The Role of (Not Provided)

One of the biggest changes to the keyword world is a modification in Google’s policy on providing access to searcher keyword data. At one time, Google made all of its data available for free to anyone that wanted to conduct keyword research and a number of sophisticated tools connected to Google’s API to make it simpler to search the database.
Recently, Google decided to limit access to keyword terms for searchers that are logged into a Google account (including Gmail and Google Plus). This has impacted the amount and accuracy of data that’s available on the web for marketers to access. According to the site NotProvidedCount.com, 82% of Google’s data is affected. What this means in practical terms for marketers is that accessing reports in your Google Analytics account will feature some holes in the organic search data, and that you’ll have to have a Google Adwords advertising account in order to use any of Google’s proprietary information.
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