Two weeks ago, I shared how Google is slowly removing essential keyword reporting data from your Google Analytics account. It’s a dramatic move that affects all small business that rely on Google Analytics to track the performance of their Web sites.
Why did Google do this? After so many years of providing this essential data to small business owners, why would Google decide to put it out of reach? I’d like to offer three possibilities.
1) Google is responding to privacy concerns and the NSA
Yes, the NSA is even influencing what analytics you can see about the performance of your Web site! Okay, I don’t know that for sure, but it’s a popular opinion in the search engine world. With rumors of the NSA asking (fleecing???) Google for data from its e-mail services, search logs and the vast troves of other data having leaked to the public recently, privacy has become front and center for Google.
I can only speculate, but withdrawing keyword level data from any sort of public view might appease some privacy advocates. And it could re-enforce a renewed Google commitment to protecting users’ data.
2) Google may charge for this data (someday)
One reason for the exceptional popularity of Google Analytics is that it’s free. Sure, there are lots of Web analytics tools available providing similar data. But most of those tools cost serious money.
Google does have a history of charging fees for tools that gained popularity as free services. Google Shopping offers visible evidence of such a move. For years, Google called its service “Google Products” – and was free. You could load up everything from your retail Web site into Google Products, and then Google would help you sell it to the world. That was until 2012, when Google changed its policy to start charging hefty fees to its thousands of users.
Now, I’m not saying this will happen tomorrow. But it wouldn’t be out of character for Google to start charging for use of Google Analytics.
3) Google is trying to drive up PPC keyword prices by making SEO harder
If I was a betting man, however, I’d say that the real reason for Google’s move is that Google doesn’t want you to know about the specific keywords that you can optimize your Web site for. I know now you’re thinking I’m just another conspiracy theorist. Perhaps so.
But in this case, there is no second shooter or grassy knoll. Google has been making Search Engine Optimization for all Web sites harder and harder over the last three years. It’s been doing this by changing its algorithms, implementing penalties and broadcasting warnings about “black hat” tactics.
The harder search engine optimization becomes, the more important paid search advertising will become home improvement companies like yours. While Google built its business based on its natural or “organic” listings, it’s not Google makes its money. Paid listings still drives Google business. So the more paid advertisers Google attracts, the more billions they will make.
I know, I’ve painted a gloomy picture. But please don’t get the impression that all is lost.
There is indeed hope. I’ll be back next week in Part 3 of this series, with a partial solution to your Google Analytics keyword conundrum.