What is not provided data in keyword reports in Google Analytics?

"Not Provided" means that Google is choosing not to show you what the keywords were. Often, you'll see one of the top keywords in the Google Analytics integration listed as "Not Provided.".

There could be various reasons to "Not Provided" data in Google Analytics instead of showing keywords:
1. This can happen if the visitor is logged into a Google service like Gmail while searching.
2. If people use a bookmark to access your site, Google Analytics won't have a keyword to report because there was no search involved.
3. If visitors come to your site from another secure site, the referring keyword might not be passed on due to security protocols.