90% Keyword Visibility is Still Damn Good
Google has said that they expect this policy change to affect less than 10% of your search data. It’s unclear yet whether this projection is accurate. Results are sure to vary based on industry and location. That being said, if your keyword visibility is anything near 90%, that is still pretty awesome (especially considering that Google Analytics is a free tool). Even adjusting for various industries where more users are likely to be logged into a Google service, a far smaller data sample would be enough to influence marketing strategies.
We feel that brands are more than likely to have access to a big enough sample size of data to make actionable decisions in regards to your SEO budget and content creation efforts. SEO consultants should assure their clients that there will still be enough keyword visibility to provide valuable insight. We don’t see search strategists going the way of the milkman anytime soon.
Consider Bing and Yahoo
Bing and Yahoo search might make up less than 10% of your organic search traffic, but it doesn’t mean that search data from these platforms isn’t valuable. DemandResults noticed long ago that leads from Bing’s paid search yield higher value overall than leads from Google.
You Will Still Gain 100% Keyword Insight from SEM Data…
…And that’s likely the motivating factor behind Google’s sudden interest in its users’ privacy. Google is clearly trying to edge out competing ad services by getting more brands to funnel resources into Adwords. That being said, SEM data is still a great way to gain insight into the keywords that drive revenue.
You Will Still Be Able to Attribute Leads to Organic Search
Even if you lose some insight into the specific keywords that refer leads, you will still be able to denote which leads came through organic channels. This is useful because SEOs can continue to justify their existence by proving the revenue that is generated through organic search. You can still compare organic to paid search data in your CRM.
A New Metric to Track