Connect with us


Off Page SEO: An In-Depth Guide



Off Page SEO: An In-Depth Guide

Off-page SEO is one of the most difficult parts of digital marketing.

It can feel like there are more ways to get it wrong than to do it right.

Somewhere between the advice to “do this, not that” are useful approaches for promoting websites that won’t give cause to looking over one’s shoulder.

Off-page SEO traditionally means acquiring links.

And, because links continue to be an important ranking factor, off-page SEO is an important part of SEO.

Google’s John Mueller acknowledged the importance of links when he said:

“Links are really important for us to find content initially.

So it’s like if nobody links to your website ever then we’re going to have a hard time recognizing that it even exists.”

But Mueller has also said that one shouldn’t be creating links:

Google’s documentation on how to do SEO primarily focuses on optimizing what’s on the webpage (also known as on-page SEO).

The SEO advice provided by Google rarely discusses off-page SEO, except in the context of guidelines on what not to do.

Approached realistically and with the clear eyes of a pragmatist, it’s possible to navigate an off-page SEO strategy that keeps within the narrow boundaries defined by Google – and makes more money.

What Is Off-Page SEO?

The narrow definition of off-page SEO is: It’s link building.

An expansive definition embraces promotional activity outside the website, including press exposure and links (with or without nofollow), and brand awareness campaigns that can involve publishing on other sites and newsletters.

SEO is normally considered in direct relation to attributable search rankings.

When something is done for the purpose of SEO, there is an expectation of better rankings and more search traffic.

And that’s because, in the early days of SEO, search analytics showed which keywords were responsible for each search-derived site visitor.

So, it was simple to attribute search rankings to traffic directly.

And from search traffic, it was possible to attribute clicks from search results to conversions directly.

That made connecting the dots between SEO activities, rankings, and earnings easy.

But that’s not possible any more — because browsers hide the keywords.

And that made it easier to begin thinking of SEO in terms of traffic and earnings, even though it can only be indirectly attributable to SEO.

Anyone who has ever worked in niche B2B knows there is more to cultivating online traffic than what’s available through search engines.

Search traffic is relatively low across many B2B keyword phrases.

For B2B marketers, survival often depends on reaching potential clients who might not even be aware that a solution exists – as is the case for specialized tools such as organization chart software or performance management applications.

While promotional activity doesn’t directly influence search traffic, in the short term, it does influence traffic. In the long term, as it will be shown, it may eventually influence search traffic.

Nobody can search for a product or company if they don’t know either of them exists.

Underlining the importance of promotional activities, Google filed a patent describing how branded searches could be used similarly to links to associate a company with a search term and rank that company higher in the search results.

From that perspective, it makes sense to include online promotional activities in an off-page SEO description.

On-Page SEO Versus Off-Page SEO

On-page SEO is about optimizations done on a website that make it easier for search engines to crawl and understand.

That includes internal linking, using proper canonicalization, editing for content clarity, creating descriptive title tags, and writing unique meta-descriptions.

On-page SEO ranking factors are about what a page is relevant for and are considered stronger signals than off-page SEO factors.

That’s why content is understood to be the strongest ranking signal.

Yet without off-page SEO, a webpage will struggle to rank, especially in highly competitive markets.

Off-page SEO helps search engines discover webpages to crawl and understand what the pages are about. It’s best to think of off-page SEO as promotional activities related to attracting links. But it can also include promotional activities to let consumers know the company exists and what it does.

The documentation available at Google for on-page SEO is extensive. That’s not the case for off-page SEO, presumably because offering that information may provide hints on how to manipulate rankings.

Why Off-Page SEO Is Important

Off-page SEO matters because a website lacking citations from other sites resembles a site that’s not worth crawling and indexing.

Because off-page ranking factors, like links, measure how important a site is, failure to attain any links may very well contribute to stagnant search traffic.

It’s not unlike having a car with no gas.

The most accurate description of what makes off-page SEO important is that it provides forward momentum to a site by helping it rank higher for more keyword phrases.

Do Links Help Build Authority?

While SEO pros like to think about abstract concepts such as website authority in connection with links, Google doesn’t actually have any kind of metric that corresponds to authority.

Google often says that it strives to rank authoritative content. But, that word is generally used in the context of the quality of the content itself – not as a standalone ranking factor that flows to the webpage and imbues it with “authority.”

Google Webmaster Trends Analyst John Mueller debunked the idea that Google uses an authority metric.

He stated it clearly:

“In general, Google doesn’t evaluate a site’s authority.

So it’s not something where we would give you a score on authority and say this is the general score for authority on your website. That’s not something we would be applying here.”

Do Links Build Domain Authority?

Another false notion about links is that they help to build domain authority.

The concept of domain authority has roots in the early days of SEO when Google still displayed the PageRank values for webpages.

What was plain to see was that sites with high PageRank scores tended to rank better than sites with lower PageRank scores.

The home pages of those sites contained the highest PageRank scores.

So, it was understood (at the time) that domains with high PageRank scores ranked better.

Because domains with high PageRank scores were considered authoritative, it was easy to say that they were authoritative domains.

Anyone could see the PageRank scores and how domains with high PageRank were ranked higher than those with less PageRank.

That led to a belief in the concept of “domain authority.”

But Google never actually used any kind of domain authority metric.

The concept of domain authority was simply a loose idea based on what could be visually confirmed.

Eventually, Google adjusted how webpages are ranked so that the PageRank scores played less of a role in deciding what pages ranked highest.

Relevance then began to play a larger role in determining what pages were ranked.

It took more than PageRank to get a page to rank and the proof, once again, was in the search results themselves.

One could see that webpages with low PageRank scores were ranked ahead of webpages from sites with higher PageRank.

But the idea of domain authority persisted.

Articles that insist Google uses domain authority never cite any patent, research paper, or statement by a Googler to back up those claims (because no official confirmation exists).

In a Reddit AMA, Google’s John Mueller answered the question of whether domain authority exists with a witty response:

“Of course it exists, it’s a tool by Moz.”

Three Kinds Of Links

In its SEO Starter Guide, Google’s documentation explicitly condones promoting a website by telling others about it.

Here’s what Google published about obtaining links:

“While most of the links to your site will be added gradually, as people discover your content through search or other ways and link to it, Google understands that you’d like to let others know about the hard work you’ve put into your content.

Effectively promoting your new content will lead to faster discovery by those who are interested in the same subject.”

While Google follows that statement with the caveat that promoting a site at “extreme” levels could damage a site’s reputation, the advice still leaves plenty of room for promoting a website.

Here are three kinds of links that can safely be attained:

1. Research, Write, Tell Others About It

When in the planning stage of webpage content, it’s important to research what kinds of sites link to content pages on that specific topic.

One way to do that is to identify what kinds of sites are linking out and, most importantly, why those pages are linking out.

Every link strategy I create for a client always begins with researching which sites are linking and identifying the topics that trigger them to link out.

Writing the content happens after identifying the right content to publish.

The biggest mistake companies make is writing the content and then trying to get links to it. That doesn’t always work, no matter how good the content is.

Some sites consistently link to clever content that’s riding on trending topics like highly popular media.

Other sites tend to link out according to the zeitgeist.

Every site that links out has a reason for linking out. Find that pattern and write for it.

2. Be Proactive About Getting Quoted

There’s a service called Help A Reporter Out (HARO), where publishers solicit qualified individuals to provide quotes on topics – and maybe provide a link to a website.

Arguably, it could be said that HARO has been overrun for the past 10 years, as there is a large amount of competition from link builders who are swarming the system for links.

And some publishers dangle a quote but never provide one.

For example, it’s been my experience that some publishers abuse the system to collect quotes and article ideas from others without any intention of ever quoting any of the contributors, much less linking out.

Thus, an entire business model has arisen around helping companies obtain what has come to be known as “HARO links.”

But why scrounge like a pigeon jostling for crumbs? There is a better way.

And that way is to be proactive and approach the high-quality sites you want a link from.

Everyone loves a gift – and there’s no better gift for a content publisher than an article that writes itself.

The best way to do that is to do research or compile statistics relevant to the readers of whatever publications are ideal for a link.

As long as the topic is highly relevant, getting quoted in a ready-made article created by a press contact is a good way to get links.

Be sure to request that the article be kept under embargo, which means to withhold publication until a certain date.

For extra punch, publish the entire data set on your own website, then provide some of that data to the publishers and ask them to consider linking to the page with the full report.

What About Infographics?

In the old days, people would produce infographics by creating a visual representation of government statistics, turning dry text into an easier-to-visualize infographic.

But people consume media on mobile phones, and infographics don’t always look great on mobile devices.

The infographics approach for off-page SEO can be considered an expired practice.

Stick To News And Announcements

In the long run, building a list of desirable sites for publication may make more sense. Then, research each site to see what relevant article topics are published, the kind of sources they link to, and article pitches they may be open to entertaining.

They don’t have to be sites that offer link opportunities, either.

There’s immense value in positioning the name of a company in front of tens of thousands of potential clients.

3. Good Old Resource Links

Some sites still publish links to sites that provide a particular kind of resource, like a download, templates, instructions on how to do something, patterns, etc.

Websites love linking to useful content.

But again, don’t build the content and find someone to link to it.

Find out who links to resources, and then build that kind of content.

Be sure to give it a great angle – a twist that makes it stand out from other sites.

Guest Posting For Links… Not

Guest posting has been officially off the table since 2014, when Matt Cutts (a Google engineer at the time) publicly posted that guest posting for links was over.

Matt Cutts wrote:

“So stick a fork in it: guest blogging is done; it’s just gotten too spammy. In general I wouldn’t recommend accepting a guest blog post unless you are willing to vouch for someone personally or know them well.

Likewise, I wouldn’t recommend relying on guest posting, guest blogging sites, or guest blogging SEO as a link building strategy.”

As recently as 2020, Google’s John Mueller explained that Google’s machine learning algorithms had a lot of training data to help it identify guest post links and automatically devalue them so that they don’t help sites rank better.

He had this to say about guest posts for links:

“The other thing is that because this is so old, we have a lot of training data for our algorithms. I wouldn’t be surprised if the largest part of those links are just ignored automatically.”

He then suggested doing something useful instead:

“If all that work is for ignored links, why not just do something useful instead?”

Guest Post For Higher Earnings, Not Links

A better approach to take with guest posts is to use them to build awareness of a site in front of an audience that might be interested in it.

SEO pros will burn an opportunity to build sales by insisting on links.

Why not just do guest posting to build sales? Isn’t money the point of building links and search marketing, to begin with?

There are many opportunities to put your product in a favorable light by forgetting about links and just doing it for sales.

Making money is the point of marketing, so make money while everyone else is wearing out their brain trying to figure out a way to trick a site into giving them a link.

That’s true off-page SEO because once people get to know a site, word of mouth kicks in – and that’s when Google understands that a site is popular, which means the kind of site people expect to see.

There’s even a Google patent about how Google might use branded search queries as a form of links.

I wrote about the Google patent using search queries that contain brand names as if they were links here: Are Brand Mentions Important to Google’s Algorithm?

That shows that building awareness can have an indirect impact on rankings.

The importance of that is to highlight that off-page SEO doesn’t necessarily have to be all about links.

Off-Page SEO Is Site Promotion

It may be helpful to think of off-page SEO as something that encompasses more than just the limited scope of link building.

For that, one has to think of strategies for exposing the company to thousands of decision-makers.

Link builders leave behind many valuable, useful opportunities for building sales and indirectly creating popularity signals that search engines might pick up on.

Off-page SEO is useful for promoting a website to increase rankings, traffic, and earnings.

More resources:

Featured Image: Myvisuals/Shutterstock

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address


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




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.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


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



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


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. 🙂

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


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




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.<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.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading