The changes to secure search
Marketers have been operating in a “secure search,” or encrypted search, environment for some time. Back in 2010, Google announced encrypted search in beta, and in 2011, launched it for all users signed in to Google. This resulted in the “(not provided)” keyword data marketers began to see. Currently Google has made search 100 percent encrypted, which means little to no keyword data in analytics would be available. There was no going back. This presented a dramatic shift in the way many SEOs approached marketing and tracked progress. A new year signifies a new start for SEO - the Secure Search Manifesto serves as a foundation for marketers to perform better.
The secure search manifesto
The Secure Search Manifesto represents the convictions of more than 25,000 SEO practitioners using BrightEdge technology, including more than 8,500 brands comprised of seven out of ten top hotel chains, seven out of ten leading online retailers and seven out of 10 top tech companies. Clients like Marriott, ModCloth, and Rosetta all agree the concepts in The Manifesto are representative of where SEO is now, and where it’s headed tomorrow. The Secure Search Manifesto holds the following truths to be self-evident.
1. Analytics is the source of truth
SEO reporting requires real – not estimated – business metrics, including traffic, conversions and revenue. At BrightEdge, we present actual data that matters to the business. You can leverage Daily Pulse for immediate results on tracked keywords or Data Cube to find results overtime.
2. Rank still matters (and always will)
Marketers need complete visibility into how content appears in the search results by device type (mobile, tablet, desktop), in universal listings and by location (city, and country). Through our sophisticated technology, BrightEdge reports authentic rank across these important categories using Keyword Reporting.
3. “Page” is the new center of the universe
Keywords still matter, but web pages are a much better indicator of how your content is performing today. With BrightEdge Page Reporting, we allow clients to measure at the page level, by grouping pages by business units, allowing for period-over-period comparisons, giving on- and off-page recommendations and offering global competitive insights.
4. All data is relevant and connected
Marketers always need access to best-in-class data that gives a holistic snapshot of progress. BrightEdge offers 20/20 vision through its integration with Google Webmaster Tools, Majestic Backlinks data and a massive reverse index of the web.
5. SEOs need a trustworthy partner
In a business environment where anyone with an interest in SEO can claim to know, and in-house SEOs must prove their worth, our customer success functions as your trusted advisor and strategic partner. We’re constantly tracking trends and working with you on SEO best practices so you can stay ahead of the curve.
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