<\/span><\/h2>\nThe answer to all this is simple but hard to accomplish.\u00a0<\/p>\n
SEO as a channel famously plays second fiddle to media \u2013 be it paid search, display or paid social.\u00a0<\/p>\n
Yes, companies invest in SEO and care about SEO.\u00a0<\/p>\n
When everything else is accounted for, however, media dollars will always take precedence in any measurement conversations.\u00a0<\/p>\n
Resources follow the money, and SEO is on the short end of the stick when it comes to resources from the analytics and data science teams. <\/p>\n
But it doesn\u2019t have to be.<\/p>\n
Getting SEO data sets into the clean rooms and aligning them to other data sources is key for gaining insights into the channel.\u00a0<\/p>\n
As digital marketers move toward using clean rooms such as Google Ads Data Hub (ADH) and others, SEO teams need to get site analytics data into these environments.\u00a0<\/p>\n
By bringing the data together, SEOs can look at customer journeys across paid media impressions, clicks and site activity (including a tag for source as organic search).\u00a0<\/p>\n
In this new environment with SEO analytics data added to a clean room, marketers can also get toward an attribution use case to measure the contribution and even the incrementality of the SEO channel and its relationship with the other channels.<\/p>\n
But there\u2019s a difficult catch here. The reason it\u2019s hard is that generating buy-in from others is essential.\u00a0<\/p>\n
There\u2019s already enough focus and resources centered on this transition away from cookies toward clean rooms and more trackable solutions.\u00a0<\/p>\n
This means resources aren\u2019t sitting around (usually) waiting to accommodate SEO. And most marketers won\u2019t have the interest to rank SEO priorities above media, especially when it comes to things like attribution and channel performance measurement.\u00a0<\/p>\n
But that\u2019s exactly what we need as SEOs more than ever: good performance tracking<\/strong>.\u00a0<\/p>\nAnd we especially need SEO\u2019s contribution, and yes, incremental addition to the cross-channel picture.\u00a0<\/p>\n
Doing this successfully is part of the SEO\u2019s world: navigating resources and teams along with generating buy-in from the right groups to prioritize this work.\u00a0<\/p>\n
If you can do that, the entire organization will benefit from greater clarity of SEO\u2019s contribution and its value to the business.<\/p>\n
The post SEO and the future world without cookies<\/a> appeared first on Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Third-party cookie tracking is going away, and the SEO industry is ready and diligently preparing ambivalent and posting memes on Twitter. SEO has been dealing with the lack of cookie tracking since its existence. So does the cookie\u2019s demise actually matter? Well, my friends, I\u2019m here to tell you two things. The good news: this change means something and there\u2019s an opportunity.\u00a0 The bad news: it\u2019s not going to be easy. It takes some smart chops to get done, plus considerable resources you\u2019re not likely to […]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-5535","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5535","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=5535"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5535\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=5535"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=5535"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=5535"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}