These “junk results” (this is what I consider them) basically show Google.com as the referrer, and include no data on the keywords or keyphrases searched to reach our pages. Usually what we see is the full URL for the search query, which gives us keyword data and in turn helps us understand our audience and what they’re looking for.

At first I had no idea why this was happening, and my first instinct was to blame GetClicky for providing the junk data. However, when I logged in today I saw a link to this GetClicky blog post.

I’m not going to quote any of the post here because unless you read the entire page you might end up a bit confused. In summary, though, Google is testing a change in the way they handle referring URL’s that essentially blocks analytics programs from being able to track search data.

What this means for you and I is that if Google proceeds with this (and we’re already seeing it roll out into production stage), you and I will have no clue what people are searching for when they find our pages.

And if that doesn’t already get your blood boiling, here is the real kicker… Google can STILL track data and provide it via Google Analytics. Why? Because Google still has this data internally, so there is really no reason to assume they can’t push it into Google analytics.

In other words… Google appears to be telling webmasters and anyone who tracks search data that you have to use Google Analytics or you simply can’t track search data at all. Which, in effect, might render stat trackers obsolete.

The Smackdown blog has a great rundown of the situation. I highly recommend you have a read.

I think this is a really low blow if it turns out to be a permanent change. What say you?