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13 Inexpensive Small-Business Marketing Ideas That Actually Work

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13 Inexpensive Small-Business Marketing Ideas That Actually Work

Want to give your small business a marketing boost? Try one of the ideas below.

They’re inexpensive, and they work.

Here’s the list:

  1. Set up your Google Business Profile
  2. Get featured on local list posts
  3. Get listed on directories and marketplaces
  4. Get more reviews
  5. Target seasonal events
  6. Do SEO for your existing pages
  7. Run a giveaway of your product
  8. Partner with influencers
  9. Leverage existing pages and spaces
  10. Turn one-time purchases into subscriptions
  11. Bundle your products
  12. Create a referral program
  13. Set up drip campaigns

1. Set up your Google Business Profile

Google Business Profile (formerly Google My Business) is a free tool from Google that allows you to create, manage, and optimize your Google Business Profile.

Basically, doing this will improve your rankings in local search queries and Google Maps.

Setting it up and optimizing it only take 30 minutes—a low-hanging fruit. If you’ve not done it yet, I’ll recommend you do it now.

Recommended reading: How to Optimize Google My Business in 30 Minutes

2. Get featured on local list posts

Best of” lists exist for almost anything in almost any city. You can find the best spas in Singapore:

Google SERP of "best spas singapore"

Or the best spin studios in London:

Google SERP of "best spin studios london"

These pages usually get a decent amount of traffic and will expose your business to readers. So your goal is to appear on these pages, which feature lists that fall under topics relevant to your business.

Here’s how to find these pages to pitch:

  1. Install Ahrefs’ SEO Toolbar
  2. Search Google for something that’s likely to return relevant lists for your business
  3. Look for blog posts with traffic

For example, if you own a ramen restaurant in Singapore, you can search for “best ramen restaurant singapore.” This gives you a list of “best of” pages you can pitch to. Use the SEO Toolbar to see which of these pages get traffic:

Ahrefs' SEO Toolbar showing data for each result on Google SERP

If you find that you’re not featured on any of these pages, find the site owner’s or editor’s email address. Then give a pitch, requesting them to include your business. But don’t expect to be included just like that. You’ll usually have to invite them to sample your product or service.

Pro tip

Don’t just search for the most obvious terms. Try thinking out of the box too. For example, if you’re a glamping provider, the most obvious term may be “best glamping Singapore.”

But glamping is an awesome date idea too. So why not pitch to be included in topics like “best date ideas Singapore”? There are plenty of other ideas too: best outdoor activities in Singapore, best things to do in Singapore, best things to do with kids in Singapore, and so on.

3. Get listed on popular directories and marketplaces

Google is only one way people find businesses online. There are other directories and marketplaces people use too. For example, they may use Yelp to find restaurants, TripAdvisor to find hotels, or Avvo to find lawyers.

Likewise, your goal is to appear in any relevant directories so that people can easily find your business. To look for suitable directories, Google “[type of business] near me.” Then look for directories in the search results.

Google SERP of "italian restaurants near me"

Another method is to use Ahrefs’ Link Intersect tool, which is a tool that shows you who’s linking to multiple competitors, but not you. Here’s how:

  1. Go to Link Intersect
  2. Enter a few of your competitors’ homepages in the top section
  3. Enter your website in the bottom section
Link Intersect tool

Then, hit “Show link opportunities.”

List of domains not linking to yourcafe.com

Look through the list and see if there are any directories. For example, this site looks like it is a directory and links to all three competitors’ sites.

Site that links to competitors

Go to the website and see how you can be added to the directory.

In all, 93% of consumers say that online reviews have influenced their purchase decisions. So the more positive reviews you have, the likelier it is for someone to buy from your business.

Not only that, typically speaking, if you want to rank higher on directories or marketplaces (#3), it is likely you’ll need more reviews. One thing, though: On most of the major directories, it is against guidelines to offer incentives for reviews. As a result, you may be penalized for doing so.

So how can you get more reviews?

The simplest way is to make it easy for people to review your business. Create a link that your customers can access easily so that they don’t have to figure things out. The fewer hoops to jump through, the more likely customers will leave a review for you.

"Share review form" button to share Google Business Profile

The timing matters too. Ask them to review your business only if they have expressed satisfaction. It may be after a customer compliments you on the delicious food at your eatery or shares a positive Net Promoter Score (NPS) online.

5. Target seasonal events

No matter which country you reside in, there are plenty of seasonal occasions and events that people are willing to spend good money on. Examples include Valentine’s Day, Black Friday, Cyber Monday, Christmas, and Singles’ Day (Asia).

Your business should capitalize on people’s willingness to spend.

One way you can do this is to find seasonal topics and rank for them. Here’s how you can find these topics:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter a few relevant keywords
  3. Go to the Matching terms report
  4. In the Include box, enter a few holiday keywords (e.g., Black Friday, Father’s Day) and choose Any word.
Matching terms report results

From here, eyeball the list for relevant topics you can target, then create content that ranks for it.

Recommended viewing: Holiday SEO Tips to Maximize Organic Traffic

6. Do SEO for your existing pages

Here’s an interesting statistic: 53.3% of all website traffic comes from organic search. Yet, according to our study of 1 billion pages, 90.63% of pages get zero traffic from Google.

Pie chart showing 90.63% of pages get no traffic from Google

One of the reasons is most of these pages aren’t optimized for SEO.

If you want to rank high on Google and get passive, organic traffic over time, you have to optimize your pages for SEO.

First, let’s start by identifying pages on your site that do not currently get any search traffic. Here’s how to do this:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your domain
  3. Go to Overview 2.0 and scroll to the Organic pages by traffic chart
"Organic pages by traffic" bar chart

Click on the “0” bar, and it’ll show you all the pages on your site that do not get any search traffic.

List of pages that have no traffic

Look through the list and note down those pages that are important to you. They should be your priority. Then follow the guide below on how to improve your pages’ rankings.

Recommended reading: How to Rank Higher on Google (6 Easy Steps)

7. Run a giveaway of your product

Everyone loves freebies. Give away your product—and you’ll get to promote it, raise brand awareness, and even collect email addresses along the way.

Doing a giveaway is pretty easy. Set it up with a free tool like KingSumo, and you’ll be good to go.

Contest page showing prize details and text field for participants to enter email address/FB details

An example of a giveaway setup using KingSumo.

You can even gamify the giveaway by handing out more entries if participants complete a set of actions. The good news? KingSumo does this automatically for you too:

List of actions for participants to complete

8. Partner with influencers

American entrepreneur Tim Ferriss sold out wild sardines and Mizzen+Main’s shirts after one podcast shout-out. Kpop singer Hwasa sold out dishes at a local restaurant in Korea after she was filmed eating there.

Work with influencers to tap into their audience. Their followers trust them and are happy to buy whatever the influencer recommends.

This happens at Ahrefs too. Even without an influencer marketing campaign, an endorsement from an industry expert has led to a significant boost in sign-ups:

Ahrefs' inbox with filters applied. Shows over 400 messages related to Backlinko

There are plenty of ways you can work with influencers. For example, if you’re a restaurant owner, invite them for a tasting session. Or you can give them your product for free.

However, unpaid engagements mean the influencer may not be inclined to promote you. If you have the budget, you can work with them on a paid basis. You don’t have to work with celebrities. You can always work with nano or micro influencers to reach more people at lower costs.

You can even combine this idea with other ideas in this article. For example, you can get them to join your referral program (idea #12) or partner with them to do a giveaway (idea #7):

Mongabong's sponsored Insta post about a giveaway

Recommended reading: Influencer Marketing in 2021: Definition, Examples, and Tactics

9. Leverage existing (but underutilized) pages and spaces

Thank-you pages, cart pages, email confirmation pages, receipts, and more. Most businesses just leave them as is, but they’re actually underutilized real estate.

More can be done with them. You can add upsells, add cross-sells, collect emails, ask for reviews, etc., on these pages.

For example, after you sign up for Ramit Sethi’s email list and click “confirm,” you’ll be redirected to a page where he offers you a few free downloadable resources and a link to check out his paid course.

Part of webpage showing a video and "learn more" link below

Other examples include Amazon showing recommended or sponsored products on its cart page:

Cart page showing item added to cart. To the right, a list of sponsored products

10. Turn one-time purchases into subscriptions

Pret A Manger offers a monthly coffee subscription for only £20.

Pret Coffee's CTA asking people to sign up for subscription

If you’re a regular coffee drinker, this is an amazing deal. So why would Pret do this? A few reasons:

  • Guaranteed income – A person may not drink Pret’s coffee every day. That represents a “potential” loss of income. A subscription model gives Pret a fixed amount of sales per month.
  • Habit building – There are lots of coffee options in the U.K. Pret is only one of them. But someone with a Pret subscription becomes more likely to get coffee from Pret and, therefore, build a habit.

If you have a product or service that is bought regularly, consider asking customers if they want to turn their purchases into a recurring affair. Coffee is one such product, but there are more.

For example, Onnit asks customers if they want to buy supplements on a recurring basis, as opposed to just a one-off:

Onnit's Krill Oil purchase page, with dropdown option for repeated purchases

If providing a subscription is not applicable to your business, then you can always offer customers the option to buy a bundle.

For example, Beardbrand offers customers an option to buy a bundle of three beard oils (with a discount as an incentive):

Beardbrand's copy encouraging customers to get their oils in bundles

Frank Body upsells its original coffee scrub by offering a scrub kit:

"Add to cart" option to buy scrub kit

12. Create a referral program

Some satisfied customers may naturally recommend your products to their friends. However, most need prodding. This is where you can use a referral program—create incentives that encourage customers to tell their friends about you.

The success of your referral program depends on the incentive. For that, you can either give away a cash or non-cash reward:

  • Cash rewards – For every new customer someone refers, you give them and the person they referred $X. Neobank Revolut is one such example.
  • Non-cash rewards – For every new customer someone refers, you give them and the person discounts, store credits, free products, or more. For example, MeUndies gives away a $20 discount off the next purchase with every successful referral.

Which one should you choose?

If your product is not something customers buy frequently (e.g., a mattress), then a cash reward may be more enticing. If the product is often bought (e.g., clothes), then store credits for the customers’ next purchase may be more exciting.

Recommended reading: 10+ Top E‑Commerce Referral Programs to Learn From

13. Set up drip campaigns

When someone signs up for your email list, they’re starting to like you. They’ve consumed one piece (or a few pieces) of your content, decided they enjoyed it, and signed up for more. But at this point, they may not exactly know what you do or what you sell.

Creating an email drip campaign can help nurture the subscriber, introduce them to your products, and (hopefully) get them to buy.

So what is a drip campaign?

Drip campaigns are a series of emails triggered automatically at specified intervals or after a user completes a specific action that you track. This can be as simple as introducing them to more of your content so that they become familiar with your brand (what we do at Ahrefs):

Email from Ahrefs sharing links to more content

You can also create a multiday email series—like what Rhonda Patrick does after you sign up for her email list. In her first email, she offers immediate value: a free video and slide deck usually reserved for premium members:

Excerpt of Rhonda's first email

She continues to send a few emails that feature premium content, giving subscribers a taste of the incredible value they’ll get:

Excerpt of Rhonda's subsequent email

Ten days and six emails later, Rhonda finally sends the call to action—sign up for her premium membership:

Rhonda's 6th email where she sends the CTA

By then, you’d have received so much value from her that signing up is a no-brainer.

Think about the objectives you want to achieve with your emails. Then create an email sequence to bring your subscribers closer to that. But always remember to give value first—don’t just ask them to buy something from the get-go.

Final thoughts

You can implement any of these ideas for your small business, but make sure they fit into your overall marketing strategy. Don’t chase a tactic for the sake of it. Remember that each one you execute should bring you one step closer to your marketing objectives.

Did I miss out on any cool small-business marketing tactics? Let me know on Twitter.




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GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

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GPT Store Set To Launch In 2024 After 'Unexpected' Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.

  • OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
  • The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
  • Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.

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96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]

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96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]

It’s no secret that the web is growing by millions, if not billions of pages per day.

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes. 

But how much of this content gets organic traffic from Google?

To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.

How many web pages get organic search traffic?

96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.

Distribution of pages by traffic from Content Explorer

Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:

  1. ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
  2. Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.

That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic. 

But why is this, and how can you be a part of the minority that gets organic search traffic from Google?

Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.

Reason 1: The topic has no search demand

If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.

For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.

Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.

You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

Reason 2: The page has no backlinks

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

Does any of this data prove that backlinks help you rank higher in Google?

No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.

The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… but from what I can tell, almost all of them are about low-competition topics.

For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

You might have noticed two other things about these pages:

  • Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
  • Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank. 

Bottom line? If you want your pages to get search traffic, you really only have two options:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(Remember to keep an eye on the TP column to make sure they have traffic potential.)

To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation. 

Reason 3. The page doesn’t match search intent

Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

Basically, Google knows that searchers are in research mode, not buying mode.

It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.

We did this in 2018 with our free backlink checker.

It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

After analyzing search intent, we soon realized the issue:

People weren’t looking for a landing page, but rather a free tool they could use right away. 

So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker

TLDR

96.55% of pages get no organic traffic. 

Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.

Ping me on Twitter if you have any questions. 🙂



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Firefox URL Tracking Removal – Is This A Trend To Watch?

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Firefox URL Tracking Removal - Is This A Trend To Watch?

Firefox recently announced that they are offering users a choice on whether or not to include tracking information from copied URLs, which comes on the on the heels of iOS 17 blocking user tracking via URLs. The momentum of removing tracking information from URLs appears to be gaining speed. Where is this all going and should marketers be concerned?

Is it possible that blocking URL tracking parameters in the name of privacy will become a trend industrywide?

Firefox Announcement

Firefox recently announced that beginning in the Firefox Browser version 120.0, users will be able to select whether or not they want URLs that they copied to contain tracking parameters.

When users select a link to copy and click to raise the contextual menu for it, Firefox is now giving users a choice as to whether to copy the URL with or without the URL tracking parameters that might be attached to the URL.

Screenshot Of Firefox 120 Contextual Menu

Screenshot of Firefox functionality

According to the Firefox 120 announcement:

“Firefox supports a new “Copy Link Without Site Tracking” feature in the context menu which ensures that copied links no longer contain tracking information.”

Browser Trends For Privacy

All browsers, including Google’s Chrome and Chrome variants, are adding new features that make it harder for websites to track users online through referrer information embedded in a URL when a user clicks from one site and leaves through that click to visit another site.

This trend for privacy has been ongoing for many years but it became more noticeable in 2020 when Chrome made changes to how referrer information was sent when users click links to visit other sites. Firefox and Safari followed with similar referrer behavior.

Whether the current Firefox implementation would be disruptive or if the impact is overblown is kind of besides the point.

What is the point is whether or not what Firefox and Apple did to protect privacy is a trend and if that trend will extend to more blocking of URL parameters that are stronger than what Firefox recently implemented.

I asked Kenny Hyder, CEO of online marketing agency Pixel Main, what his thoughts are about the potential disruptive aspect of what Firefox is doing and whether it’s a trend.

Kenny answered:

“It’s not disruptive from Firefox alone, which only has a 3% market share. If other popular browsers follow suit it could begin to be disruptive to a limited degree, but easily solved from a marketers prospective.

If it became more intrusive and they blocked UTM tags, it would take awhile for them all to catch on if you were to circumvent UTM tags by simply tagging things in a series of sub-directories.. ie. site.com/landing/<tag1>/<tag2> etc.

Also, most savvy marketers are already integrating future proof workarounds for these exact scenarios.

A lot can be done with pixel based integrations rather than cookie based or UTM tracking. When set up properly they can actually provide better and more accurate tracking and attribution. Hence the name of my agency, Pixel Main.”

I think most marketers are aware that privacy is the trend. The good ones have already taken steps to keep it from becoming a problem while still respecting user privacy.”

Some URL Parameters Are Already Affected

For those who are on the periphery of what’s going on with browsers and privacy, it may come as a surprise that some tracking parameters are already affected by actions meant to protect user privacy.

Jonathan Cairo, Lead Solutions Engineer at Elevar shared that there is already a limited amount of tracking related information stripped from URLs.

But he also explained that there are limits to how much information can be stripped from URLs because the resulting negative effects would cause important web browsing functionality to fail.

Jonathan explained:

“So far, we’re seeing a selective trend where some URL parameters, like ‘fbclid’ in Safari’s private browsing, are disappearing, while others, such as TikTok’s ‘ttclid’, remain.

UTM parameters are expected to stay since they focus on user segmentation rather than individual tracking, provided they are used as intended.

The idea of completely removing all URL parameters seems improbable, as it would disrupt key functionalities on numerous websites, including banking services and search capabilities.

Such a drastic move could lead users to switch to alternative browsers.

On the other hand, if only some parameters are eliminated, there’s the possibility of marketers exploiting the remaining ones for tracking purposes.

This raises the question of whether companies like Apple will take it upon themselves to prevent such use.

Regardless, even in a scenario where all parameters are lost, there are still alternative ways to convey click IDs and UTM information to websites.”

Brad Redding of Elevar agreed about the disruptive effect from going too far with removing URL tracking information:

“There is still too much basic internet functionality that relies on query parameters, such as logging in, password resets, etc, which are effectively the same as URL parameters in a full URL path.

So we believe the privacy crackdown is going to continue on known trackers by blocking their tracking scripts, cookies generated from them, and their ability to monitor user’s activity through the browser.

As this grows, the reliance on brands to own their first party data collection and bring consent preferences down to a user-level (vs session based) will be critical so they can backfill gaps in conversion data to their advertising partners outside of the browser or device.”

The Future Of Tracking, Privacy And What Marketers Should Expect

Elevar raises good points about how far browsers can go in terms of how much blocking they can do. Their response that it’s down to brands to own their first party data collection and other strategies to accomplish analytics without compromising user privacy.

Given all the laws governing privacy and Internet tracking that have been enacted around the world it looks like privacy will continue to be a trend.

However, at this point it time, the advice is to keep monitoring how far browsers are going but there is no expectation that things will get out of hand.

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