The importance of SEO cannot be understated, but it is set to become even more critical in the coming years, especially regarding collecting first-party data.
Last year Google announced that it will phase out third-party cookies on Chrome by 2023. Other browsers like Safari and Firefox have already implemented blocking against third-party cookies. Still, two-thirds of internet users use Chrome, so this decision will have a profound impact.
Recently, there has been an increased demand for privacy, which is understandable given the recent spate of data scandals. For this reason, many browsers have decided to phase out third-party cookies.
For years, marketers have been reliant on third-party data, investing millions in data about consumers assumed to be interested in their product to enhance targeting strategies. Still, cookie deprecation will have a significant effect on ads and tracking.
According to a recent report, 83% of marketers say they are currently using third-party cookies, and 51% say that third-party cookies are essential to their marketing strategies.
These changes have motivated many brands to improve their data and digital capabilities and incorporate first-party data into their marketing strategy.
Whilst it may require more time and effort to collect, process, and eventually apply, first-party data is considerably cheaper than buying data from a third party and is far more accurate as it obtains the information directly from your customers.
Collecting First-Party Data With SEO
There are various ways brands can collect first-party data, but one of the lesser-known yet most-effective ways of collecting first-party data is through SEO.
SEO is the process of improving your site to increase its visibility when people search for products or services related to your business in search engines. By driving more traffic to your website or social media page, you will be able to collect first-party data using website pixels.
By implementing website pixels, you can automatically collect data on how people engage with your website and social media profiles through clicks, views, purchases, and so on.
Another benefit of SEO is that it boosts your credibility. A website that ranks higher on search engine result pages is typically considered more reliable and trustworthy, which in turn boosts the credibility of your business, meaning more people are more likely to share their data with you. In the wake of the recent scandals and controversies surrounding data, the wider public is much wearier to share their data online.
SEO and organic search can also give you a competitive edge against your competitors. If your website dominates the search results, it will be much easier for you to dominate your market and get more views on your website.
Using search engine optimisation, your website can get more visitors and, therefore, more first-party data, which you can then use to improve and optimise your website.
With the phasing out of third-party cookies and more stringent government restrictions introduced by governments worldwide, it will be even more important to start using SEO to collect first-party data.
If you are not already using first-party data, you are neglecting a valuable asset. Get in touch with our team today to learn how to leverage first-party data in your campaigns.