What is “(not provided)” and why is it getting so much traffic? The short version is that Google is encrypting searches using HTTPS, so it does not pass keyword data on to site owners in Google Analytics. It is important to note that this lack of data is unique to Google searches; search queries from other search engines like Bing or Yahoo will still show up. However, since Google is responsible for the majority of Internet searches, not being able to see what people are searching for from the largest search provider is kind of a big deal.

You can still get some of this encrypted information, only not in Analytics. In this article I will show you how to use Google Webmaster Tools and Google Adwords for free to find out what those “(not provided)” search queries really are.

How Can I Get That Hidden Keyword Information?

You will need two things:

Your website set up and verified in Google Webmaster Tools: https://www.google.com/webmasters/, and

1.     A Google Adwords account: https://adwords.google.com.

Note: You do not need to be actively running and paying for an Adwords PPC campaign to utilize Google Adwords.

When you set up the Adwords account, you will be required to set up a campaign.

You will have to include:

• A budget

• 1 ad group

• 1 ad

• 1 keyword

These can be specified however you like, because the campaign is not going to be running. I do recommend putting in legitimate information when you get to the “Billing information” section, in case you decide to actually start a PPC campaign down the road. Once you have those details entered, choose the “Manual” payment option and you are done. Nothing will run unless you add money to the account.

Once you have your Adwords account set up, you will need to link Adwords to your Webmaster Tools. In Adwords, choose “Linked accounts” from the My Account menu option.

When you see this page, choose “View details”:

Now you will be able to type in the URL of the site you want to link Webmaster Tools and Adwords for, and import those organic search query keywords:

If you are using the same Google account for Adwords that you are for Webmaster Tools and you are listed as the owner of the site, it will automatically link the two. If not, you will need the owner listed in Webmaster Tools to approve the request. The owner will get an email with directions and a link.

That’s it! You’re done. It sometimes takes a couple of days for the data to start propagating from Webmaster Tools to Adwords, so be patient. It won’t happen right away. Once the data does transfer, you can discover the encrypted “(not provided)” keyword query data that Analytics is hiding– but you need to know where to look.

Where to Find Organic Keyword Query Data in Adwords

Log in to your Adwords Account and choose “All online campaigns” from the left sidebar. Click on the “Dimensions” tab:

Once you are on the Dimensions page, select “Paid & organic” from the View drop down:

That will take you to this dashboard:

In the “Query” column, Adwords will show all the search terms used for whatever time period you specified. Keep in mind, this is not Analytics so what you see is what you get. Still, it is far better than trying to guess what “(not provided)” means.

Final Thoughts

If anything, the fact that there is less keyword-based data reinforces the concept of content being most important and the need for content-based marketing and optimizing strategies. If you know that you have valuable information about a subject and have optimized the pages of your site using a content-centered marketing strategy, then you should know what people are looking for, even without specific keyword view information, based on landing page views and behavior. Providing useful content and knowing what keywords you have targeted within that content is more important than ever. This technique will help you not only get better search results, but also to track, interpret and have a greater understanding of those results.