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In June of this year I presented at the SMX Advanced conference in Seattle about a topic that is near and dear to my heart: Dealing with the problem of (not provided) keywords in our web analytics tools.
As someone who has taught Google Analytics certification courses for the past 4 years, I receive questions nearly every day asking what to do about missing keyword data. At first, I said that we should hope that Google would change their mind and start providing Keyword data again.
Time went on and wishful thinking turned into denial, denial turned to conspiracy theories and then came closure: I finally accepted that our keyword data wasn’t coming back.
We can either continue to whine about missing data or we can use this loss of data to start focusing on other ways of proving our value. My presentation focused on ways that we can show value in a much more strategic way after the easy reporting opportunity was gone. In essence turning Google lemons into sweet sweet analysis lemonade. [Continue reading]