As the end of cookie tracking nears, other marketing channels are changing the way they do performance measurement. SEO needs to follow suit.
Third-party cookie tracking is going away, and the SEO industry is ready and diligently preparing ambivalent and posting memes on Twitter.
SEO has been dealing with the lack of cookie tracking since its existence.
So does the cookie’s demise actually matter?
Well, my friends, I’m here to tell you two things.
The good news: this change means something and there’s an opportunity.
The bad news: it’s not going to be easy.
It takes some smart chops to get done, plus considerable resources you’re not likely to get sitting over there in the SEO corner of the office (remote, of course).
What’s the situation?
Legislation, such as the EU General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), are tightening up how advertisers can use to track users.
I think the claim behind this initiative – that consumers want more control of their data – is partly valid but not tremendous.
Most users don’t care and don’t think about who’s tracking them, except in passing. It’s not a concern that causes them to change their online behavior unless they’re trying to hide something.
Most of us would prefer to have clarity and reasonable limits on what an advertiser can track and how they target us. But in general, I’ve found we leave it at that.
The average user doesn’t think much about it, especially since it gets technical and...
Read Full Story: https://searchengineland.com/seo-future-world-without-cookies-387079
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