In September 2013, Google confirmed a move to secure search. Marketers and website owners could no longer depend on keyword data in Google Analytics to optimize for organic search. This was devastating news for some. But, the SEM team at Simpleview saw the silver lining on this 100% ‘keyword not provided' dark cloud.
With Google's move to secure search, it's not surprising that Yahoo and Bing have created similar search policies. The loss in keyword data from the top 3 search engines is easy to overcome by first focusing on fresh, relevant content. The next step is to understand how this will change what we see in Google Analytics. Below is a breakdown of the data now being provided by each search engine and how this will effect your view of data in Google Analytics:
All search is secure by default. Google will identify itself but search terms will be removed. In Google Analytics, the traffic will be reported as organic from Google using the keyword (not provided). Paid search traffic continues to report keyword data.
What changed - You will see a lower number of individual search terms and an increase in the number of (not provided) entries.
Yahoo
All search is secure by default. Yahoo will not identify itself. In Google Analytics, the traffic will be reported as direct (none) with no keyword entry. Paid search traffic continues to report keyword data.
What changed - You will see a decline in organic traffic and an increase in direct traffic to the site. Keyword entries will also decrease.
Bing
Secure search is optional. Searches from https://www.bing.com/ will act like Yahoo reporting traffic in Google Analytics as direct (none) with no keyword entry.
What changed - When enabled, you will see a decline in organic traffic and an increase in direct traffic to the site. Keyword entries will also decrease.
