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February 2014

CMI readers know that it’s possible to measure the effectiveness of content marketing efforts without keyword data — something we’ve had since 2011 to think about — but it shouldn’t just be a case of damage limitation for people who work with web analytics. For content marketers, the removal of keyword data from Google represents a huge opportunity to overhaul the way we report on our online content. With this opportunity in mind, now is the perfect time for a content audit. Hummingbird and the opportunities for content marketers It’s no longer possible to trace a significant drop in traffic back to the loss of a certain keyword using analytics, so many businesses are adapting by rank-checking a greater number of keywords on a regular basis. It goes without saying that a drop in rankings is likely to cause a drop in traffic to your online content. Combined with connotations of the Hummingbird algorithm update, which helps Google understand what its users are looking for without relying on what keywords they are using to search, “Not Provided” means digital marketers must learn to live without keyword data. However, whether we deal directly with search engines or not, content marketers have never really been as interested