AdID from Google – Online Tracking, All Change Please!

Why Google Will Have Cookies for Breakfast with AdID!

1. Because They Want to Take Control

The main reason for Google to try to stop using cookies is that they want to develop something that they ‘own’. AdID is not just a cookie replacement – it’s a Google way of doing things: if they see something the think needs replacing, they improve and replace it and make sure that they take charge.

2. Because the Cookie is Past It

Google AdID to Replace the CookieCookies were one of those things that were probably thought up over a coffee or conversation next to a water cooler when the Internet was in it’s infancy. They’re old fashioned, clumsy and basic. Their time has come!

Also, cookies are increasingly being blocked either by the user or automatically by a browser and therefore they are under fire. What better way to get a stay of execution on cookie use than by coming up with a completely different device? Our guess is that Google will devise a way which cannot be blocked by browsers, but only by setting options in Google.

3. Because They Can…

Google is just about the only business big enough globally to actually do this. They already own approximately 1/3rd of the advertising marketplace in terms of revenue, and this will not only boost those revenues, but also make sure that all advertisers using Google for tracking ‘play ball’ with Google.

Ironically, Apple have already done this, with their IDFA (which is their replacement for cookies) but in the only advertising and tracking game, Apple is a banana and Google is a gorilla.

But There are Three Red Herrings…

Red Herring 1: Cookies are ‘Dead’

Cookies are still a the critical tool used to create the Internet’s ‘memory’ of users, and are not just used for advertising (although some would have us believe that is the case).

They are used for remembering shopping baskets, logins to secure websites, return visits, personalisation and analytics… most of this is benefits the visitor or customer.

Red Herring 2: That They Did it For Us

It’s a nice thought, isn’t it? They are stating that this is to improve user privacy and anonymity, and that is true to a point, but actually, it’s to put the power into their hands. They will double their profits: firstly for the PR value of being on the consumer side, and secondly for having greater control over online advertising. Not quite ‘as described’, is it?

Red Herring 3: This Circumvents the ePrivacy ‘Cookie’ Law

The AdID does not suddenly mean that Google can dodge the Cookie Law, it doesn’t. The cookie law specifically states that any kind of tracking code which identifies the user or computer is subject to this law. However, Google does not mind, even if it is still ‘at war’ in the courts about its combined privacy policy AdID is no worse than cookies and has all the above benefits.

What This Means to You, Today

For most clients, very little, especially right now. This is something to come. The chances are in time that you may not even notice the effect of this even if you advertise a lot.

The guys who are sweating are the other advertising networks, particularly those who have sailed close to the wind when it comes to user privacy and third-party cookies. The bell was tolling for them anyway, it’s just no longer in the distance.

It also means that it is increasingly likely that future editions of Chrome will have ‘do not follow’ turned on!

The Shifting Face of SEO: How Google is Changing the Game for Digital Marketers

Let’s be honest here: Google is the best of all when it comes to SEO strategy. That’s because as the largest search engine in the world, Google has an opportunity to create and alter algorithms that help searchers find exactly what they’re looking for.

And, to be the best of the best, Google is constantly altering the SEO landscape to focus results squarely on relevance. After all, can you imagine the mass exodus that would occur if Google started giving users false or irrelevant results? By educating yourself in the complicated ways that Google has been changing the game for the last year, you can better structure your strategy to ensure that your digital marketing tactics rank high on Google searches.

It’s All Semantics Now

semantic web crossword symbolA fairly new development in Google searches, the search engine giant has created a way to scour the Web and find the most relevant sites for any query. Semantic SEO was developed after the latest Hummingbird update to the Google algorithm. It gives Google the ability to rank websites not only on their keywords, but also relevant terms to that keyword.

Instead of just returning hits for couches when someone searches for a new sofa, the algorithm can also return searches for interior design, living rooms and other relevant keywords. Therefore, SEO marketers should focus less on one keyword, but several relevant keywords across all platforms to increase ranking chances.

News and Reviews

Reviews have become more and more popular online. Whether it’s looking to see how other diners have rated a restaurant or making sure that an online store is legit, consumers are smarter about where they put their dollars. Google has recognized the substance of online reviews and will soon be adding them to search results.

At a glance, customers can see your rating and what other customers are saying about you, so it may make more sense to shift focus and work on getting the best reviews in 2014. Increasing customer service and frequenting review sites can help you address concerns and make sure you have an excellent online reputation.

Keyword Encryption

Where you could once log into your site stats and see exactly which terms users utilized to find your website, Google is changing the game with keyword encryption on all search activity except for click-on advertisements. By encrypting keywords, it’s more difficult identify keywords to stuff into your content to rank higher. Still, keep in mind that Bing and Yahoo don’t encrypt just yet, so you won’t be flying totally blind.

And, if you really want to know how users are getting to your site, check out your landing pages: It should give a good idea on which topics garner the most hits. Moving forward, your content and SEO strategy should be more about quality than quantity. By creating quality content, you’ll enjoy traffic no matter what the keyword.

Change is Good

Old way or new way? Change is goodKeep in mind that Google holds most of the cards. With near-constant changes and updates to algorithms, you may need a qualified SEO agency to help you navigate your way through digital marketing strategy. Still, Google ranks based upon quality and relevance, so making sure that you offer the best possible content means you won’t be deeply affected by changes and updates.

The world of SEO and content marketing can be confusing at times, especially when you’re catering to Google’s changes. But the updates are really to your benefit, as they help users more effectively pinpoint exactly what they’re looking for online.

By maximizing your digital marketing strategy and covering content, SEO and keyword bases, you can enjoy a high Google rating no matter what.

Learn about how we stay adaptive, and get in touch with us to find out how we can work with you on a long-term SEO strategy that stands Google’s test of time!

Google+ is Only Just Getting Started

The common response to a sea-change in a maturing industry can be very predictable, and this is true of the Internet as much as it is the ‘offline’ world because, as we’ll discuss later this month – users of these services are real people too!

This is true when it comes to social media too. With Google+ just about a month old, we’ve seen the two common responses you’d expect from this kind of launch:

  1. The Enthusiast: your typical ‘early adopter’… just sooo excited by this new entrant that they’re gushing about anything it does
  2. The Critic: much keener to take a contrary position and to be perceived to be knowledgeable precisely because they aren’t excited about the launch, they prefer to criticise from a distance

Continue reading “Google+ is Only Just Getting Started”

Google Quality Score is Not About Relevance, It’s Revenue

Back in the early days of Pay Per Click advertising Google had one of it’s usual brainwaves. It looked at Overture (which became Yahoo! Advertising) and saw that it’s direct ‘you pay more, you position higher’ approach had two main flaws:

  1. If the adverts in the search results were less relevant to the search term, then the search engine itself would seem to be less accurate
  2. If the advertising network gets paid on click-through, then to allow poor performing adverts to dominate because they’re willing to spend more means that lower revenue would be realised

So, Quality Score was Google’s smart balancing act. The premise was Continue reading “Google Quality Score is Not About Relevance, It’s Revenue”

6 Key Digital Marketing Trends for 2012

Happy New Year from all at Ergo Digital. 2011 was quite eventful for us: from speaking at Wembley Stadium, to launching many successful websites, to sending more emails than ever before (for our clients, of course)… it’s been a year of growth.

As we look ahead, we’ve spotted six things that anyone involved in digital marketing should take note of… here goes: Continue reading “6 Key Digital Marketing Trends for 2012”

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