In October 2011, Google announced it was going to start blocking valuable data about which keywords consumers use to discover your content. By encrypting all searches, Google would instead dump visits from natural search into the nebulous “not provided” category in web analytics software.
At the time, the company said it would impact less than 10% of search traffic.
Fast forward 24 months, and web marketing has been completely turned upside down. When search marketers opened their Web analytics packages at the end of September, they were greeted by a rude surprise: that 10% number is much closer to 100%.