Report: Google’s Not Provided Reached 49% & Much Higher In Technology Industry

google-not-provided-200pxBrightEdge has released a report showing that for the 8,400 brands they tracked over the last quarter, 49% of the queries collected did not provide (i.e. not provided) search query data due to Google’s secure search.

49% was the average, in fact, it is higher for the technology industry. BrightEdge said that “56% of traffic to computer, electronics, software and technology sites is coming from Google secure search.” On the low end, such as in the entertainment and consumer services sites, the percentage of secure searches is 46%.

Guess what, it is even worse for search sites. For my search blog, I noticed that the not provided percentage was over 70%.

To have half or more of all your query data wiped out is a devastating reality for web marketers.

For more on not provided, see our stories below:

Related Stories:

Related Topics: Channel: Analytics | Google: Analytics | Google: Privacy | Google: SEO | Top News


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • Drew Rigler

    This just seems to be getting worse, and it is hard now telling clients that basically “i don’t have 40% of your data available” so they can make marketing decisions. I mean, this is marketing, and one huge component of any business is knowing where your leads come from in order to address those resource components.

  • Pat Grady

    How do you explain that the % varies within the data set as well… :-)

    Reminds me of… blinded by the light, revved up like a deuce.
    Then… she blinded me with science.

  • Michael Gauld

    This is the engine’s way of making you invest more in paid search. If you want the keyword visibility, you have to be willing to pay for it now.

  • Eemes

    I accept, true what you are saying. This is becoming more difficult. Dany is there any other Analytic tool which we can rely on?

    Coz this is are the most important crucial points which needs to be addressed. Without keywords data we can’t improve or focus on traffic

  • Derek Abbring

    My bet is that someday in the future they will move analytics to a free and a paid model where the paid version will unlock this data.

  • M. Edward (Ed) Borasky

    I’ve given up on Google Analytics and Google Webmaster Tools. It’s always been a jargon-infested time sink and this whole “secure search” business was the last straw.

  • astralweb

    On one of our clients, for service work, we are seeing 47% (not provided) for past 3.5 months

  • Durant Imboden

    For my editorial travel-planning site, “not provided” is about 35 percent of organic search traffic for the month ending yesterday. That’s quite a bit less than the 49 percent “on the low end” figure cited above, but it’s obviously higher than the figure of 20.5 percent that I was seeing for the same period a year ago.

  • beulah752

    as Wendy said I didn’t even know that some one can make $6827 in 1 month on the computer. did you look at this webpage w­w­w.K­E­P­2.c­o­m

  • David DuVal

    It’s another Google Minus. Their tools are crippled by not providing data that we know they have about our company. I half joke, but if the NSA has the data, couldn’t we request it through the Freedom of Information act?

  • Linh Lan

    Google alway change :(

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide