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Not Provided Count

Not Provided Count
Using live data from Google Analytics, our Not Provided Count online resource has been tracking the rise of the ‘(not provided)’ keyword since 2011


Back in October 2011, Google announced a big shake up for website owners who were trying to see where their traffic was coming from in Google Analytics. The search giant implemented protocol which dictated that all searches conducted on a secure Google webpage, where a result was  clicked, would not be passed on to the destination website.

In the name of both security and privacy, all of these searches and the visits that they provided became grouped together in Google Analytics under the keyword “(Not Provided)”.

There was also speculation that the move was to encourage people to optimise for general terms and not so-called, high value ‘fat head’ keywords.

To address this, the (Not Provided) Count was developed by our SEO experts. Created with the aim of studying the analytical data of 60 websites and tracking the rise of the “(Not Provided)” keyword and the decline of ‘real’ keyword data, the microsite has been well received within the industry.

Indeed, many search marketing experts such as Moz’s Rand Fishkin, Danny Sullivan from Marketing Land, Barry Schwartz from Search Engine Roundtable and Aaron Wall from SEO Book have all linked to the resources at NotProvidedCount.com in their articles and across their social media accounts.