Big news this week in the worlds of inbound marketing and search. HubSpot's blog reported that Google might soon encrypt all the keyword referral data that it sends to your website. Simply put, this means that Google will at some point take away your ability to see what words visitors are searching for to arrive at your website.
It's a bummer, to put it mildly. Google is taking away valuable insight that agencies, marketers and businesses can use for brand building and revenue growth. Why would the un-evil Google do such a thing? Dolla' bills y'all.
Google isn't a non-profit, right? Like any viable business, Google must seek to enhance and increase its revenue streams. My sense is that the continued siphoning off of free keyword data is designed to increase Google's search monopoly in the following ways:
Everyone wants more data, more insight. It's natural to seek information. But should you be more concerned about (and spend more time researching) your keywords or your customer buyer persona? Should you worry more about keywords or how what you actually do solves a business problem? If that is clear on your website. You will be OK. If it's not or your not sure then get some help. It's not gonna get any easier or less competitive out there.
Tools like HubSpot already provide valuable data like page visits, click through rates of calls-to-action and conversion rates. This data won't go away. Knowing which content on your site works and which doesn't is arguably more valuable that tweaking that content for a specific keyword - as is aligning that content with a specific buyer persona. For example, Virginia recently wrote a HubSpot focused post that received a good deal of traction for us. Given the popularity of Virginia's blog, we'll likely do more blogs focused on what to do soon after you start using HubSpot. We didn't need keywords to figure that out. We have always been focused on helping people optimized HubSpot. Solve problems well, and you'll be OK.