04.04.2024 r. Insight Land

(not provided)

What is (not provided)?

Not Provided refers to a situation where the specific keywords or search queries that lead a user to a website are withheld or obscured in the analytics data. This term became prominent after 2011, when Google started encrypting searches for logged-in users, resulting in a significant portion of search query data being labeled as “not provided” in analytics tools like Google Analytics.

What does (not provided) mean?

Not Provided is a term used to describe the lack of visibility of specific search query terms in website analytics data. This occurs when search engines, primarily Google, encrypt the search queries, making it challenging for website owners and SEO professionals to identify which keywords are driving traffic to their websites.

How does (not provided) work?

A popular online retailer noticed a significant increase in “not provided” data in their Google Analytics reports. This led to a shift in their SEO strategy where they started focusing more on thematic content and user intent analysis rather than specific keyword targeting. By analyzing the overall traffic trends, user behavior on-site, and leveraging Google Search Console data (which still provides some keyword insights), they were able to adapt and continue improving their organic search presence.

Examples of use

  • Analytics Analysis – SEO specialists frequently encounter “not provided” data when analyzing organic search traffic in tools like Google Analytics. This obscures the understanding of which keywords are most effective in attracting visitors.
  • SEO Strategy Development – when creating content and keyword strategies, the lack of specific keyword data can lead to a broader focus on topics and user intent, rather than specific keyword targeting.

Good to know about (not provided)

SEO professionals and website owners face challenges in understanding the exact search queries driving traffic, making it harder to optimize specific keyword strategies.

Without clear keyword data, measuring the effectiveness of specific SEO efforts becomes more complex.

The need to focus on broader topics and user intent rather than specific keywords can be a significant shift in strategy for many SEO practitioners.

“Not provided” significantly impacts the SEO landscape by limiting access to specific keyword data. This change has pushed the industry towards a more holistic approach to content and SEO strategy, focusing on overall user experience, topic relevance, and intent, rather than solely on individual keyword optimization.