How to Hack "Not Provided" Keywords in Google Analytics | Lesson 6/8 | SEMrush Academy

Summary

In this sixth lesson of the keyword research course, Greg Gifford, VP of Search at Wikimotive, offers strategies to uncover 'not provided' keywords in Google Analytics. He suggests examining organic traffic at a page level to identify high-traffic concepts and using SEMrush's Organic Traffic Insights tool for detailed keyword performance analysis. The tool helps in understanding pre-click and post-click data, filtering keywords, and monitoring performance over time, enabling marketers to optimize their sites effectively.

Takeaways

• 🔍 Greg Gifford, VP of Search at Wikimotive, discusses strategies to uncover 'not provided' keywords in Google Analytics.
• 📈 Google Analytics initially showed specific search terms but stopped displaying them to protect user privacy nearly a decade ago.
• 🌐 To work around the 'not provided' issue, Gifford suggests examining organic traffic at a page level to identify which pages receive the most organic visits.
• 📊 With Google's entity-based search, marketers should focus on concepts rather than specific keywords for SEO optimization.
• 🛠 SEMrush's Organic Traffic Insights tool can help determine which terms are driving the most traffic, requiring access to the site's Google Analytics account.
• 🔗 It's recommended to connect Google Analytics with Search Console for more accurate results with SEMrush's tool.
• 📝 The Organic Traffic Insights tool provides a table of top landing pages sorted by organic sessions, offering insights into high-traffic concepts.
• 📉 By comparing pre-click and post-click data, marketers can assess which pages are performing well and identify areas for improvement.
• 🔑 Clicking on a keyword account for a landing page reveals a detailed report, including a list of keywords that are driving or could drive traffic.
• 📈 The detailed page report allows for daily monitoring of keyword performance, traffic effects, audience behavior, and goal completions.
• 🔑 Users can filter and sort keywords by type, position, volume, difficulty, and traffic share, and even by Search Console data if toggled.
• 🔄 SEMrush's interconnected tools enable users to send important keywords to the position tracking tool for ongoing performance monitoring and competitor comparison.

Q & A

What is the main topic of the video script?

The main topic of the video script is discussing methods to uncover 'not provided' keywords in Google Analytics, which are search terms that Google has stopped showing to protect user privacy.

Who is Greg Gifford and what is his role?

Greg Gifford is the Vice President of Search at Wikimotive, a US-based SEO agency. He is the presenter of the sixth lesson in a keyword research course.

Why did Google Analytics stop showing specific search terms?

Google Analytics stopped showing specific search terms nearly 10 years ago to protect users' privacy.

What is the first method Greg suggests to find out which pages are getting the most organic traffic?

The first method Greg suggests is to look at organic traffic at a page level in Google Analytics and identify which pages are receiving the most organic visits.

How does understanding which pages are getting the most organic traffic help with SEO?

Understanding which pages are getting the most organic traffic helps with SEO by identifying which concepts are showing up most often in search results, allowing for better optimization of the site.

What tool does Greg recommend for analyzing organic traffic insights?

Greg recommends using SEMrush's Organic Traffic Insights tool to analyze which terms are bringing the most traffic to a website.

What is required to use SEMrush's Organic Traffic Insights tool effectively?

To use SEMrush's Organic Traffic Insights tool effectively, you need access to the Google Analytics account of the site you're analyzing and it's recommended to have Google Analytics connected to Search Console.

What kind of information does SEMrush's Organic Traffic Insights tool provide?

The tool provides a table showing the top 50 landing pages sorted by the number of organic sessions, along with pre-click data like impressions and ranking position, and post-click data such as bounce rate and goal completion.

How can the Organic Traffic Insights tool help identify potential areas for content improvement?

By comparing pre-click and post-click data, the tool helps identify pages that are performing well and those that could be improved, guiding content optimization efforts.

What additional feature does SEMrush offer for keyword tracking after identifying them through the Organic Traffic Insights tool?

SEMrush allows you to send important keywords to the Position Tracking tool for ongoing performance monitoring and comparison with competitors.

How can one become SEMrush certified after completing the keyword research course?

After completing the keyword research course, one can visit the SEMrush Academy page and take the test for the course to become officially SEMrush certified.