Google has been encrypting organic searches since 2013. This means that, in Analytics, most of the organic traffic is labeled as not-provided. Marketers are therefore unable to know how many visits and conversions each keyword generates. More importantly, this lack of data at a keyword level makes segmenting the non-branded traffic from the branded one difficult and inaccurate. Without being able to measure the non-brand organic traffic, it would be harder for an SEO agency to report performance to their customers.
No wonder there have been many attempts at finding a workaround to this difficult problem. Some solutions boast about using machine learning or clickstream data. However fancy that might sound, it is hard to believe in them, since they’re not using hard data, but rather estimations and extrapolations that are not necessarily sustained in reality.
Since 2013, we’ve implemented and have been perfecting a much more transparent solution, based on Google data alone and which, in most cases, manages to unlock more than 80% of the not-provided.
The principle behind this algorithm is “matching” the data from Analytics with that from Google Search Console and the “key” is represented by landing pages, which are the common element between the two.
SEOmonitor automatically pulls the traffic data from Analytics via API and then matches it with the keyword data from Google Search Console.
The keywords from Search Console are then mapped on the landing pages from Analytics, proportional to the clicks they generate. This allows for a redistribution of the organic traffic from Analytics back into the keywords that generated it.
Since the process is repeated daily, the traffic information in the platform is always up to date.
This, together with the “Business Case Builder”, allows SEOmonitor to empower agencies with a scalable process of pitching and reporting, that is focused on non-brand keywords.
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