Google is no longer providing the keywords people use to find your site, and the Hummingbird update means marketers have to be even smarter about the content they create so people can find it in search results.
Add that to the in-depth articles you should already be writing and, well, your job just changed significantly.
Keywords and searches
Let’s talk first about the keyword update.
The bad news is if you use Google Analytics to discover how people find you, your job just got a little more difficult.
The good news is Webmaster Tools still shows you what people are using.
If you click on your site in Webmaster Tools, then click on “search traffic” and then click on “search queries” in the left-hand column, you’ll see all is not lost.