Google’s [Not Provided] At 87% Of Google Search Traffic To Major News Sites [Report]

google-not-providedIf you’ve been hoping that the hypocrisy of Google hiding keyword referral data from natural search traffic but still sharing it with advertisers would get some attention from the mainstream press, this might help: New data from shows that 87 percent of all Google organic traffic to some of the biggest news sites on the web is now [not provided]. — which we’ve written about before — is a content optimization platform that’s used by the likes of Reuters, The Atlantic, U.S. News & World Report, the Dallas Morning News, Mashable, The Next Web and others.

The company puts out a monthly authority report that aggregates data from billions of page views across “hundreds of top online news publishers,” and the latest report shows how fast [not provided] has grown over the past three months:

parsely-not-provided’s news clients were getting keywords on about half of their Google organic traffic at the start of July, but it’s rocketed up to 87 percent as of the end of September. (If you’re curious, we’re seeing an even higher percentage here on Search Engine Land.)

On the bright side, says these major news sites are only getting about 46 percent of their overall referral traffic from search, so they have the benefit of perhaps a more well-rounded profile of traffic sources than many non-media businesses.

Related Topics: Channel: Analytics | Google: Analytics | Google: SEO | Stats: General | Top News


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Apps Training

    i did not quite understand? did u mean google is hiding some data from us. i use adwords do i get the exact results? if not why? and also whats the best way to spy on ur competitors?
    many thanks

  • Sweta Srivastava

    Hey, So you want us to get most of the traffic from paid or referral search???

  • Sweta Srivastava

    Hey, So you want us to get most of the traffic from paid or referral search???

  • Gaurav Srivastava

    Its better to check traffic delivered keywords in Google webmaster with total and impressions and numbers of click on it. It doesn’t work like Google Analytic real time , but show a perfect way to get the accurate traffic generated keywords.

  • Daniel Benny Simanjuntak

    It was very much expected that Google will take out keywords data out of equation. This change is definitely going to impact strategy planning for SEO webmasters. I agree that now focus will shift on URL’s rather than keywords driving traffic to the site.

    We all will have to analyze our webpages and improve user experience there.

  • Nick Stamoulis

    Webmaster Tools may show me which keywords are sending traffic but I can no longer easily tie those to conversions, time on site, pages visited and so forth, all that good extra data that makes it easier to really understand what is going on. At least we are all in the same boat, big site or small.

  • Apps Training

    Ok cool

  • Gaurav Srivastava

    No. Just make a page for user first, not Google. Most responded(means most interacted) pages may get benefits from Google.

  • Mark Hughes

    Midlife crisis?

  • Warren Chandler

    When you see how Google has been acting lately you just can’t help feeling there’s a master plan at work behind the scenes.

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