The most dreaded news has come for Search Engine Optimisation: Google would no longer pass keyword data. So if your business is relying heavily on organic searches to drive traffic to your website, you would no longer be able to track which keyword brought your traffic, and which one is converting for you. It’s like shooting in the dark from now on. How then can you gain more converting traffic to your website? We have a solution for you.
Implications of No Keyword Data
We can’t say we are surprised with this outcome. After all, Google has been hinting on this action ever since they started using encrypted search for logged in users in their Google accounts, followed by the same protocol for those who use Chrome omnibox. Now the coverage is wider, redirecting even users who are not logged in towards https://google.com. How does this affect your keyword data? Well, being encrypted, the keywords displayed in your Analytics would be shown as “(not provided)”.
What then does this imply? If you are using only SEO to promote your website, it will now be more difficult for you to know which keywords you are ranking, and which keywords you are not ranking. You can check them one by one in Google search though, manually.
Another implication is that you won’t be able to track which keywords converted for you and which did not. You therefore cannot optimise your site for these selected keywords. You would have to blindly use keywords you think work for you. Your weeks, months or even years of working through your SEO has become for naught. If you are a start-up company, this is a big red signal saying don’t seek help from SEO companies anymore, they might not be able to help you as expected.
One thing to take note of, though, is that not being able to see your keyword data is only a matter with Google. Yahoo and Bing are still sticking to the traditional method of showing web owners their much needed data. Does this make you more likely to use Yahoo and Bing rather than Google?
The Solution: PPC Advertising
Some experts say that Webmaster Tools can help you find out which keywords fall under the “(not provided)” data. This can be helpful, but it is not without its flaws. For instance, although you have the ability to find out which keywords rank for you or drive traffic to your site, you will not be able to know which ones sent you conversions. That is still a gaping hole that needs to be filled.
What then can you do about this dilemma? There is no better solution to this than by using Pay Per Click Advertising, specifically Google AdWords. With PPC Marketing, you will be able to accurately track your conversions and return of investment against the keywords used. You can seamlessly change the keywords or the text ads the minute you notice them not backing out for you. The best thing about this is that traffic is instantaneous.
Now is the time to act. The more you procrastinate on this matter, the more you are losing out on potential conversions. Right now, hundreds or maybe even thousands of companies are switching to Google AdWords to maintain or even gain more conversions, following the decline of SEO effects for their websites. Ask us how to start your Google AdWords campaigns today.