05
Sep 2013 · Measurement
The Keyword Blackout
Search marketers reacting to “not provided”
Encrypted queries meant SEO would be blind.
Listen to Track 05 · 2013 electro-soul · 1:30
Read the lyrics
[Verse]
The numbers used to tell a tale,
Each little word would leave a trail.
Then one morning, blank and white,
“Not provided” filled the light.
I stared until the coffee cooled,
And wondered who had changed the rules.
The owner asked, “What brought them here?”
I said, “The answer disappeared.”
[Chorus]
Turn the light on, let me see,
Who’s been looking out for me?
If the words have gone away,
Watch the things the people say.
Count the calls and count the chairs,
Someone’s finding something there.
[Verse]
We watched the pages people chose,
The bookings and the questions posed.
A form came in, a sale went through;
The missing words were not the view.
We’d lost a window, not the street,
And there were customers to meet.
[Final chorus]
Turn the light on, let me see,
There’s a different way to read.
Count the calls and count the chairs,
Someone’s finding something there.
Coroner’s report
Keyword-level visibility changed. Search Console, landing pages and outcomes still mattered.
The evidence: Google began hiding signed-in query data in 2011.
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