Google ‘not provided’ change shows why it’s time to integrate demand generation and thought-leadership

Last week we launched our report on the impact of web analytics on technology journalism – Analyse This! Web analytics, journalism and your next communication strategy’.

This shows how web analytics is already heavily influencing approaches to editorial. The findings have real significance for current and future communications, how to choose content, how to plan campaigns etc.

So the recent changes from Google that effectively creates a 100% block on companies having access to keyword data means it’s more important than ever to have a coherent content strategy.

Google is moving all searches in to the HTTPs format meaning all keyword data for organic search will be unknown for companies who are using analytics tools. Unsurprisingly, data is still available for paid search! Many will see this change as a retrograde step – after all it closes off a very helpful source of information about what people are looking for. However, what it does in my view – particularly now Google has changed its algorithm to value recent content more highly – is to encourage companies to take a more strategic approach to its content, the frequency with which it is contributing and, the way it develops relationships with other influential sites.

The challenge for many companies is that currently different people are responsible for paid, earned and owned content. These changes show that this is likely to be wasteful at best and highly unsuccessful at worst. So it’s time to take an integrated approach that combines diversified content online and offline. In many respects it’s a positive change as it removes the ‘black magic;’ associated with SEO and brings people back to thinking about
what really will be compelling to customers.

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