Not provided is a term that is used in reference to data that is not available in Google Analytics. In the context of search engine optimization (SEO), not provided refers to the keywords that users searched for before clicking on a website in the search results. In 2011, Google started encrypting search queries for users who were logged into their Google accounts, which means that the keywords that these users searched for are not provided to the websites they visit.
Not provided data and SEO
The not provided data can be a problem for SEOs because it means that they are not able to see the specific keywords that are driving traffic to their website from Google. This can make it difficult to understand which keywords are most effective at attracting visitors and to optimize for those keywords.
Here are a few specific challenges that not provided data can pose for SEOs:
- Lack of visibility: Without access to specific keyword data, it can be difficult for SEOs to understand which keywords are driving the most traffic to a website and to identify opportunities for optimization.
- Difficulty targeting specific keywords: Without specific keyword data, it can be challenging for SEOs to create content or optimize existing content for specific keywords. This can make it difficult to attract visitors who are searching for specific terms.
- Limited ability to measure success: Without specific keyword data, it can be difficult for SEOs to measure the success of their efforts and to determine which strategies are most effective at attracting visitors.
How to retrieve the not provided data
There are a few ways that SEOs can work around the not provided data:
Analyze landing pages: By analyzing the landing pages that are receiving the most traffic, SEOs can get a sense of which topics and keywords are driving the most traffic.
Use Google Search Console: Google Search Console provides data on the queries that are driving traffic to a website, including the number of clicks and the average position in the search results. This data may not provide specific keyword data, but it can still be helpful for understanding which queries are driving traffic to a website.
Overall, while the not provided data can be a challenge for SEOs, there are still ways to get a sense of which keywords are driving traffic to a website and to optimize for those keywords.