Google has announced the SEO future without cookies, which means SEO would no longer enable the usage of third party cookies in Google Chrome due to increased customer criticism over privacy concerns. Cookies are tiny text files that a website delivers to your browser. They assist that website in remembering information about your visit, which might make it simpler to return to the site and make it more helpful to you.
The original date for the third party cookie was 2022, but Google has now extended the deadline to 2023, giving businesses an extra year to prepare. Third-party cookies are website tracking codes to recall a user’s online activities. They work for advertising businesses to harvest data for subsequent usage. This data is then purchased and sold, allowing advertisers to target online. A retargeting cookie is the most basic example of a third party cookie at work.
However, first-party cookies that collect essential website visitors’ information are still secure. Google labelled first-party partnerships “essential” in its 2021 announcement. Any first-party data you collect from your website’s users will remain intact across all browsers. You’re shopping for a new automobile online one day, and over the following two weeks, you’re being followed across the internet by Ford adverts. This form of retargeting is prevalent, powered by third party cookies, and customers either love or despise it.
Do websites require third party cookies?
HTTP cookies are necessary for the contemporary internet, yet they risk your privacy. As a vital feature of web browsing, HTTP cookies assist web developers in providing you with more personalized and easy website visits. The third party cookies enable websites to remember you, your website logins, shopping carts, and other information. If you refuse third-party cookies on a website, they may interfere with your usage of the site. Accepting third-party cookies provides you with the most excellent online experience.
Consider online purchasing. The third-party cookies enable the site to keep track of everything you have placed in your shopping basket while browsing. Strictly necessary third-party cookies are required for websites to function since they improve your experience and make it simpler for you to use the site. The third-party cookies, for example, might be used to remember your language choices and other settings you’ve made to ensure that your visit is as efficient as possible.
Ideas for tracking SEO at the next level
Consider the future world without cookies would affect SEO by following the methodology established by other measurement channels: construct a clean room. The truth is that a clean room is unlikely to be created expressly for SEO. It doesn’t have to be because SEO doesn’t have any first-party data. Measuring will not result in investing the organisation’s resources. However, you may use the labour of others in paid media to acquire some intriguing SEO measuring applications.
- Attribution in aggregate
Rather than using individual data, this strategy investigates how other media (such as TV advertisements) affects a high-frequency indicator (such as organic search sessions). This study reveals how SEO catches the demand generated by a television commercial, offline campaign, or display campaign.
- Modelling of the modified media mix
Attempting to push organic clicks into media mix modelling (MMM) is a misuse of the measure since you will change the findings previously presented to the business. The paid media team would disagree, and the company would be distracted and potentially bogged down in attribution debates. Instead, we may take the MMM and exclude any media-driven sales. Then, we may run SEO clicks against the base sales to extract the SEO signal hidden in the base.
We may run a model of paid media impressions versus SEO clicks to understand media interaction further. This method is comparable to aggregated attribution but more granular. The future world without cookies is a transformation in the digital environment as a result of Google’s stated January 2020 phasing out of third party cookies in its Chrome browser (now postponed to 2023).
Now, let’s see how third party cookies work.
The third party cookies generate when you request a third-party service from a website, to put it simply. They execute using JavaScript or other computer languages. The third party cookies collect information about user activity to give a more personalized experience. Because of their nature, they frequently raise privacy concerns, and if there are no measures, they may violate GDPR and other privacy legislation. The domains set third party cookies other than the one you are now visiting.
These are typically used for online advertising and placed on a website by adding scripts or tags. A third party cookie is available on any website that loads the code from the third-party server. A third party cookie is put on a website by someone other than the owner and gathers user data for the third party. The third party cookies, like regular cookies, are inserted so a site may remember something about the user afterwards.
SEO Future without Third Party Cookies
A third-party server, such as Facebook or Google, sets third-party cookies. A piece of code generates that you may install on your website. When we talk about a future world without cookies, we mean the end of third party cookies. Creating a transparent and safe web using cookies and Big Data is feasible. But, we must rethink how digital marketing has operated in recent years. The third party cookie options include identity solutions, contextual targeting, and Google’s Privacy Sandbox.
SEO future without third party cookies is like marketing without cookies; it necessitates using first-party data rather than third-party cookies. SEO: gain access to enormous volumes of SEO traffic. View actual outcomes. Content Marketing: Our team develops fantastic content that gets shared, linked, and traffic. It’s a popular misconception that an SEO future without third cookies would negatively impact your website’s ranking in search engines. Advertisers and publishers were concerned that Google would alter Chrome’s cookie tracking mechanism.
If properly configured, cookie consent banners or SEO future without third cookies will have no effect, and the information on your website will be available to Googlebot.