Some rather large news hit today. Google, it seems, has been trending towards this for a while, but now they’re ready to go forward with a rather substantial change in the availability of keyword data. This is something that could potentially have a huge impact on the way SEOs plan their campaigns. We also take a look at some effective link-building tactics in an era when the search engines are cracking down on value-less links, and some suggestions to make your content marketing more effective.
Brian Jensen Recommends:
Since October 2011, Google has been encrypting searches for anyone who was logged into one of its services. This meant that if you were to look at your analytics, some of the keywords were listed as “(not provided)” data. In other words, as a webmaster you couldn’t see exactly what keywords and phrases were bringing searchers to your site. It was something of an unfortunate inconvenience, but there were ways around it.
Now, though, Google has confirmed that it is moving towards encrypting all searches – whether the user is logged in or not. This is ostensibly to add privacy, but there are theories that it could be something more. In the last few months, we’ve seen the percentage of (not provided) data start to skyrocket. So the question is: what will you do if you don’t have the same access to this information anymore?
Here’s Brian’s Google+ post on Danny Sullivan’s article:
There have been a lot of people talking about this subject today, and you can find a little more information and thoughts on its implications over on Search Engine Watch, too. It’s also important to note that this is something that many people saw coming for a long time.
So how will you deal with it?
Personally, I liked the tweet from Melissa Fach earlier today:
Truth is you need a heck of a lot more than keyword data to be good at this job. There are plenty of things to look at and examine.
— Melissa Fach (@SEOAware) September 23, 2013
Holly Cordner Recommends:
Link building is something that is only whispered quietly for fear of being shouted down for using old and outdated techniques. The simple fact of the matter, though, is that link building is not the monster in the closet that many people would have you believe. It is still an integral part of SEO, and it shouldn’t be neglected.
However, it must be done right.
Sometimes you’ll see it referred to as “link earning,” but the premise is the same. We’re not just throwing links up on any old blog and hoping for the best. We’re going to use far more creative and valuable methods to attract relevant links. Take a look at this article by Jason Acidre to get some great ideas on modern link building.
Andy Eliason Recommends:
In order to develop content that really addresses the needs of our potential customers, it’s important to look at things from their perspective. Unfortunately, too many of us are so deep in our own industries that it becomes difficult to really look at things from a different angle. We talk about things that we believe are common sense or that “everyone knows” because we hear about it all the time. Unfortunately, that sometimes leads to content that is less that useful for important demographics.
Bryan Eisenberg’s article takes a detailed look at how you can step back from your assumptions and analyze your potential customers’ understanding, what knowledge you have in common, and how you can leverage that information to create better content.