If you’ve looked at your Lasso Analytics or Google analytics reports lately, you may have noticed an increase in the number of ‘N/A’ keywords. The search engine giant Google has recently changed the way keywords are tracked by encrypting all searches. This means that marketers are no longer able to research the keywords being used to find them online. Google says the reason for this change is to protect its users from increasing spam and fraudulent activity.
What Does This Mean?
SEO as we know it is gone. Marketers are now being forced to rethink how they create an online presence, which isn’t necessarily a bad thing. Meredith Oliver of Creating WOW Communications has identified these five solutions:
- Write quality content
- Build natural links
- Focus on social signals
- Attract mentions/links from other influencers
- Create infographics
We would also add video as an important solution to your online marketing efforts, as it can be extremely effective in online search.
These are all effective ways to build a trusted and authoritative online presence, not to mention get picked up by the world’s largest search engine. Users will be served content that is useful, relevant and timely – exactly what marketers want. Now we just have to put a little more time and effort into it.
There are, of course, still ways to research and identify keywords. Users of Google AdWords can still track keywords, and other search engines like Bing and Yahoo continue to provide this data.
I’m looking forward to seeing the results of this change. The next time I’m looking for a new home, I’ll be served pages of carefully crafted, persuasive content that makes both my search and decision-making process smooth and easy.