The percentage of organic search traffic that is being reported as ‘not provided’ is increasing for every website. Driven by changes to browser defaults as well as Google’s campaigns to get users logged in, most sites have lost this keyword data for considerably more than 10% of search visitors, and for more than 60% in some cases. (You can read Mike Pantoliano’s analysis on the Distilled blog.) Within 12-18 months, I wouldn’t be surprised to see most sites with 90% of their Google traffic being ‘Not provided’ and it could be 100% for some. Indeed, Google could turn all this data off overnight, at anytime, if they wanted to.
Some people have suggested extrapolating data to fill in the blanks—but this simply doesn’t work for now, and won’t even be an option when there is no data.