Why Keyword (Not Provided) Is Not a Big Deal

CarolineMelberg
Caroline Melberg Chief Engagement Officer, Small Business Mavericks

Posted on September 27th 2013

Why Keyword (Not Provided) Is Not a Big Deal

ImageThe Internet is abuzz since Google quit providing keyword data to site owners three days ago. Since then, SEOs and veteran Internet marketers have offered their advice on culling actionable data from multiple sources so that website owners can keep growing their businesses.

One SEO even called Google out on anti-competitive practices.

I’ll leave that for others to discuss. What I want to draw your attention to is a tool that webmasters have had at their disposal for a long time. You may consult it occasionally, or every day, but you should consult it now more often. It’s called Webmaster Tools.

If you look inside your Webmaster Tools account, you’ll find a link to Search Traffic reports on the left side of your screen. Click that and then click on “Search Queries.” While this isn’t perfect, you can use this tool to determine the most popular keywords searchers use to find your website. What’s beautiful about this tool is it will tell you how many impressions that keyword has received and how many clicks it received during your time frame. Also note the average position of that query phrase in search results.

Is this information perfect? No. Is it usable? Yes. You can use this information to plan your keyword SEO campaigns and to judge the value of your keywords for searchers. Combined with other data tools, you should still be able to make fair judgments about the effectiveness of your SEO campaigns.

CarolineMelberg

Caroline Melberg

Chief Engagement Officer, Small Business Mavericks

I'm the founder and CEO (Chief Engagement Officer) of Small Business Mavericks, a full-service Marketing Company based in Wayzata, Minnesota. We specialize in Web Design & Development Services, Search Engine Optimization, Social Networking and Social Media Strategy, Implementation and Training. We make online marketing simple for business owners. I believe that marketing is not communication, it's a conversation. I speak frequently about social media and the social web and have been told I have a talent for demystifying online marketing concepts and explaining them in down-to-earth terms.
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Comments

Zach C
Posted on September 27th 2013 at 1:27PM

Gasp! A marketer not decrying Google's move to quit providing keyword data! (I kid) 

Thanks for this article Caroline. You may be right that it's nothing to panic about. It's still a level playing field as all marketers will not have access to keyword data.

Maybe this is a signal that it's high time to get back to the fundamentals of understanding your audience and targeting content at them, instead of chasing keywords.  

CarolineMelberg
Posted on September 27th 2013 at 2:56PM

Hi Zach --- thanks for your comment! 

"Maybe this is a signal that it's high time to get back to the fundamentals of understanding your audience and targeting content at them, instead of chasing keywords."

 

WELL SAID ... and I couldn't agree more.  SEO=Marketing (albeit with work boots on) ... let's focus on our audience and reaching them, then serving them great content that they find useful!