January 2014, Acronym Media commissioned Forrester Consulting to research how recent changes to search engine data encryption policies (aka Keyword Not Provided) are affecting search marketers and the tools marketers seek to use to better help them uncover keyword insights.
Between March 2014 and April 2014, Forrester Consulting fielded an online survey to 102 US-based marketing professionals who are decision-makers or influencers about digital marketing budgets and strategy within their organizations. This brief survey allowed Forrester to investigate these marketers’ top goals and metrics of content marketing, the role of keyword data in content marketing, and how encrypted search policies (such as that instituted by Google Secure Search), where keyword-level data is not provided, will affect content marketing.
At the dawning of the age of search marketing, the keyword mapped to the web page that it appeared on. You could optimize around that keyword for SEO wins or bid on that keyword for PPC wins. Now the landscape has changed and become more complex. In this webinar we reveal the results of a recent survey on how “keyword not provided” has impacted marketers and how the application of multiple data sources to determine intent and provide insight can help to develop great content. For more info on developing content around intent, download our whitepaper: http://www.acronym.com/understand-your-customers-intent-to-develop-great-content/
Shar VanBoskirk, Forrester Research, Inc.
Mike Grehan, Acronym