After Blocking Keywords In Referrers, Now Google Stops Sharing Through Google Webmaster Tools – A Bug?

Last week, Google moved to send all searches through Google SSL Search, setting up the ultimate end of keyword data passed along via referrers non-advertisers. Now, Google’s official alternative channel for this information — Google Webmaster Tools — has also stopped sharing the data, most likely due to a bug.

A Bug Or An Intentional Move?

Google Webmaster Tools has had outages before, so maybe this is just a temporary bug. But if so, it’s terrible timing.

NOTE: See the postscript below that suggests this is indeed a bug. We’ve added that to the headline and the lead of the story.

Google stopped reporting keyword data through the “Search Queries” feature as of September 25. There’s no data for that day or any of the following ones, from what I can see — and others on Twitter have reported a similar omission.

That puts the cut-off happening only two days after Google confirmed that it had ramped up the use of Google SSL Search. Even people not logged into Google are now directed to Google SSL Search, also called Google Secure Search. That causes search terms to be stripped from the “referrer” data passed along to publishers, except when people click on ads. Advertisers still get referrer data off their ads.

The data withholding, coupled with an earlier move to allow publishers to archive search term information if they use Google’s AdWords system — rather than the Google Webmaster Tools system — has led to much suspicion that Google’s holding back the data not just for privacy reasons (and some doubt even this) but also to push ads.

Google Stays Silent

Early yesterday, we asked Google about the Google Webmaster Tools issue — whether it was a bug or a permanent change. An entire business day went by without the company responding.

That fits in with Google’s earlier refusal to answer further questions I sent last week about the reasons why it increased the use of secure search — and it’s not encouraging for frustrated publishers.

For more background, see our earlier stories:

• Google’s Plan To Withhold Search Data & Create New Advertisers
• Post-PRISM, Google Confirms Quietly Moving To Make All Searches Secure, Except For Ad Clicks
• “100% Not Provided Is Not The End Of SEO” Insider Opinions On Google’s Move To Withhold Data

This is a related column I wrote for CNET that may also be of interest:

• How Google could have made the Web secure and failed — again

Postscript (1:30am ET): As noted in the comments below, one of Google’s webmaster relations people, John Mueller, has acknowledged the issue and promises it will be fixed:

The team is aware of the problem and working on speeding that data back up again. Thanks for your patience in the meantime.

Postscript: Google: Webmaster Tools Reporting To Return To Normal Within In Coming Days.

About The Author

Danny Sullivan

Danny Sullivan was a journalist and analyst who covered the digital and search marketing space from 1996 through 2017. He was also a cofounder of Third Door Media, which publishes Search Engine Land, Marketing Land, MarTech Today and produces the SMX: Search Marketing Expo and MarTech events. He retired from journalism and Third Door Media in June 2017. You can learn more about him on his personal site & blog He can also be found on Facebook and Twitter.