As Google+ continues to grow in popularity and more of Google’s software is used (like Gmail, YouTube), the keyword search information that is generated by Google and delivered to analytics tool sets is diminishing. What we are referring to is Google’s decision in October of 2011 to hide the keyword search information sent to analytics toolsets for those members who are signed into their Google accounts. Making it more difficult for the business to track what keyword the user searched to bring them to the business’ website.

Our friends up north, Kuno Creative, published a great article the other day analyzing the data presented by Google on the percentages of “Unknown” keywords returned and the impacts it had on their ability to track their lead conversion as a result of the hidden keywords. They posed two scenarios to correct the problem created by Google’s new policy, a) wait for Google to change their mind; or b) “for the inbound marketing success of your Web presence you should focus on creating original, interesting content that is relevant to your business. Optimize your content pages in the normal way, but focus your keyword strategy on the content itself, not on the overall website keyword strategy. In a nutshell, you will “get found” via the content itself, not the SEO keyword strategy“.

It is option B that I want to focus a business’ inbound marketing strategy for 2012. The guys at Kuno referenced how the creation of quality organic content would help traceable consumers find you even with Google’s new policy on keywords. This is possible because the content can be tracked even if the keyword cannot.

JASE spends every opportunity it can to share with its clients, potential clients, and the public educating them on the importance of blogging. We have talked about all the different purposes it serves for your business, both from marketing and branding standpoints. In 2012, blogging will be more important for businesses than it ever has before. Creation of quality organic content will drive your website’s social signal, now a large part of off-site SEO, and increase a website’s visibility and relevance due to both of Google’s decisions to implement Google Panda and its keyword privacy for account users.

Does your company struggle with understanding the ROI on creation of quality organic content? Are you not sure how to create quality organic content? Sit down with JASE and let us help you get started off on the right foot in 2012. As always, please feel free to share this with your friends.

Spotlight Fire Hydrant Japanimage credit: ken2754@Yokohama on flickr

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