Austin SEO Consultant
Business marketers use a variety of data collection tools to size up their audiences. In recent years, many of them have been relying heavily on user data collected via cookies, small files that are designed to hold some information specific to that user which allows the server to deliver a more personalized/tailored user experience. But users have become more interested in how their digital habits and routines are being tracked and circulated online by advertisers. There is a greater issue now: privacy vs. competition.
The main problem with third-party cookies being used for data collection is a lack of concern on the part of advertisers for safeguarding that information; it has been a major issue for a long time across the internet, on social networking platforms, web browsers, and apps. These digital platforms and other digital resources and tools are controlled by private companies; and the advertisements businesses place on them are as well. When those companies have changed their user agreements and privacy policies, consumers have had little recourse with regard to how their personal data is accessed and used.
As people continue to investigate more deeply the way their digital personas are monitored and tracked by advertisers, it has become steadily clearer that a large number of people are interested in opting out of data tracking. In response to user concerns about privacy, digital leaders have started making changes. Apple’s Safari browser limited data tracking by cookies in 2017; and Mozilla’s Firefox browser blocked third-party cookies in 2019. Now Google has plans to eliminate third-party cookies on the Chrome browser by 2023. Many sources of user data are being regulated–some are being restricted, and many are also being eliminated completely. In light of this, businesses are beginning to realize that they have to find other ways to gain an understanding of their customers or clients as the changes occur because it directly impacts how they target their audience. The focus now is on user privacy: users want to be able to opt in or out of having their online activity tracked; there is a call for companies to consider data protection first and foremost when it comes to advertising.
Fortunately, businesses have digital marketing options that can help as new online data safeguards are put in place. The digital marketing and advertising industry must pivot in response to data protection measures, but it turns out that there are already tools in the marketing tool belt that can help. Businesses can achieve a great return on investment by returning to the reliable and proven (and affordable) marketing tool known as organic search engine optimization.
Data collection is changing, but organic search engine optimization (SEO) is an authentic and stable digital marketing tactic that will help businesses maintain their bottom lines. Organic SEO uses search engine data to discover what products and services users are looking for and helps connect them with the companies that offer what they need; professional digital marketing teams can use the data from the queries users make online via search engines to create targeted advertising, rather than invading users’ privacy.
The users who find a business by way of organic SEO are usually looking for that specific business or type of business, or are seeking the specific services provided by those businesses. Organic SEO can help position a business directly in view of potential customers or clients, adding potential leads. Organic SEO also can help a business show up on the first page of search engine results pages (SERPs) when relevant terms are included in a user’s browser search; it helps ensure that potential customers or clients can find what they are seeking exactly when they are seeking it. These are the first steps towards conversion.
When organic SEO tactics are implemented on a business website, it increases the control that business has over its advertising; it helps the business to stay aware of the audience it is attracting and to make adjustments as needed. Another benefit of organic SEO is the low overall cost. Organic SEO will encourage continuous, sustained organic traffic well into the future once it has been implemented on a business website, which is good value for money–the return on investment is significant for businesses that devote some of their advertising budget to organic SEO.
An investment in organic SEO can help maintain/increase current website traffic while increasing the return on investment of a business site over time. Organic SEO directly supports other digital marketing methods a business utilizes to help with that. It encourages users to click on any paid ads, to engage more on social media channels, and to stay ahead in the market in terms of reputation and credibility. A return to organic SEO will allow a return on investment that keeps a business website on top.
Do you have any questions about how a professional digital marketing company can help you with your digital marketing and SEO spring cleaning? Reach out any time to Eye See You Now (ESYN), an Austin, Texas-based digital marketing company focused on enhancing the digital presence of your business. Our committed SEO specialists have the knowledge and skills to effectively boost your SEO rankings and drive consumer conversions. Please contact the marketing experts at ESYN to discuss a revamp of your digital marketing strategy and SEO plan; we are ready to address your needs during a free consultation. The professional digital marketing specialists at ESYN are ready to assist you with growing your business by keeping your business website current and relevant.