SEO News

A potted history of (not provided)

Let’s recap briefly. Back in October 2011, Google announced that it was encrypting searches for logged in Google users (of which there are many), under the banner of making search more secure.

Understandably, this was met with consternation by search marketers and ecommerce professionals, as it made their jobs much more difficult.

The fact that such data was not restricted for those spending money on paid search naturally led to some cynicism. 

At that point, (not provided) traffic made up a smaller proportion of total organic referrals, perhaps 10 to 20% of traffic, but that has changed. 

Now, since the introduction on encrypted search for Firefox and Chrome users and finally, Google’s decision to redirect all traffic to the HTTPS version of the search engine in September 2013, there is precious little keyword data left. 

For Econsultancy, 95% of all organic search data is encrypted, while notprovidedcount.com puts the overall figure at 85.83%. 

In a nutshell, marketers now have so little keyword referral data that it has become almost pointless in attempting to learn anything from it. 

Consequences of (not provided)

Previously, keyword data could have been used to learn more about the traffic arriving at your site, and whether efforts at optimising certain keywords were effective or not. 

It could also have been used to optimise landing pages, and providing a better user experience for visitors. 

Now, half a year on from the almost complete removal of keyword data, marketers are seeing this as a major barrier to effective SEO, second only to lack of resource. 

32% of companies and 29% of agencies see the rise of (not provided) as a major problem. 

Which of the following are the biggest problems preventing you / your clients from being as successful at SEO as you would like?

Also, while 44% of companies said they are able to track ROI for paid search, only 31% are as confident in their ability to track ROI for SEO, possibly due to the ‘not provided’ issue. 

The data is gone for good, what next? 

While bemoaning the loss of keyword data is understandable, marketers now need to adjust to the new situation.

A smarter approach to organic search is needed, as Kevin Gibbons points out: 

I think it drives us more towards having an integrated digital strategy, where SEO is measured as a single channel of a wider marketing campaign. That will force people to move towards a more multichannel approach (if they haven’t already), using clearer business metrics, which will make SEO far more measurable, rather than less.

As SEO has evolved a lot more towards a content-driven approach, one thing I have found increasingly useful is the ability to analyse organic performance per page, as opposed to keyword.

That way you can figure out what content is resonating with your audience best and being rewarded by Google as a result. I’d expect to see this shift continuing, as it’s more actionable in the sense that you know what’s working, so do more of it! 

A Moz survey from earlier this year looked at how marketers were adapting to (not provided). 

Here’s how 3,700 industry people answered the question “how do you cope with (not provided)?”

• 69% focus on conversion rate and performance metrics.
• 66% focus on landing page traffic.
• 58% rely more on Google Webmaster Tools data.
• 41% try to estimate traffic based on other data.
• 37% focus on social signals (tweets, likes, +1s).

One thing worth pointing out is that this is a level playing field. All brands in all sectors are facing the same challenge and it’s a case of looking elsewhere to improve search performance. 

There are also a few alternatives and workarounds that can help improve understanding, such as using site search data, and keeping a close eye on Webmaster Tools. 

Or you could just demand keyword data from visitors with an intrusive pop-up. What could possibly go wrong? (thanks to @RavenJon). 

What do you think? Is (not provided) one of the biggest barriers to SEO? How are you dealing with this?  

Posted by Dr-Pete

After a period of relative quiet, MozCast detected a major “temperature” spike in Google’s algorithm at some point on Monday, May 19th. This occurred after some historic lows, including the 3rd coldest day on record (May 11th).

Tuesday afternoon, Google confirmed two updates, Panda 4.0 and Payday Loan 2.0. Matt Cutts tweeted the Panda 4.0 announcement:

Less than an hour earlier, Search Engine Land confirmed the 
Payday Loan 2.0 update. This ended a weekend of wild speculation (including many predictions of a Penguin update), but didn’t leave us with many details about the timeframe or the impact.

Which update was which?

For the moment, we’re going to have to speculate a bit. If the latest iteration of the Payday Loan update is like the first, it hit hard but fairly narrowly. Google laser-targeted some very spammy verticals with Payday Loan 1.0 (back on June 11, 2013), but the overall impact was moderate. That update was also very query-specific. My gut reaction is that it was unlikely that the May 19th update was Payday Loan 2.0 – that update was probably smaller and rolled out over the weekend (possibly May 16th). There was heavy flux around a few potentially spammy queries on May 16th, including “mortgage rate trends” and “cheap apartments”, but competitive queries tend to change frequently, so the evidence is unclear.

Google’s numbering scheme suggests that Panda 4.0 is a major update, which probably means that it is both an algorithmic update and a data refresh. This typically means substantial rankings flux, and I think that’s much more likely connected to what we’re seeing on May 19th. While Matt’s tweet implies a roll-out on May 20th, most Panda updates over the past year have been multi-day roll-outs. We should know more in the next few days.

What happened to eBay?

Digging into the May 19th data (and before Google confirmed anything), I noticed that a few keywords seemed to show losses for eBay, and the main eBay sub-domain fell completely out of the ”
Big 10” (our metric of the ten domains with the most “real estate” in the top 10). Sites shift, and nothing on the level of a keyword means much, so I took a look at the historical eBay data. This is eBay’s share of top 10 rankings for the past week across the MozCast 10K (approximately 94,000 URLs, since not all page-1 SERPs have ten results):

Over the course of about three days, eBay fell from #6 in our Big 10 to #25. Change is the norm for Google’s SERPs, but this particular change is clearly out of place, historically speaking. eBay has been #6 in our Big 10 since March 1st, and prior to that primarily competed with Twitter.com for either the #6 or #7 place. The drop to #25 is very large. Overall, eBay has gone from right at 1% of the URLs in our data set down to 0.28%, dropping more than two-thirds of the ranking real-estate they previously held.

It is entirely possible that this is temporary, and it’s not my intention to “out” eBay – I have no idea if they’ve done anything that merits major ranking changes. This could be a technical issue or a mistake on Google’s part. It’s also worth noting that these results only track the main eBay sub-domain (www.ebay.com), not other ranking sub-domains, including popular.ebay.com.

What exactly did eBay lose?

Looking just at the day-over-day change from May 19-20, I dug into the keywords that eBay lost out on, hoping to find some clues about the broader Google updates. The vast majority of losses were where eBay had one top 10 ranking and then fell out of the top 10. In three cases, eBay lost two top 10 rankings for a single keyword phrase. Those phrases were:

• “fiber optic christmas tree”
• “tongue rings”
• “vermont castings”

Here’s what the top 10 looked like for that first phrase (sub-domain only) on May 19th:

1. www.kmart.com
2. www.walmart.com
3. www.americansale.com
4. www.sears.com
5. www.amazon.com
6. www.christmascentral.com
7. www.ebay.com
8. www.ebay.com
9. www.bronners.com
10. www.ask.com

eBay held the #7 and #8 spots. Here’s the top 10 for the next morning, May 20th:

1. www.kmart.com
2. www.walmart.com
3. www.sears.com
4. www.amazon.com
5. www.americansale.com
6. www.christmascentral.com
7. www.bronners.com
8. www.hayneedle.com
9. www.dhgate.com
10. www.alibaba.com

It’s interesting to note that both eBay losses here were category pages, not specific products. Here’s one example (from 
this eBay URL):

For the other two keywords where eBay lost two positions in the top 10, the lost URLs were also category or sub-category pages (not individual auction listings). The remaining losses were either situations where eBay went from two listings to one or one to zero.

Here are the top 25 keywords where eBay lost one top 10 ranking position, ordered by their MozCast temperature:

1. “beats by dr dre” (231°)
2. “honeywell thermostat” (190°)
3. “hooked on phonics” (188°)
4. “fajate” (188°)
5. “batman costume” (181°)
6. “lenovo tablet” (181°)
7. “pyramid collection” (170°)
8. “hampton bay” (170°)
9. “jordan 11 concord” (168°)
10. “pontoon boats for sale” (168°)
11. “mockingjay pin” (166°)
12. “kobe vii” (166°)
13. “food trucks for sale” (166°)
14. “galaxy s2” (166°)
15. “jordan spizike” (163°)
16. “foamposite” (163°)
17. “george foreman grill” (161°)
18. “wholesale jerseys” (161°)
19. “tend skin” (161°)
20. “fender stratocaster” (161°)
21. “rims for sale” (161°)
22. “shed plans” (158°)
23. “hello kitty vans” (158°)
24. “cheap used cars” (158°)
25. “lilly pulitzer bedding” (156°)

It’s very hard to interpret individual keyword changes, but, not surprisingly, many of these phrases seem to be products and product categories, and some are fairly competitive. Most of these drops seem to be from lower positions in the top 10 – I was unable to find a case where eBay lost a #1 ranking day-over-day.

In one case, it appears that both “www.ebay.com” and “popular.ebay.com” lost out. Here are the top 10 sub-domains for May 19th for the query “hooked on phonics”:

1. www.hookedonphonics.com
2. itunes.apple.com
3. www.amazon.com
4. en.wikipedia.org
5. www.youtube.com
6. popular.ebay.com
7. popular.ebay.com
8. www.ebay.com
9. www.time4learning.com
10. www.walmart.com

…and here’s the same SERP the morning of May 20th:

1. www.hookedonphonics.com
2. learntoread.hookedonphonics.com
3. itunes.apple.com
4. en.wikipedia.org
5. www.youtube.com
6. popular.ebay.com
7. www.amazon.com
8. www.amazon.com
9. thekrazycouponlady.com
10. hip2save.com

What does it mean for you?

I’m sorry to say that it’s probably too soon to tell. We’re hearing reports of big losses and gains, which is the norm for any major update – for every winner, there’s a loser. If Google is to be believed, we’re looking at two sizable updates in the span of a long weekend. It’s possible we’ll see even more changes before the US holiday weekend (Memorial Day), so I’d strongly suggest keeping your eyes open.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!