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{"id":1929,"date":"2023-05-24T13:00:00","date_gmt":"2023-05-24T13:00:00","guid":{"rendered":"https:\/\/cherylroll.com\/key-trends-impacting-search-marketing-427505\/"},"modified":"2023-05-24T13:00:00","modified_gmt":"2023-05-24T13:00:00","slug":"key-trends-impacting-search-marketing-427505","status":"publish","type":"post","link":"https:\/\/cherylroll.com\/key-trends-impacting-search-marketing-427505\/","title":{"rendered":"3 key trends impacting search marketing today"},"content":{"rendered":"

Marketers have relied on paid<\/a> and organic search<\/a> to deliver steady results time and again over the past decade. Changes occurred gradually, giving marketers ample time to adapt their strategies. <\/p>\n

But today, the pace of change in search marketing<\/a> is accelerating, with more shifts expected in the next two years than in the past eight combined. <\/p>\n

Evolution in search has been a slow march toward automation and consolidation. To get ahead of the curve, we must stay current on what’s changing and learn the reason behind it.<\/p>\n

Here’s a rundown of events that have a significant ripple effect on the search marketing industry. <\/p>\n

1. Privacy legislation and signal loss <\/h2>\n
In May 2018, the General Data Protection Regulation (GDPR)<\/strong> was enforced across Europe. GDPR gave EU citizens many rights over personal data, including access to correct, delete, and port data. <\/p>\n
Organizations that violate the GDPR can be fined up to €20 million or 4% of their global annual turnover, whichever is greater. <\/p>\n
Another important date for internet privacy is September 2020, when iOS14 launched on Apple devices. The update included a new feature called App Tracking Transparency (ATT)<\/strong>, allowing users to opt out of being tracked by apps. <\/p>\n
This change has made it more difficult for advertisers to track users across apps and websites, reducing the effectiveness of targeted advertising. This iOS update changed the landscape of digital advertising.<\/p>\n
Another watershed event – albeit forthcoming – is on July 1, 2023, when CPRA (California Privacy Rights Act)<\/strong> becomes fully enacted. CPRA applies to businesses that collect personal information about California consumers, regardless of the company’s location. <\/p>\n
The CPRA has the authority to investigate and prosecute violations of the law, and it can impose fines of up to $7,500 per violation. CPRA has some legislative teeth with heavy penalties for non-compliance.<\/p>\n
Google has announced that it will phase out third-party cookies<\/a><\/strong> in Chrome by the second half of 2024. This change will significantly impact online advertising since third-party cookies are crucial for targeting ads. They enable advertisers to target specific audiences and track online advertising performance.<\/p>\n
Google aims to improve privacy by phasing out third-party cookies, often used for tracking and advertising. By phasing third-party cookies, Google makes it harder for websites to track users across different sites. <\/p>\n
The browser market share<\/a> in the United States looks is as follows: <\/p>\n
\n
Chrome: 49%<\/li>\n
Safari: 35%<\/li>\n
Edge: 8.5%<\/li>\n
Firefox: 3.5%<\/li>\n<\/ul>\n
By the end of 2024, third-party cookies will be effectively retired, as Chrome, Safari and Firefox represent almost 90% market share of web traffic in the United States. <\/p>\n
Google Privacy Sandbox<\/strong> is developing alternative methods to target audiences and track ad performance without third-party cookies. These initiatives from Privacy Sandbox include:<\/p>\n
\n
FLoC<\/strong> (Federated Learning of Cohorts): FLoC proposes replacing third-party cookies with a more privacy-friendly way to group users based on their interests. FLoC would allow advertisers to target ads to groups of users with similar 53gb interests without being able to track individual users across different websites.<\/li>\n
Topics API<\/strong>: The Topics API is a proposal to allow websites to request a list of topics a user is interested in. Advertisers can use this information to show the user more relevant ads.<\/li>\n
Trust Token API<\/strong>: The Trust Token API is a proposal to allow websites to verify the identity of users without the need for third-party cookies. Trust Tokens can be used to prevent fraud and improve the security of online transactions.<\/li>\n<\/ul>\n
Performance measurement and audience targeting have been the cornerstone of digital marketing. <\/p>\n
The evolution of digital privacy has forced ad-serving platforms such as Google, Microsoft, Facebook, and others to develop new modes of targeting and measurement. <\/p>\n
As the ad serving platforms change, marketers must also modernize their strategies to stay competitive.<\/p>\n
Get the daily newsletter search marketers rely on.<\/p>\n
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