not provided keywords

Google Expands “(not provided)” to PPC Keywords: What’s Next?

by Mark Hawks April 23rd, 2014

ppc-not-provided

In Google’s latest bid to diminish the importance of keyword data, the search giant announced in early April that it is blocking access to keyword data attached to visitors who click on paid ads from secure searches performed on Google. This follows Google’s move to secure search in late 2011, which started the elimination of keyword data being passed through to websites and analytics tracking. This essentially eliminates a website owner’s ability to track visits by the keyword entered in Google searches. Officially, Google claims that it has made the shift to “(not provided)” keyword data in the name of user privacy, although the reasons are more complex. With Google now blocking access to paid search keyword data, what does this mean for PPC ad campaign optimization and the future of keywords in digital marketing?

Semantic Search vs. Keywords

“(not provided)” keyword data is nothing new; in fact, since the launch of encrypted search, website owners have been faced with the slow loss of keyword data. By 2013, “(not provided)” keyword data accounted for more than 50% of all keyword traffic. Google’s latest move to limit keyword data for PPC campaigns completes a full sweep of keyword data removal, bringing to fruition a serious of changes some industry analysts have predicted for over a year. Now, there’s speculation that Google could stop providing third parties with search query data, which would affect third party services who rely on this data to provide analysis and reporting services.

Google’s move towards limiting keyword data reflects a broader shift away from keywords and towards semantic search. Hummingbird, Google’s search algorithm that launched last fall, is built from the bottom up to power semantic search. Hummingbird search results are personalized and contextualized based on predictive queries. Keywords data is still important to make marketing decisions, but with Hummingbird and the push towards semantic search, Google is placing greater emphasis on user intent and diminishing the focus on keyword data. By limiting keyword data, Google continues to push SEO away from narrowly focused keyword optimization and keyword rankings toward the approach of producing content around broad subjects and related subject matter.

Keyword Data & PPC Optimization

Keyword data is not completely lost; advertisers will continue to have access to some keyword data within the Google AdWords dashboard. In Google’s official announcement, the search giant said, “Advertisers will still be able to access detailed information in the AdWords search terms report and the Google Webmaster Tools Search Queries report.” Furthermore, advertisers who use third-party management tools are unlikely to notice a significant difference, aside from the need to potentially utilize AdWords tags.

The continued move away from providing keyword data is an important reminder to online businesses that SEO and digital marketing have evolved. A diversified approach that emphasizes building quality content that is a valuable resource for visitors, and building a brand around broader subject matter, is vital for sustainable online success.

Work With SEO Savvy Today

Learn more about how our customized digital marketing solutions can boost your organic traffic.