online marketing have developed tools capable of recovering encrypted information on Google’s analytics tools and returning it to marketers, SEOs and other sellers.

The Seolius agency, for example, is one of those entities that have created their own Big SEO Data service, which is complementary to the other tools available on the web. It deals precisely with the issue of “Not Provided” and the solutions available to companies in ” Digital Marketing “. The latest issue of this magazine analyzes in depth the challenges of using SEO data in a company’s online marketing operations.

It exists several ways to recover this data by your own care

A 64-page magazine written by the digital agency Seolius deals with the issue of Not Provided in detail with an introduction to Big SEO Data Didactics to better understand the solutions provided to this data processing and why the transition to data scale , important in its development strategy.