How SEO changes, as we say bye bye to cookies

•

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Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO. In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.

Marketing

How SEO changes as
we say bye bye to cookies
Slideshare.net/AccuraCast
@accuracast
Farhad Divecha
AccuraCast

@accuracast #brightonSEO
We help
ambitious
brands
capture
meaningful
data.
Data can
be used
to grow
rapidly.

@accuracast #brightonSEO
Why does
this
matter for
SEO?
…

@accuracast #brightonSEO
Does this
affect
SEO
tools?

@accuracast #brightonSEO
Tool Affected?
KeywordHero No
Screaming Frog No
SpyFu No
Moz Pro No
Majestic Mostly No
SimilarWeb Mostly No
ahrefs No
BuzzSumo No

@accuracast #brightonSEO
Does this
affect
Google
crawl?

@accuracast #brightonSEO
Does this
affect
GA4?

@accuracast #brightonSEO
GA4 uses
1st party cookies

@accuracast #brightonSEO
Does this
affect
GSC?

@accuracast #brightonSEO
Why TF
should
SEOs
care?

@accuracast #brightonSEO
Role of SEO must
evolve

@accuracast #brightonSEO
Billions of
people
experienc
e
advertisin
g
Personalise
d by data
and
machine
learning.

@accuracast #brightonSEO
Reliability
of
browser
data isn’t
assured.
Browsers &
apps used
by
~90% will 🚫
third-party
cookies by
default.

@accuracast #brightonSEO
You can’t
count on
traditional
tracking.

@accuracast #brightonSEO
Platforms
can’t
track
conversio
n events

@accuracast #brightonSEO
Campaign
optimisatio
n less
effective

@accuracast #brightonSEO
Audience
matching
less
accurate

@accuracast #brightonSEO
What can
SEOs do?
…

@accuracast #brightonSEO
Use server
tracking on
Facebook,
Google
Ads, GA4

@accuracast #brightonSEO
Stickier
entry
pages

@accuracast #brightonSEO
More
micro-
conversion
options

@accuracast #brightonSEO
Get more
first-party
data

@accuracast #brightonSEO
Use CRM
data for
performanc
e marketing

@accuracast #brightonSEO
Questions
?
+44 800 019 6813
sales@accuracast.co
m

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