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What's happening with cookies?
The digital universe is undergoing a shift in perceptions: the end of third-party cookies is considered imminent. Browsers like Safari, Firefox, and, just a few days ago, Google Chrome have begun blocking them or have announced they will no longer support them. The reason? Privacy. The result? A tsunami in the digital marketing, analytics, and SEO ecosystem, of course.
This post will take you on a 9-minute journey to understand:
- What exactly are cookies and why are they doomed to disappear?
- What is the relationship between SEO and content personalization?
- What solutions are currently being discussed to replace them.
- And most importantly: how you (and your website) can adapt to this new situation.
Cheer up and don't miss out!
1. Cookies: the good, the bad, and the ones that disappear
Cookies are tiny files that websites use to store data in your browser. There are several types of cookies, but in this article, we'll focus on two:
- Own cookies: These are the cookies necessary for the site to function properly (they allow us to stay logged in or check our shopping cart).
- Third-party cookies: These are used by external platforms (Facebook, Google Ads, etc.) to aggregate user behavior across multiple websites. This is the focus.
Google has announced that Chrome will completely stop supporting third-party cookies by 2025. Why? The digital network user has said, "Enough of being spied on without permission."
2. Brutal impact on web personalization
Many sites offer personalized experiences: recommended products, smart content tailored to your interests, relevant advertising… All of this used to rely on cookies. Without them:
- We lose the ability to segment users.
- It costs more to create personalized recommendations.
- Attribution in advertising campaigns becomes much more complicated.
Result: Less conversion, less engagement, and more uncertainty if solutions are not implemented.
3. And what about SEO?
SEO didn't initially rely directly on cookies... but that's only half true.
Third-party cookies provided valuable information that helped improve:
- Understanding user behavior.
- The effectiveness of CRO (Conversion Rate Optimization) tactics.
- The measure of traffic coming from different channels.
From now on, SEO will have to adapt to an ecosystem with little or no third-party data and where the prevailing focus will be:
- The quality of the content.
- The keyword.
- The use of AI for predictive purposes.
- First-party analytics.
4. More than just third-party cookies (and not crying)
Not all is lost. With the decline of cookies, new technologies and methodologies are emerging to fill the gap they will leave:
- First-party data: Data collected directly by your website (through forms, registrations, and your own analytics). This is much more reliable and respects privacy.
- Cohorts (FLoC and Topics): These are the models Google has put on the table, in which users are grouped by interests without identifying them. Something along the lines of: "I don't know who you are, but I know you're a digital marketing enthusiast."
- CDPs (Customer Data Platforms): Solutions that unify all the data you collect from your customers and manage.
- Cookieless analytics: Tools like Plausible or Matomo offer web analytics without relying on cookies.
5. And how do I adapt as an SEO or webmaster?
The trick is to anticipate change. Some options are:
- Implement your own data collection strategies: lead magnets, simple forms, surveys.
- Use tools that respect privacy but provide real insights: proprietary heatmaps, cookie-free click tracking...
- Also rely on artificial intelligence to improve behavioral segmentation within your site (not outside of it).
- Strengthen your brand positioning: if people search for you directly, you no longer need to index yourself across the entire network.
- And most importantly: Don't panic. Adapt, evolve, and play this new game.
6. And now what? SEO tools adapted to the new cookieless world
The world is changing, cookies are fading away... but SEO is still very much alive.
And the key? Investing in very fast tools that understand how data evolves and give you the opportunity to optimize without relying on third parties.
And this is where DinoRANK comes in like a velociraptor in the world of SEO. This all-in-one SEO tool not only allows you to monitor your search relevance, but is also capable of offering entity-based tracking, optimized internal linking, and analytics without using cookies.
If the future is cookie-free, the future is intelligent. And DinoRANK has plenty of it.
Conclusion:
The elimination of third-party cookies doesn't mean the end of digital marketing. Quite the opposite: it's a great opportunity to forge much more authentic relationships with your audiences, focus on quality content, and leverage smart tools that are ready for this change.
And remember: SEO has always been a game of adaptation. Now it's time to play by a new set of rules.
"Get ready for the SEO of the future today"
Are you just going to wait for Google to change the rules of the game again?
Get DinoRANK and become a ranking predator.
Cookie-free tracking, brutal internal linking, and analytics that spot opportunities before anyone else.
Click now and start ranking like a true digital velociraptor.
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