Google ‘Not Provided’ Referring Keywords Rise

Posted: February 19, 2013 in Blog

By Amit Rawat

One of every 2.5 visits from organic search queries to B2B sites does not provide a referring keyword, according to a study released Wednesday. About 41% of the keywords previously tracked are no longer available through analytics systems due to SSL search. Google identifies those as “not provided” values assigned to referring keywords.

imagesThe annual B2B Optify study, a benchmark report and analysis of Google search market share, suggests that only 35% of organic search visits from Google provide keyword data that correlates to search engine optimization (SEO) strategies designed to improve campaigns.

Google owns 90% of the referring search market for B2B companies. Doug Wheeler, Optify CMO, said marketers need to recognize that the dominant search engine will continue to take away the ability to identify referring keywords for free. They will need to learn different tactics to drive clients to Web sites.For starters, the diminishing data on referring traffic will spur an increase in content marketing and paid media, Wheeler said…..READ MORE

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