Marketing is more complex today than ever. Much of this is due to the progress we’ve made in technology.
More data means more choices and more ways to interpret success. That’s why today, marketers need trusted data more than ever.
In the age of keyword “(not provided),” SEO technology companies are working hard to provide options marketers can use to bridge the gap. One such option comes from gShift.
Search Engine Watch recently chatted with Chris Adams, co-founder and CTO of gShift to talk about the state of “(not provided)” data, what SEO professionals and content marketers should be looking for in terms of data features, and how gShift is helping marketers uncover lost keyword traffic.
Today, There’s Uncertainty in Data
The unfortunate reality today as a result of secure search in terms of content marketing and SEO is that it’s hard to have meaningful conversations, Adams said, when the majority of keyword traffic data is hidden.
The “(not provided)” traffic is leading marketers to use the word “probable” all too often.
“The word ‘probable’ is bad in a sales conversation,” Adams said. “We need to arm these agencies with better information.”
Google Webmaster Tools (GWT) doesn’t provide all the answers. Adams said it’s OK to get a snapshot in GWT, but it’s not a thorough picture of what’s happening on the website. It needs additional analysis.
In fact, Adams shared 10 reason why Google Webmaster Tools isn’t a foolproof Plan B for secure search:
- You should be tracking multiple engines, geographic locations and local. Google Webmaster Tools doesn’t allow this and only shows average rank.
- You should be tracking competitors. GWT doesn’t allow this.
- GWT is an average rank over 90 days. New content won’t be tracked quickly nor new keyword phrases or keywords that aren’t yet ranking.
- GWT uses universal results. That means if your image is ranking No. 1, the data doesn’t mean that your Web page is ranking in the Top 10.
- GWT limits data. It doesn’t show all of your results. This would have a big impact on sites with average visitor traffic and most B2B websites.
- GWT doesn’t differentiate in Web presence data. Is it a video, your