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How to Do an SEO Competitor Analysis

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How to Do an SEO Competitor Analysis

Your competitors are a goldmine of information you can use to improve your SEO strategy.

In this post, you’ll learn how to find that information with an SEO competitor analysis.

What is an SEO competitor analysis?

An SEO competitor analysis is where you dig into the SEO strategies of your competitors. The aim is to find their strengths and weaknesses so you can outrank them.

Why should you perform an SEO competitor analysis?

Performing an SEO competitor analysis allows you to:

  • Learn what works and what doesn’t in your industry and avoid mistakes.
  • Capitalize on your competitors’ weaknesses.
  • Replicate your competitors’ strengths.
  • Understand what SEO tasks to prioritize going forward.
  • Understand how difficult outperforming competitors is likely to be.

When should you perform an SEO competitor analysis?

You should perform an SEO competitor analysis when:

  • You have a new website.
  • You’re planning your SEO strategy.
  • Competitors are outranking you or when your rankings have dropped.

How to perform an SEO competitor analysis

For this process, let’s pretend we’re a new infographic design tool. This is how your hypothetical SEO competitor analysis will look like:

1. Identify your SEO competitors

Your SEO competitors are the websites competing for your desired keywords in organic search. These may not be the same as your direct business competitors.

For example, HubSpot ranks for “how to make infographics” even though it’s not a direct business competitor of any infographic design tool:

HubSpot ranks for "how to make infographics"

Here’s how you can identify SEO competitors fast:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your domain
  3. Go to the Organic competitors report
See SEO competitors fast with Ahrefs' Organic competitors report

This report shows you competing websites that rank in the top 10 for the same keywords as your website. 

These are likely your SEO competitors.

If your site is new, this may not give you great results. So here’s what you can do instead:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter some keywords potential customers may use to search for your product or service
  3. Go to Traffic share by domain
Use Ahrefs' Traffic Share by Domain report to see who your organic competitors are

For this example, we can see that our potential top five competitors are sites like Canva, Visme, Venngage, Piktochart, and Adobe.

Pro Tip

Companies like Adobe and Canva are well-known brands that typically have high Domain Rating (DR). This is an Ahrefs metric that you can use to estimate a website’s authority. This gives them a competitive advantage, so you may want to rule them out. 

You can check a site’s DR by plugging each competing domain into Site Explorer individually or pasting all of them into our Batch Analysis tool:

How to check multiple websites' Domain Rating with Ahrefs' Batch Analysis tool

So if you’re a DR 50 site, you probably can compete with sites like Visme, Venngage, and Piktochart, as opposed to Adobe and Canva.

2. Investigate how they’re getting traffic

You can look at your competitor’s website architecture to understand where most of their search traffic is going. 

Here’s how to see your competitor’s website structure:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Site structure report
Ahrefs' Site structure report shows how a website is structured

For example, we can see that Venngage gets 260,000 estimated monthly search visits to its template subfolder, which is 9.9% of its total organic traffic.

If we click one level deeper, we can see the types of templates that send it the most traffic.

Venngage's templates subfolder contains multiple categories for different types of templates

From this, it looks like creating brochure and infographic templates is a perfect SEO opportunity for a competing tool. 

3. Find and cover content gaps

Content gaps are keywords that your competitors rank for, but you don’t. 

Here’s how to find content gaps for your site:

  1. Go to Ahrefs’ Competitive Analysis tool
  2. Enter your domain in the Target section
  3. Enter your competitors’ domains in the Competitors section
  4. Hit “Compare”
  5. Click the Content Gap report
Ahrefs' Competitive Analysis tool

Hit the Main positions only toggle to exclude your competitors’ rankings in SERP features like “Top stories” and “Image packs.”

Toggling the "Main positions only" feature

Look through the report and identify keywords that are relevant for your site.

More than 60,000 potential keyword opportunities via Ahrefs' Content Gap report

For example, “infographic examples” looks like a good keyword to target:

The keyword "infographic examples"

Pro Tip

If there are too many keywords to look through or they look mostly irrelevant, click the Competitors’ positions dropdown and check all competitors. This will show you the keywords that all your competitors are ranking for in the top 10.

Check all your competitors in Content Gap to see the most relevant keywords

4. Spy on your competitors’ featured snippets

Featured snippets are quick answers in search results that Google pulls from a page ranking in the top 10. 

Example of a featured snippet

If you can find featured snippets your competitors own where you rank in the top 10, you can potentially “steal” these featured snippets. 

Here’s how you can see these opportunities:

  1. Go to Ahrefs’ Competitive Analysis tool
  2. Enter a competitor’s domain in the Target section
  3. Enter your domain in the Competitors section
  4. Hit “Compare”
  5. Click the Content Gap report
  6. Set the SERP features filter to “Where target ranks” and check “Featured snippet”
  7. Set Target’s position from “No” to “Any”
How to find featured snippet opportunities to "steal" with Ahrefs' Competitive Analysis tool

Look through the report to see if there are any keywords where you could optimize an existing page to grab the featured snippet.

For example, Venngage owns the featured snippet for “how to make posters,” which is a list of steps:

Featured snippet for "how to make posters"

If you’re targeting this keyword, you’ll want to re-optimize your page and add clear steps in H3s.

5. See where your competitors’ traffic is coming from

Knowing which countries your competitors get the bulk of their organic traffic from helps you understand whether you can get more traffic by translating or creating your content in other languages.

Here’s how to see this:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Look at the Traffic by country section
Traffic by country breakdown for Venngage

We can see that the U.S. is where Venngage gets the bulk of its traffic. So as a competitor, you’ll naturally want to focus on English-language content. 

However, there are opportunities for countries like Mexico, Philippines, Brazil, and India too. You could potentially translate your homepage and landing pages into Spanish, Portuguese, Tagalog, and Hindi. You could even launch a multilingual blog to maximize traffic from these countries.

In fact, Venngage has done that for a number of languages, like Spanish:

Venngage's homepage in Spanish
Venngage's blog in Spanish

6. Find backlink gaps

Links are an important Google ranking factor. Generally speaking, the more links you have, the higher you’ll likely rank on Google.

Backlinks help pages rank higher in search results

If you can figure out how your competitors have been acquiring links, you can potentially replicate the same strategies.

Here’s how to do it:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your domain
  3. Go to the Link Intersect report
  4. Enter your competitors’ domains in the top section
  5. Enter your domain in the bottom section
  6. Hit “Show link opportunities”
Link Intersect report, via Ahrefs' Site Explorer

This report will show you the websites that are linking to your competitors, but not you. 

Results from Link Intersect report, via Ahrefs' Site Explorer

You’d want to look for easily replicable links that might have value for you. 

For example, clicking on the number for cnet.com reveals that your competitors are listed as to-try tools:

Venngage is listed on CNET's page
Visme is listed on CNET's page

If you’re competing with these sites, you’ll want to be added to CNET too.

7. Spot link bait opportunities

Links are important if you want to rank higher on Google. But it can be difficult to get people to link to your “money pages,” as they provide no value. 

You can solve this by creating link bait and then redistributing the “authority” your link bait attracts to your most important pages. This can help boost their rankings.

Use smart internal linking to help your boring pages rank

To find great link bait ideas, you can piggyback off what’s working for your competitors. 

Here’s how to find them:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Best by links report
Best by links report, via Ahrefs' Site Explorer

This report shows you the pages that have the most backlinks pointing at them. Eyeball the list to see what kind of formats and topics resonate with your niche.

For example, we can see that statistics posts work well for Venngage:

Venngage's post on content marketing statistics has nearly 4,000 links

8. Find your competitors’ broken pages

If our competitors have broken pages with backlinks, we can:

  • Publish working replacements.
  • Ask everyone linking to the dead pages to link to us instead.

Here’s how to find these broken pages:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Best by links report
  4. Set the HTTP code filter to 404 not found
How to find broken pages with the Best by links report, via Ahrefs' Site Explorer

This will show you all the broken pages with links on your competitor’s site. Go through the report and see if there are any relevant pages you can potentially replicate. 

For example, this post on Gestalt design principles seems decent and has 33 sites linking to it:

Dead blog post on Visme's blog that could potentially be replicated

Click on the caret and click on View on Archive.org. 

"View on Archive.org" feature

This will open up the page in Wayback Machine so you can check how it looked in the past.

How Visme's blog post looked before it was broken

You can potentially improve it and get people to link to you instead. Follow the guide below to learn how to do this.

9. Check your competitors’ Core Web Vitals

Core Web Vitals are part of Google’s Page Experience signals used to measure user experience. They’re Google ranking factors

So you’d want to see their Core Web Vitals—alongside their overall technical health—and compare them to yours.

You can do this analysis by entering your competitor’s pages one by one into PageSpeed Insights.

Core Web Vitals for Venngage

Doing that can be tiresome. So a better way is to run a crawl of your competitor’s domain using Ahrefs’ Site Audit, connect PageSpeed Insights’ API, and see your competitor’s Core Web Vitals together with other technical SEO issues.

Core Web Vitals in Ahrefs' Site Audit

10. See what keywords your competitors are bidding on in paid search

If your competitors are bidding on certain keywords, then it’s likely those keywords are profitable.

Here’s how to see the keywords they’re bidding on:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Paid keywords report
  4. In the Keywords filter, add “Doesn’t include [brand]” to filter out branded keywords
Keywords Venngage is bidding on, with branded keywords excluded

Looking through this report can help unearth low-volume, high-converting keywords that you may have missed during keyword research.

For example, this seems like a good keyword to target:

"Pamphlet maker," which is a potential keyword to target

11. Learn from your competitors’ PPC ads

Google rewards more relevant ads with a lower cost per click (CPC). So it’s in your competitors’ interest to make sure their ads win the click.

Typically, that means better headlines and descriptions. We can use them as inspiration to write title tags and meta descriptions that increase click-throughs.

Here’s how to see your competitors’ ad copy:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Paid keywords report
  4. Hover over the magnifying glass icon beside the keyword you wish to target
The ad copy Venngage is using to bid on the keyword "infographic design"

This is the current ad Venngage is using to target the keyword “infographic design.” Looks like it’s using words like “customizable,” “few clicks,” and “design wiz” to attract clicks. 

They could be useful additions to our own title tags or meta descriptions.

Final thoughts

When it comes to competitor analysis for SEO, everything above is merely the tip of the iceberg. There’s more you can do, but it’s good enough for you to get started. 

Our advice is to run through the process above and start applying the insights to your SEO strategy. Execution is important, after all.

Any questions or comments? Let me know on Twitter or Threads.



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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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