As far as Google Analytics is concerned, Google keywords are officially dead to SEO. This harrowing fact has been weighing down on the shoulders of many SEO supervisors and website marketers, but the fact of the matter is: with the absence of keywords for the importance of Google Analytics, the stock of quality content sky-rockets.
While this announcement may not be surprising news due to the extreme popularity of Google’s Hummingbird algorithm implementation, it has begun to worry many practitioners of black-hat SEO practices. The truth of the matter is that this has been a long time coming; Google has slowly been siphoning out black-hat tactics with each new update, and it seems that they have finally weeded it out once and for all. The benefit of this is that quality content is what will rank higher on search engine result pages, so the websites that have taken the time to cater to their clientele rather than the search engines will begin to see the rankings they deserve, while those sites practicing more archaic methods of SEO will start to drop.
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The gaps between webmaster data, content data, and analytics data should help those involved with SEO and marketing sharpen their skills at content development, while lazily written sites will quickly and quietly fall by the wayside. Likewise, by tracking the webmaster data, you will now be able to see which pages attract the most hits and begin basing the content on your site as a whole on the standard set by that page’s title and content.
The movement Google is making to ignore keywords and focus on well-written and quality content will be extremely beneficial to the average, small business that doesn’t have the budget to employ SEO strategies that artificially generate keyword-rich content through the web in order to inflate the ranking of their content. Because Google is crawling for content that addresses the needs of the visitor, nonsensical and meandering text bolstered with confusing phrases in order to stuff keywords will see their rankings diminish significantly. This will help begin a trend of small business get the online attention and presence they need as long as they are employing white-hat SEO tactics and intelligently written and informative content on all pages.
The inevitable boost of (not provided)
An example of Google Analytics currently. Notice the (not provided) statistics at the top compared to the rest of the keyword data statistics.
When tracking your Google Analytics, Google adds a section titled (not provided) at the top of your list. The (not provided) statistics relate to when Google began restricting the keyword data that they sent to websites so that visits coming from secure Google search pages would appear in the Google Analytics system anonymously under the term (not provided) instead of the actual search term.
Because Google is making keywords insignificant to their analytics, the (not provided) statistics will inevitably boost, as the keyword data will not be tracked or traced. Perhaps annoying and bothersome to those who focus on keyword heavy SEO, this should still have little-to-no effect on those marketers writing and providing quality content on their website.
A new age of SEO and online marketing has begun, Google has changed the entire way the game is played, and now it’s up to those content developers and webmasters to deliver the best content available. By voiding keyword data in their Analytics, Google has put the power to boost search engine ranking placements into the hands of the owners and operators of the websites, giving them more control over how they rank and allowing them to hurt or hinder their own search engine rating based heavily on the effectiveness and quality of their website’s content.