Keyword Unavailable | What Are You Searching For?

What are you searching for?

It’s like asking “What’s the meaning of life?” It sure got Siri alot of attention.

When I ask, “What are you searching for?” I am not talking about some self fulfilling prophecy or dream job, I’m talking about Google searches and Search Engine Optimization.

What are you typing into google?

It wasn’t too long ago that Google Analytics would provide information on what keywords people were typing into the search engine to arrive at your website.

That’s before they began encrypting the search queries between your computer and the website they send you to. Before SLL Search, website analytics programs could provide data on the keywords used to arrive at websites. Not no more.

From Google, “Under most circumstances, when you use your search terms are encrypted and are excluded from the referrer headers that are part of the request sent to the result site you visit. The landing site will still receive information that you are coming from Google, but not the query that was issued — namely, the host is still part of the referrer being passed. ”

Nowadays, even the best analytics tools are providing “Keyword Unavailable” as the top search term used by visitors to arrive at your website.

This makes SEO and keyword research just that much more difficult in today’s digital marketing world.

This is big news for web professionals who rely on Google Analytics for crucial market information. Google is looking to “protect” the misuse of the this semi-private data of search words. By controlling the information.

Restricting the search terms used to find websites restricts mar·ket·eers from mar·ket·ING. But this isn’t the only thing. The experts predicted that Google would change Web Marketing, and sure enough, they are.

Introducing the Knowledge Graph : Search Engine Optimization is no longer about matching keywords to queries.

Google Summary

Google Summary creates pop-ups with relevant information already present on the search page.

Google is creating the semantic web. Where has it led to? Sitelinks and Summaries.

What are Google Summaries?

When you search for a President, a sports figure, a painter, an actor, an author, or any well know person, place or thing- Google shows a little pop-up Summary off the right or the main search results, which is meant to provide the facts most likely needed for this search

And what are Google Sitelinks? 


Sitelinks are the short links that often appear beneath a website’s first listing on a search results page.Under each title Google is systematically pulling the page-title and description from the meta-data.

At the end of last year Google announced some improvements to sitelinks in search results.

Google chooses sitelinks entirely on its own and only when it wants to. You can, however, request that Google not show specific deeper pages on your website in your sitelinks via the Google Webmaster Tools for your website.

In the end, this is all structural data that big G+ deems valuable.

The new SEO challenge is to make sure all your data is presented to google in a highly optimized and organized way which allows these special fields to be populated properly.

Google been blogging about significant algorithmic updates like Panda and has even officially endorsed responsive design. With all of these changes in web search it’s important to keep up & keep moving.
I believe SEO as a Strategy works when you achieve a balance between SEO, Paid Advertising, and Social Media strategies that drive website traffic and turn that traffic into sales.

Mike Toner

Based in Alexandria, Virginia Michael is the Manager of Social Media at Navy Federal Credit Union. By evening, he's a husband, dog owner and runner. Toner writes about social media strategy, tools, training and best practices for social and digital marketing programs.


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