A cornerstone of SEO has long been analyzing keywords, with tools like Google Analytics providing insights into which keywords drive the most traffic. However, a few years ago, Google began restricting access to this data for users signed into their Google Accounts. This shift hit the SEO industry hard, as keyword reports started showing increasing amounts of “not provided” data instead of detailed insights. Now, Google has taken an even bigger step: it has completely removed keyword tracking from its search engine—unless you’re using Google Ads, which still provides full keyword data.
Does this spell the end of keyword analysis? Probably not, but it does make it more challenging to understand how users are discovering your site. Success will require a shift in approach, leveraging alternative metrics and tools to fill in the gaps. For instance, while Google Analytics no longer provides this data, you can still track keyword rankings through external tools and use Google’s Keyword Planner to gauge the popularity of certain terms.
In practice, much of the SEO landscape remains unchanged. Identifying keywords where you don’t rank is unaffected by this development, and there are still plenty of ways to gain actionable insights. Google’s move is a reminder to stay adaptable and to double down on proven strategies, like creating high-quality, engaging content. With some creative thinking and a commitment to the mantra “content is king,” there are still plenty of opportunities to achieve significant SEO and content marketing wins.