1. The Not Provided Tool.
Using the evidence we have.
Dr. David Sewell, SEO consultant
www.freshegg.co.uk
0845 373 1077

2. Such a shame…
Courtesy of www.notprovidedcount.com

3. What are the common approaches?
• Extrapolate the % breakdown of brand terms into the “(not
provided)” visits, at different scales
• Extrapolate the % breakdown of visits with keywords into
the “(not provided)” visits, at different scales
• Use landing pages, custom filters to replace “(not provided)”
with “np – {landing page URL}”
• Use rank, add another filter to append rank passed in the
referral string “np – {rank} - {landing page}”

4. Gathering the evidence.
Locations
• Governs visibility in SERPs
for many key terms
• Clues to search trends
• Visit to visitor matching
across devices

5. Gathering the evidence.
Devices
• Affects visibility in SERPs for
many key terms
• Differing search intent
• Data in motion

6. Gathering the evidence.
Landing Pages
• Also indicators of intent
• Brand
• Product / service awareness
• or longer tail query

7. Gathering the evidence.
Location +
Device +
Landing Page +
Behavioural Metrics

8. Multi-layer perceptrons (MLP)
(neural network).
Evidence
Hidden Layers
Output
Σ
……..
……..
Σ
Σ
……..
Σ
Σ
……..
Σ

9. Training the Net.
Evidence
Hidden Layers
Output
Σ
……..
……..
Σ
Σ
……..
Σ
Σ
……..
Σ
Target

10. The Not Provided Tool:
Making models.
Evidence drawn from Google
Analytics API
Evidence and target keywords
passed to Google Prediction API
Model Ready for Use

11. The Not Provided Tool:
Making models.
• Seasons
• Week Days
• Weekends
• Daily

12. The Not Provided Tool:
Test Accuracy.
Test using evidence from known visits
Compare output from model against
known keywords

13. The Not Provided Tool:
Run Analysis.
Use evidence from unknown visits
Gain insights into (not provided)
keywords

14. The Not Provided Tool: Results.

15. Compare models against extrapolations…

16. Thank you!
Dr. David Sewell, SEO consultant
www.freshegg.co.uk
0845 373 1077
@seoeditors
Try it! www.notprovidedtool.com