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Why SEO Metric Tools are So Inaccurate Recently?

This started few months ago and it seems that I haven't been able to find reasonable explanation on blogs and forums. We all know that Google Analytics, Webmaster Tools and SEMRush have never been 100% accurate, however recently, those tools are total mess.

I don't know why, so if you know, please share in a comment below.

Top 3 Inaccurate SEO Metric Tools

Google Analytics “Not Provided”

b2ap3_thumbnail_Not_Provided_GA.pngThis have been an issue for a while - “not provided” in Google organic results. It started with acceptable percents 20-30%, but all of a sudden I start seeing 80% and even 90% “not provided”. Well, shall we totally forget about this metric?

We know the limitation of GA related to browsers and JavaScript code, but comparing with server logs 2/3 of the traffic seems to be somehow missing in GA data!

Google Webmaster Tools

How many of you have seen the error on “Search Queries” at Webmaster Tools? To fix it you need to click back. Additionally how many of you have seen keywords listed in top 10, which actually aren't in top 300. Or very important ranked keyword completely excluded in the metric, or all of a sudden list of backlinks cut by half.

b2ap3_thumbnail_Webmaster_Tools_Search_Queries_error.pngb2ap3_thumbnail_Webmaster_Tools_Search_Queries_error.png

SEMRush Zero Results

Together with other two for a couple of months SEMRush shows zero to nothing data related to organic keywords ranked, though not so important tool, it used to be very accurate in the past.

b2ap3_thumbnail_SEMRush_Organic_Keywords.png

Google Search Results Mess

In the last 2 weeks, I've had to put myself in customer shoes try to find top websites in few different niche. Google returned results that were completely different that my query – blogs, forums, A-list websites, but nothing even close to the key phrase that I've searched for. Made few more attempts and even used advanced search operators – same mess!

To be honest I am very disappointed from “Big G” - aren't all updates suppose to serve better search results? The interface of Google Analytics for instance was changed at least 3 times during the last year. Why? SEO practitioners and business owners want accurate results, don't really mind the interface changes that much!

And again the question from above, do you think that recently all major web metrics are very inaccurate?

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Tuesday, 20 October 2020
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