It’s been a few weeks since Google rocked our worlds and stripped keyword-level data from the referrer, so it’s time to examine the fallout and see what’s changed in the world of search marketing. Surprisingly, not much.

runningshoesminimalist-600x356Keywords were beacons of insight – fantastic beacons – but keywords were a double-edged sword leading us to create content that unnecessarily repeated specific terms for an ideal keyword density. Writing for a bot rather than for the user is not optimizing for user experience, so Google did something about it. Google head spam-fighter Matt Cutts said it himself: over-optimizing for specific terms now has a negative impact on your SEO.

I believe removing keywords from natural search analytics (note: select keyword data is still available in Webmaster Tools) is a good thing. Find out why and how you can cope in the new reality, in my Analytics & Marketing column on Marketing Land.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: Analytics | Google: Analytics | Search & Analytics

Sponsored


About The Author: is in charge of client strategy at Fusion Tree, a performance marketing and analytics consulting group, and is based in the San Francisco bay area.

Connect with the author via: Email | Twitter | LinkedIn



SearchCap:

Get all the top search stories emailed daily!  

Share

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.

Comments are closed.

 

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

Europe

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