Why “Not Provided” May be a Good Thing

The rumor is Google is going to pull or at least modify how it reports on keyword queries from paid search. Most of what we’re hearing is speculation, but Search Engine Watch has a good discussion on the issue. Google already began hiding organic keywords last year.

If you’re in the business SEM, the “not provided” move is certainly a disruptor. But its also extremely freeing. Hiding the keywords from us is a nice push from Google to get marketers to refocus on quality content, building audiences with true affinity and creating an ecosystem of like-minded people and organizations.

Chasing keywords often results in chasing low-quality customers and focusing on short term gains rather than long term benefits. Now we can get back to things like loyalty and advocacy.

 

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s

%d bloggers like this: