A term referring to hidden organic keyword data in Google Analytics due to privacy restrictions.
Why “Not Provided” Matters
“Not Provided” is a significant challenge for SEO professionals because it can obscure a website’s true performance. In the past, you could see every keyword that was driving organic traffic to your site. Today, “not provided” can account for a large percentage of your organic traffic, making it difficult to:
- Understand User Intent: Without the actual keywords, it’s difficult to understand what a user is looking for. This can make it difficult to create content that is relevant to their needs.
- Measure Performance: Without the actual keywords, it’s difficult to measure the performance of a specific keyword or a set of keywords.
- Identify Opportunities: Without the actual keywords, it’s difficult to find new content opportunities or to identify trends in your market.
Across Different CMS Platforms
The management of “not provided” is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily manage their “not provided” keywords by using a variety of plugins. A good plugin can help you track your keyword rankings, organic traffic, and conversions.
Shopify
On Shopify, “not provided” is a major concern for an e-commerce store. You can use a variety of tools to track your keyword rankings, organic traffic, and conversions.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for “not provided.” The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated SEO strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your SEO performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use “not provided” will depend on your industry and your goals.
E-commerce
E-commerce sites can monitor their SEO performance by tracking their keyword rankings, organic traffic, and conversions. A low ranking for a product can lead to a loss of sales.
Local Businesses
Local businesses can monitor their SEO performance by tracking their keyword rankings, organic traffic, and conversions. A low ranking for a local keyword can lead to a loss of customers.
SaaS Companies
SaaS companies can monitor their SEO performance by tracking their keyword rankings, organic traffic, and conversions. A low ranking for a marketing page can lead to a loss of customers.
Blogs
Blogs can monitor their SEO performance by tracking their keyword rankings, organic traffic, and conversions. A low ranking for an article can lead to a loss of organic traffic.
Dos and Don’ts of “Not Provided”
- Focus on a variety of metrics: A good SEO monitoring strategy includes a mix of metrics, such as rankings, organic traffic, and conversions.
- Use a clear set of KPIs: A KPI is a key performance indicator. You should use a clear set of KPIs to measure your SEO performance.
- Use a systematic approach: The process of monitoring SEO performance should be a continuous, cyclical process of analysis and adjustment.
- Avoid ignoring the data: A lack of data can lead to a loss of organic traffic.
- Avoid focusing on a single metric: A good SEO monitoring strategy includes a mix of metrics, such as rankings, organic traffic, and conversions.
- Avoid using a black hat link-building tactic: This can lead to a severe penalty.
Common Mistakes to Avoid
- Failing to use a clear set of KPIs: This is the most common mistake. You cannot improve what you do not measure.
- Ignoring the data: The data from a keyword rank tracking tool can provide invaluable insights into your SEO strategy.
- Focusing on a single metric: A good SEO monitoring strategy includes a mix of metrics, such as rankings, organic traffic, and conversions.
FAQs
How can I find the keywords that are “not provided”?
You cannot directly find the keywords that are “not provided.” However, you can infer them by using a variety of tools, such as Google Search Console and a third-party SEO tool.
Why did Google start hiding keywords?
Google started hiding keywords in 2011 for privacy and security reasons. The goal was to protect a user’s search queries from being shared with a website’s analytics.
Does “not provided” affect a website’s rankings?
No, “not provided” does not affect a website’s rankings. It is a data problem, not a ranking problem.
What is the difference between “not provided” and a “long-tail” keyword?
A long-tail keyword is a specific keyword phrase that a user is searching for. “Not provided” is a term that is used to describe a hidden keyword in a website’s organic search traffic data.
Can I get a keyword from Google Search Console?
Yes. Google Search Console provides a report on all the keywords that are driving organic traffic to your site, including those that are “not provided” in Google Analytics.
