How to Unlock Not Provided Keywords in Google Analytics

Ever opened Google Analytics to check your organic keywords, only to be met by a long list of "(not provided)"? You’re not alone. This change effectively hid the granular, user-level keyword data that marketers once relied on. In this article, you’ll learn why this happened and how you can still piece together your organic search performance and implement a new keyword strategy without frustration.

What is "(not provided)" and Why Does It Feel Like a Black Hole?

In 2011, Google began encrypting search queries for logged-in users, shifting searchers from HTTP to the more secure HTTPS protocol. While this was a great move for user privacy, it came with a side effect for marketers and analysts: Google stopped passing organic keyword data to websites, including into Google Analytics.

When someone finds your site through an organic Google search, the specific phrase they typed remains hidden, and Google Analytics labels the keyword data for that session as "(not provided)". The good news is that we no longer have to rely solely on keywords for user data. Over the past decade, marketers, SEOs, and companies have used other methods to assess keyword strategies effectively. Let's explore more information from Google Search Console, which you can connect to GA4 without any cost.

Your Best Friend for SEO Data is: Google Search Console

Why Should Your GSC and GA Start "Communicating"?

Google Search Console is an incredible information goldmine because it provides valuable search data for free. Just like GA4, you don't pay anything for it, and the insights about your SEO performance are vast. GSC offers a wealth of information that you can start exploring now. Here's what you can expect:

• Queries: This is a list of keywords that users type to find your site. You can organize various plans based on these keywords for weeks or months. As a tip, organize them by Clicks and Impressions with CTR, and start from the “head keywords” with high impressions and volume. Gradually move to “middle” and “long-tail” keywords for a consistent strategy over time.

• Impressions: This shows that every user search results in your brand page appearing, helping track your brand's visibility.

• Landing Pages: Often underrated, these are crucial in connecting your keyword research with what's driving searches on Google. They should be central to your site and linked to "SEO signals" from platforms like Apple Maps or YouTube. Begin by integrating GSC with GA4 as a foundational step to secure your marketing strategy's future.

How to Connect These Powerhouses in Two Big Steps with a Few Clicks

1. First, access your Google Search Console and GA accounts as 'property owners' or 'Editors' for the property you have access to. Then click on the gear wheel in the left menu to access your options.

2. Next, go to 'Search Console Links,' above 'Product Linking.' Click on it, and you're almost there. Follow the final steps to finish linking and connecting both tools.

And voila! Now you can monitor not only your organic traffic but also other traffic sources. Plans involving everything that goes inside or outside your site can be part of a comprehensive strategy, which Google appreciates.

2. Lean on Internal Site Search Data

Go Beyond with the Help of Google Search Console:

You can gain a better picture of your business and market movements over time using Google Search Console. It's crucial to avoid relying solely on Google tools as "The Source of Truth." Use data from various channels to make informed decisions.

Consider using paid data from Google Ads, as it can provide insights into the most powerful keywords driving sales. This "Data-Driven Approach" helps you craft effective strategies without incurring huge expenses. You don't need to copy what works for PPC into your organic strategy blindly. Instead, create unique content and give credit where due.

3. Correlate with Landing Pages to Connect the Dots

Connecting your landing pages and queries in Search Console provides valuable insights. Your landing pages should be linked with strong keywords and similar clusters. Google's algorithms assess how things fit together, and using GSC data helps you optimize pages for better results. Rewrite content using queries and landing page data to maintain quality.

Taking Action: Connect Your Landing Pages and Queries

Link your landing pages to the queries driving traffic. This step not only improves your SEO but also enriches content on your site and beyond. It's about leveraging the power you already have.

4. Use Advanced SEO Platforms or Other Channels

Don't rely solely on Google for marketing data. Every channel, including social media and email lists, provides valuable insights. Consider using advanced SEO platforms like Semrush or others, even if they're not the biggest names. They offer cost-effective solutions for acquiring valuable data.

Final Thoughts

The disappearance of detailed organic keyword data in Google Analytics forced the SEO industry to adapt. While "(not provided)" means you can't tie specific keywords to user behavior in GA4, there are still high-quality data sources available. By combining insights from Google Search Console, internal site search, and paid search reports, you can build a comprehensive picture of what searchers want and how to deliver it.

All this manual work of juggling data between GSC, Google Analytics, and paid channel reports can be time-consuming. We built Graphed for this reason. Instead of exporting CSVs and building reports, we enable you to connect all your marketing data sources in one place, saving you time and allowing you to focus on creating better ROI. You don't need to be an expert to benefit from our platform.