From a small logo tweak on the homepage to a new sweet treat named version of the Android operating system, Google embraces change. For those of us who use Google’s services, this can be both a blessing and a curse. On one hand we could be familiar with an old version of a Google product, but are now faced with a new version that we have to learn or adapt to; or a new modification could add valuable features or increase the reliability of a product which is beneficial, but requires valuable time to reacquaint oneself with the product. Here at LC we use many different Google products, and on the Analytics Team we use Google Analytics extensively.
Since we use Google Analytics on a daily basis, we quickly notice any change or modification that Google makes, and sometimes these changes can have substantial impacts. One of the most significant changes that Google Analytics has implemented recently is the reduction and eventual elimination of organic keyword information, these are the non-paid keywords that bring up your site in Google’s search results. According to (Not Provided) Count, Google is currently no longer providing over 80% of the data in Google Analytics for organic keywords and will eventually hit 100%. This was a valuable source of information that we frequently included in reports, which we no longer have access to. Luckily Google has blogs for most of its services, including Analytics, that notify you of upcoming changes or modifications. Due to this, the Analytics Team was able to prepare for the change, notifying clients and updating reports to acquire data from organic landing and exit pages, the pages that users from organic search traffic land on and exit from, as well as information from Google Webmaster Tools to compensate for the removal of organic keyword information in Google Analytics.
What many would see as a huge inconvenience can actually be a blessing in disguise. Although Google took away a key metric that we utilized, it forced us to get creative and think of solutions to the problem. It also resulted in our team adopting another one of Google’s products, Google Webmaster Tools, which allowed us to provide our clients with additional valuable information.
Ultimately, change is not a bad thing; it keeps us on our toes, compels us to learn more, and doesn’t let us get too set in our ways. So the next time you’re dealing with change, don’t think about the inconvenience, think about how the change could possibly benefit you and your team.