Not Provided? Not a Problem! – What to do without keyword data
The SEO world is buzzing over the loss of organic keyword data from Google. While it does change *some* of SEO, it’s important to remember that SEO isn’t only about keywords. In fact, there is still a LOT of data out there, including quite a bit of referring keyword data and proxies. SEO, like any industry, is always evolving and changing so, take heart! This does not spell the end of SEO. Read on for why.
Not all keyword data is gone.
Although most websites receive the majority of their traffic from Google, other search engines like Bing and Yahoo follow their own rules. The 20-30% or so of traffic from these and other search engines does have valuable nuggets of search data in it. There are also other keyword research tools available including Google Trends, Webmaster Tools, AdWords, and, although you might have heard that keyword rankings are dead (viva la keyword rankings), the data is still very useful to benchmark which keywords you already rank for and which areas need improvement.
SEO goes beyond Keyword data
SEO is not only about keywords! If search engines can’t “see” or “read” a website because of broken links, improper redirects, navigation issues, and site speed issues – it’s likely the site won’t rank well in organic search results. Even the best, most beautiful website in the world won’t convert if no one can find it!
There are other cool SEO tools including new(ish)-to-the-scene techniques like Schema.org and the Data Highlighter Tool in Webmaster Tools – both of which make your search results more interesting, encouraging CTR. Also, Authorship, Places/Local, Video, Images, you get the idea – basically the kitchen sink that shows up in most search engines’ SERPs. These are all valuable tools in the SEO arsenal just begging for optimization.
And, who could forget Social Signals (yes, with 2 capital S’s J). While social media posts that are set to private or with limited sharing don’t show up in search results, being active and participatory in social profiles boosts your online presence, and it’s been said that ~10% of Google’s algorithm takes these signals into account.
And last (but certainly not least) is CONTENT. We still have all kinds of data about organic searcher behavior and interaction with a site’s content that is very useful for benchmarking successes and informing future initiatives.
Conclusion
Be active, be fresh, be smart. Over the past 5 years or so, SEO has been moving much faster toward a more ‘natural’ approach – the days of link buying and stuffing pages with keywords are gone. If you’re on top of keeping your website code clean, are active with social media, and create fresh, properly tagged content people (and search engines) will take notice.
