As a marketing professional knowledge of search terms your visitors use to find your website is essential to continually improving your search engine ranking results. The number of things you can learn about your visitor’s interests and behavior on your site is invaluable to a client’s online marketing initiatives.
This information can assist content procurement in targeting their messages, branding departments in determining the success of their campaigns and leaders in determining new products and services to fit the needs of their viewers.
Earlier this year I was very concerned about the alarming rate of “not provided” keyword listings in my analytics. To be perfectly honest I was a bit frantic (note this is when “not provided” was only at 30% of our traffic). I felt as though I was a fish out of the water making unsure decisions and no longer validated by my most trustworthy friend… Good ol’ Analytics.
That’s about when I circled back to Google Webmaster and rediscovered it’s true worth within the search queries. As you may know here Google provides statistics on keywords which not only people typed to land on your page but takes the data a step further and provides information on keywords which your site received an “impression” from.
The only problem with this is Google only holds data back between 5-6 months. This is surely not enough data to make year over year decisions; however it is better than nothing.
It was about that time that I remembered the industry breaking news that Raven Tools was no longer to provide scraped ranking results and I opted to revisit this trusted tool.
After just a little research I quickly found that Raven Tools was indeed importing Google webmaster data and archiving and trending the information. Needless to say I made the $99 per month plunge for my clients without a second thought.
Since then I have had the pleasure of my client’s data being archived and matched up against conversions and visitor behavior though Google analytics, Google Webmaster, Bing Webmaster and of course Raven Tools.
What’s the moral to this rant?
Simple – when you’ve gotten over the shock of the significant increase of “not provided” keywords hop on over to http://raventools.com and check out their tool. I promise you won’t regret it and you too will soon not concern yourself with the increase of “not provided” while Google continues to try to protect our privacy.
PS. Yes I know it’s only a sampling but from the sounds if it – a sampling is much better than what most people have these days J