Earlier this week, Google announced a sweeping change to the way they pass referrer data to analytics. In a very brief nutshell, users who are logged in to Google will be routed to an https version of the Google search engine, and search queries from these users will not be passed in the referrer string to analytics packages for organic traffic.
This decision has rocked the search community more than anything I can remember in recent years, and the reaction is almost universally negative. Anyone who’s successfully done search for any length of time will tell you that one of the great things about search marketing (and I’m talking PPC and SEO here) is the amount of data you get. And Google just removed a big chunk of that data. (Google claims it’s not a big chunk, but that’s debatable.
The kicker is, this change only affects organic traffic. PPC referrals will still contain the referring query data. And this is what has SEOs really upset and crying “conspiracy:” the implication is that Google is trying to encourage websites to use Adwords, so they can get all their referrer info instead of only part of it.
Why should PPC’ers care about this? After all, we’ll still get our data. So who cares if the SEOs of the world are out of luck?
I care. And here’s why.
PPC and SEO work hand in hand.
I’m a firm believer that no marketing channel should operate in a vacuum – especially search channels. For best results, PPC and SEO should work hand in hand. I often talk about PPC informing SEO, and Google’s change won’t affect that aspect of your integrated marketing strategy.
However, the information flows both ways. SEO can and should inform your PPC efforts, too. Search pros often recommend mining your organic data for new PPC keyphrases. With this change, your organic data is going to be less complete.
Transparency is key.
From day one, search pros have been asking for more transparency from the search engines. We want as much data as possible to inform our decision making process. We want to know what sites are driving traffic to our site, and whether those sites are converting. We want to know what search queries people are using to find us, and whether those queries are converting. We want to know where those searchers are located, what browser they’re using, and anything else we can learn about them.
This is not to say that we want this data down to the individual level, which is the basis for Google’s change. Google is claiming privacy concerns as the driving force behind their decision.
That’s a bunch of BS. Google has never shared individual user data in referrer strings. And even if they did, who cares? Looking at user data on an individual basis is a waste of time – it’s not statistically significant, and isn’t useful. Data is only useful in aggregate. I don’t care if one guy searched on “what is the best ever ppc blog written by some chick in Michigan” to find my site – but I do care if 100 people who were logged in to Google searched on that term to find me.
With this move, Google has decreased transparency, not increased it – thus going backwards in terms of providing useful and informative data.
PPC’ers should be very concerned about this move. I for one am wondering what they’ll take away from us next. How does this change affect you? Share in the comments!