For those that rely on Google Analytics and Webmaster Tools to determine where traffic is coming from and what keywords are driving traffic and/or conversions to your site, the days of easy access to clear information are over.
As of this week, Google has officially moved to a completely secure search. For years, Google has decreased the number of searches available to view what keywords are driving traffic to your site. Yes, you can still try to calculate percentages and top keywords for your site (techniques here) but the easy list of the many phrases and keywords driving traffic to your site are a thing of the past.
What does this mean for you?
As we evaluate traffic going to a site, one of the things that we look for is a list of keywords that are ranking and driving visits. These keywords give a good indication of not only what page are ranking, but what content on those pages is the most appealing to users. The lack of information now means that we will have to rely on other tools to determine which keywords the site ranks for. Some such tools include “RankChecker” and “SEM Rush” as well as Bing (and Google) Webmaster Tools. These tools are free (and/or have more robust paid versions). This will allow you to see what keywords you rank for, and what pages rank, though it will not tell you the exact traffic volume being directed to the site for those keywords and phrases.
For more from Search Engine Watch on this change, click here.