Think that (not provided) is only impacting SEO-related websites? Think again.

The Poynter Institute, a non-profit journalism school that’s well known in media circles, wrote Wednesday about the growing impact that (not provided) is having on publisher websites. Author Steve Myers shared what he found after checking Poynter.org’s analytics:

Keywords were hidden in 29 percent of searches in April. That’s up from 22.5 percent in November, shortly after the change was made. Now “(not provided)” makes up the largest category of search terms, dwarfing the second place term: Poynter. Overall, 6 percent of inbound traffic now comes from a black box.