Moz has launched a new report in Moz Analytics dubbed as the “Landing Pages Report” to solve the keyword (not provided) or “keyword unavailable” issue. The new report is only available to Moz Analytics campaigns connected to Google Analytics. Those who are using the older version of Moz, the SEOmoz PRO app, can switch their campaigns to Moz Analytics and connect GA to take advantage of the new feature.
The tracked keywords are grouped by landing page and correlated with a new metric called Estimated Traffic Share. This metric shows how much each keyword contributes to the total visits and is based on landing page traffic, keyword ranking position, estimated search volume, and SERP click-through-rates. The report determines which keywords are your strongest traffic drivers.
Giving an example, Moz says its “Understanding Stock Options at Startups” post received 170 organic visits and ranked decently for keyword phrases including “startup stock options” but missed on a few important keyword targets.
If you look at the Opportunities tab you will see the tracking phrases like “understanding stock starting a company” provides more details into the post’s organic footprint and returns some important data which (not provided) took away. Sometimes you will find Estimated Traffic Shares make up a big part of the landing page total. In these cases you can assume the primary traffic drivers are being tracked.
To get the maximum advantage of the report you should add tracked keywords to your Moz Analytics campaign and a healthy selection of terms to get the maximum insights.