Why Grumpy Cat Shouldn’t Feel Grumpy About Google Blocking Keyword Data

People (and Grumpy Cat, apparently) seem pretty bummed out about Google’s recent decision to block all keyword data from Google Analytics. That’s right: you’ll no longer be able to see what keywords people are searching for in Google to find your website.

Prior to this change, marketing and communications folks have used this data to see how well websites are performing on search engines and making sure that keyword search engine optimization (SEO) is up to par.

This was a semi-valuable service that has, in true Google style, been ripped from our numbers happy hands.

Deep breath.

While this is a big change for Google–and YOU–it’s no reason your nonprofit should a) cry or b) turn into Grumpy Cat.

Here’s why:

The Bigger Picture Always Mattered More Than Tiny Details!!!

Having readily accessible keyword data in Google Analytics made it easy to obsess over miniscule details rather than what’s really important for nonprofits–connecting with the people who care about the work you’re doing and inspiring some defined action like making a donation or signing up to volunteer.

Picture this: a single keyword is like a grain of sand on the beach. Nobody goes to the beach for a single grain of sand—you go for all of the grains of sand…the entire beach, in fact! Similarly, nobody reads a blog post or page on a website hoping to find the perfect keyword—they read it in hopes of finding compelling content—something that inspires them to act. And since individual keywords aren’t that important to search engines anymore, keyword data is not longer that useful. Content remains king!

So, nonprofit communicators of the world, embrace your new freedom and ignore keywords! Instead, start thinking about how you can create compelling content that supports your communications goals! (And turn that frown upside down, Grumpy Cat!)

What do you think? Will you miss the Google Analytics keyword data? 

David Backes

David Backes, former account manager at Prichard, acted as Prichard's in-house techie nerd. Don't let this fool you though–David has been known to spend time away from his computer screen and enjoys riding his bike around Portland (rain or shine) or working to perfect his caramelized onion recipe. David also races his bike during the cyclocross season at the mildly competitive beginner level.
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