How to extract not provided keywords?

Not provided keywords are the keywords without ‘keyword referral data’. If you look at your Google Analytics report of the last one month, the majority of organic keywords (usually 90%+) are being reported as ‘Not Provided’:

Related article: How to find not provided keywords in Google Analytics?

The following methods can help you in extracting the keywords which are now hiding behind ‘not provided’:

#1 Use the ‘Keyword Hero’ tool (the best method)

#2 Use ‘Search Console Queries’ report in Google Analytics

#3 Use competitive analysis tools like ‘SEMRush’ for keywords mining

#4 Use Internal site search data

#5 Run Non-branded Paid search campaigns

#6 Run page level surveys

#7 Use offline data to do keyword research

#8 Go beyond the traditional Keyword Research Tools

#9 Determine how the products are described on your website

#10 Determine how people describe your products both online and offline

#11 Determine how sales and marketing people describe and sell your products

#12 Determine how people naturally link out to your website

#13 Determine how competitors describe their products

#14 Understand Searchers’ Intent & Capture it in the early stage of the buying cycle.

#15 Use historical keywords data in your Google Analytics reports

#1 Use the ‘Keyword Hero’ tool (the most recommended method)

I have been using a new tool called ‘Keyword hero‘ with great success and thought you will also benefit from it.

‘Keyword hero’ tool pulls the search data from Google Search Console, uses several data sources for keywords clustering & classification and then matches it with the GA session data using some machine learning algorithm.

To learn more about using this tool, read this article: How to unlock not provided keywords in Google Analytics?

#2 Use ‘Search Console Queries’ report in Google Analytics

The ‘Search Console queries’ report provides a lot of valuable keyword data.

You can access this report by navigating to Acquisition > Search Console > Queries in your Google Analytics view:

Through the ‘Queries’ report, you can determine the keywords for which your website is getting impressions and clicks. You can also determine the average position and CTR for these keywords.

Note: If you can’t see any data in your ‘search console queries’ reports then it is because you have not linked your Google search console account with your Google Analytics account.

You can get more information regarding such integration from this article: https://support.google.com/webmasters/answer/1120006?hl=en

Get the E-book (52 Pages)

Get the E-Book (50 Pages)

#3 Use competitive analysis tools like ‘SEMRush’ for keywords mining

You may not know but SEMRush also provides keyword referral data.

SEMRush updates its database once a month and returns those organic keywords for a web page that are in its database and for which a webpage ranks in Google top 20. According to SEMRush, they analyze the rankings of 95+ million most profitable and popular keywords.

SEMRush can be used to determine (not provided) data even today. Through tools like SEMRush, you can determine the keywords (both paid and organic) which are generating traffic and revenue for your website or your competitors’ websites.

If certain keywords have proved to be profitable for your competitors then they should be profitable for you too. Focus on keywords that have proved to work.

Note: You won’t get all of the (not provided) data through this method. SEMRush analyses the rankings of only those keywords which are in its database.

#4 Use Internal site search data

Place a search box at the top of every page on your website and allow users to search contents on your website:

This type of search is known as the internal site search as this search is taking place on your website.

Now set up and configure site search in your Google Analytics account. You can get more details regarding this set up from this article: https://support.google.com/analytics/answer/1012264?hl=en-GB.

Once the site search is setup and configured, and a couple of hours/days have elapsed, open the ‘Search Terms’ report (under Behaviour > Site Search in your Google Analytics account):

This report will provide you with a lot of valuable keywords data. You can then target these keywords by developing content around them.

#5 Run Non-branded Paid search campaigns

It is highly unlikely that Google or any search engine will ever hide the paid keyword referral data from advertisers. So run paid search campaigns on Google and Bing.

Once you have got the PPC data in your Google Analytics reports then open the ‘Search Queries’ report (under Acquisition > Google Ads in your GA account) to determine the keywords which are generating sales and conversions for your website:

Then target these keywords through SEO by developing content around them.

Note: There is no guarantee that what works for PPC, may work equally well for SEO. But by and large, this strategy works and it works really well.

Attribution Modelling in Google Ads and FacebookAttribution Modelling in Google Analytics and Beyond

Get my best selling books on Attribution Modelling

  • Learn to implement attribution modelling in your organization
  • Understand the customer purchase journey across devices
  • Determine the most effective marketing channels for investment

 Click book covers to find out more

#6 Run page level surveys

Page-level survey tools like Qualaroo can provide you with a lot of valuable keywords data, provided you use these tools correctly.

For example, do not ask questions like “which keywords you used to visit this landing page?” Not only does this question sounds odd but you won’t get many replies either.

Ask questions like:

  • What is the purpose of your visit to our website today?
  • Were you able to complete your task? If not then why you were not able to complete the task?

These two questions always provide me with a lot of keywords ideas every single day.

For example, if you get a lot of survey responses like “I was looking to get more details about conversion tracking through Google Tag Manager” then you know that you have to write an article that covers this topic in depth.

Satisfy your visitors’ queries and you will get conversions. Page-level surveys will also help you in understanding searchers’ perception of your content and brand.

#7 Use offline data to do keyword research

Many marketers/analysts overlook the offline data available to them like:

  1. Product catalogues
  2. Product brochures
  3. User guides
  4. Marketing material (flyers, posters, print ads)
  5. Sales pitch used by sales and marketing people
  6. Sales pitch used in radio ads, TV ads or banner ads
  7. Slides used in a sales presentation
  8. Sales pitch used in company newsletters or magazines

All of these data sources can provide tons of valuable keyword ideas.

Sales and marketing people are in constant touch with existing and potential clients and the way they describe and sell their products is probably the way people talk about your products.

You can get this valuable insight only through the offline data sources mentioned above.

#8 Go beyond the traditional Keyword Research Tools

Many traditional keyword tools like Google Keyword Planner generally report traffic only for fat head keywords (i.e. the keywords which seem to be getting high search volume).

On top of that, the tools’ search volume data is highly inaccurate.

For example, Google is notorious for showing inflated search volume and this can be due to its vested interest to keep keywords competitive for possible high bidding by Adwords advertisers.

It also fails to report all those keywords which have low or very low search volume.

Every SEO campaign I have worked on gets the majority of its organic search traffic through such low volume keywords (also known as the long-tail keywords).

The majority of traffic comes from long-tail keywords.

Still, marketers remain busy targeting fat head keywords (like care insurance, travel London, etc) as Google reports high search volume for them.

Hitwise.com conducted research on ‘long tail of search’ a few years ago and came out with these fantastic results:

If you had a monopoly over the top 1,000 search terms across all search engines (which is impossible), you’d still be missing out on 89.4% of all search traffic.

There’s so much traffic in the tail it is hard to even comprehend. To illustrate, if a search were represented by a tiny lizard with a one-inch head, the tail of that lizard would stretch for 221 miles.

So if you just rely on keywords tool like Google Keyword Planner for your keyword research, you will miss out on a great deal of traffic which comes from targeting long-tail keywords.

And above all fat head keywords are extremely competitive and difficult to rank for. Your website may not rank for them for years.

If you work with the mindset of targeting long-tail keywords, you will no longer select keywords just on the basis of their search volume.

You will select keywords that are frequently used by your visitors before they convert on your website.

#9 Determine how the products are described on your website

Just by reading a product description, you can determine several relevant keywords for the product.

For example, the following is a product description from an ecommerce website which sell shirts:

This shirt will keep your long sleeves and your awesome style in place.
Buttoned stand-up Mandarin collar

FIT: Classic fit
FABRIC: Cotton Blend
COLOR: Black / White

Just by reading this description, you can determine keywords like long sleeve shirts, black shirts, white shirts, mandarin collar shirts, etc.

#10 Determine how people describe your products both online and offline

Your customers do not always use the search terms you think they use (or as Google Keyword Planner Tool suggests) to find your products.

For example, you may be struggling hard to rank for the keyword ‘car insurance Southampton‘ while your client is in fact searching for the keyword ‘car insurance for young drivers Southampton‘.

The former is a competitive keyword and may not always produce the best results in terms of sales or conversion as it can fail to meet the intent of a searcher who is looking for a specific type of car insurance.

Whereas the latter keyword is easier to rank for and can result in higher conversions or sales.

Therefore it is very important that you understand how people describe your products and what they are looking for or are interested in.

You can get this insight by scanning:

  1. Product reviews on industry review sites.
  2. Reviews on product pages of your site.
  3. Comments on: industry news sites, journals, and magazines.
  4. Product reviews on popular retail sites like ebay.com, amazon.com, etc.
  5. Comments on industry blogs and youtube videos
  6. Customers feedback (you can get it through surveys or through your customer support team)

Get the E-book (52 Pages)

Get the E-Book (50 Pages)

#11 Determine how sales and marketing people describe and sell your products

Sales and marketing people are in constant touch with your existing and potential clients and can provide a great deal of keywords’ insight. The way they describe and sell their products is probably the way people talk about your products.

You can get this valuable insight by scanning;

  1. Product Catalogs
  2. Product Brochures
  3. User guides
  4. Marketing Material (flyers, posters, print ads)
  5. Sales pitch used by sales and marketing people
  6. Sales pitch used in Radio ads, TV ads or banner ads
  7. Slides used in a sales presentation
  8. Sales pitch used in Company’s newsletters or magazine

#12 Determine how people naturally link out to your website

The way people naturally link out to you can tell a great deal about what they think of your product/brand.

For e.g., if a lot of people link out to your product as ‘cheap interactive whiteboard’ instead of ‘ 78 inches Gin interactive power board’, then you should seriously think of optimizing your product page for that keyword.

You can determine the anchor text of your incoming links through tools like ‘open site explorer‘.

#13 Determine how competitors describe their products

Competitive analysis helps in all aspects of internet marketing and keyword research is no exception. However here by competitors, I mean key industry players.

The way they describe their products, choose keywords to target and the way people talk about their products can give you a good insight into ‘what to target’.

You can get this valuable insight by scanning:

  1. Reviews on product pages of your competitors’ site and review sites.
  2. Their product catalogs, brochures and user guides.
  3. Sales pitch used by them in their marketing material and radio/tv/banner ads.
  4. Use the SEM Rush tool to quickly determine which organic and paid keywords are actually driving traffic and sales to your competitors’ website.

#14 Understand Searchers’ Intent & Capture it in the early stage of the buying cycle.

In keyword research, the most important thing to consider is your searchers’ intent.

What is their state of mind while they are performing a search. Are they searching to buy a product or are they searching to make a purchase decision?

When it comes to determining searchers’ intent, the search data shows the highest indicator of intent followed by demographic data and behavioral data.

As an SEO it a wise to capture your prospects in the early stage of the buying cycle when they are making a purchase decision through keywords like ‘which is the best ….‘ or ‘where to buy ……‘.

Such keywords are easier to rank for and you have less competition to face.

But once your prospect is in the full buying mode, he will search for keywords which you may find very difficult to rank for, expensive to bid on and are predominantly captured by big brands like Amazon.

That is why it is wise to capture your prospect early in the buying cycle esp. if you have got low marketing budget/resources.

#15 Use historical keywords data in your Google Analytics reports

historical-data3

Many of you have been using Google Analytics for years. And in all of these years, your GA account has acquired tons of keywords data.

Use this historical keywords data to determine keywords that have proved to generate traffic, conversions, and sales for your website. Export this data and save it on your hard disk/cloud for future use. Google is not going to archive your historical data forever. So do it today.

Related Articles

Do you know the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics. They just copy each other. Monkey see monkey do.

But Digital analytics is not about GA, GTM. It is about analyzing and interpreting data, setting up goals, strategies, and KPIs.

It’s about creating a strategic roadmap for your business.



Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without a good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or get involved in an accident.



You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.



You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in a couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.


You need to know a lot more than GA in order to work in the digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.



EXCLUSIVE FREE TRAINING...

"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."



Here’s what we’re going to cover in this training…

#1 Why digital analytics is the key to online business success.

​#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.

#4 ​Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

#5 The number 1 reason why conversion optimization is not working for your business.

#6 How to advertise on any marketing platform for FREE with an unlimited budget.

​#7 How to learn and master digital analytics and conversion optimization in record time.



   

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!