In 2013, Google began encrypting a higher percentage of searches with their migration to secure search, hiding organic keyword data whenever a search is done via secure search. As a result, more branded and non-branded terms have been grouped into a (Not Provided) bucket in Google Analytics. With less available data, Not Provided has been a thorn in every SEO's side and we now have to change the way we think about keyword data and reporting SEO efforts to our clients. The SEO community has come up with a few ways to combat this inconvenience, including getting data from Bing! and Yahoo or paid search, but there's another way to do this - through website content.