What Google’s New ‘Keyword Not Provided’ Encryption Updates Mean for Merchandisers?

The days of receiving highly valuable organic search keyword data from Google have ended. Google announced this fall that it will be encrypting organic search activity, allowing sites to see only that someone came from Google, but not what keywords they used. With organic search accounting for up to 50 percent of all website traffic, and Google accounting for 60 percent of the search market, the announcement has online retailers scrambling to find new ways to preserve traffic, intelligence and share of voice.