How Google’s Changes to Keyword Tracking will Affect ResponseTap
Since the end of September Google has encrypted all organic searches, meaning we can no longer analyse which keywords are driving organic traffic to our site. But what does this mean for marketing analytics and more specifically, ResponseTap customers?
Keyword tracking has been a staple of marketing analytics for so long that the news of Google no longer providing data on which keywords are generating organic traffic rocked the world of marketing, in particular with those specialising in SEO. However, this doesn’t mean the end of measuring the results of your search marketing with ResponseTap, it simply means there will be some differences as a result of Google’s changes.
Whilst you won’t be able to see which keywords are generating calls via organic search on Google, you will still be able to see all organic keyword data from other search engines such as Bing and Yahoo. Google are not the only search engine and others are becoming more popular with a total of 29.3% of searches being carried out through Yahoo and Microsoft. This data will still give you an insight into organic search behaviour without Google’s help.
You will also be able to see which keywords are driving your phone sales triggered by your PPC adverts. If your PPC adverts are at the top this means you can still see your most influential keywords, with 45.5% of people unable to identify paid ads from organic unless they’re on the right hand column.
With ResponseTap’s technology you will still be able to observe the most important online metric of all; customer behaviour. Being able to see how your customers are interacting with your website; which pages they are viewing the most and longest, and the reaction it provokes, be it a phone call or an online lead, will always give you the biggest insight into customer behaviour.
A key part of this is looking at your most popular landing pages resulting from organic traffic, as these can give you a good indicator into what the visitor may have searched. For example, if they landed on a product specific page, it’s likely they searched specifically for that product rather than the general company.
Whilst we anticipate a small amount of concern on these changes to the amount of data Google will provide, we are still confident that the data we provide alongside web analytics will still give you a great holistic picture of your marketing ROI and an insight into how you might reduce inefficient marketing spend and build on your current online presence.