Category: Google

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Starting Today 2-15-25 Google Starts Digital Fingerprinting

Fingerprints

Today is the rollout day for Google’s new tracking method that you cannot opt out of called Digital Fingerprinting.

Cookies don’t matter anymore. Now, Google is collecting the following information for use with advertising on its Google Ads platform and across all its properties and partner properties on the web.

Unique Signals Make Your Fingerprint

Google now records the following on you in order to create a unique digital ID of your online use and behavior that can be targeted with Google Ads advertising.

  1. IP address
  2. Device’s unique signature.
  3. Operating system and version
  4. Browser type used
  5. Battery level
  6. Language
  7. Screen resolution and screen size
  8. Keyboard plugins
  9. Network information
  10. User behavior online
  11. Device model and make
  12. Supported fonts
  13. User agent string
  14. Time zone
  15. Http headers
  16. Behavior data including mouse movements
  17. Typing patterns
  18. WebGL (Web Graphic Library) a JavaScript API that renders interactive visuals in a browser
  19. Device hardware information and configuration
  20. Graphics card details
  21. Other numerous signals

What Are the Experts Saying?

Other websites have stated that Google is collecting hundreds of data points including those mentioned above that are used to create a cross network digital ID that identifies your activity for targeting. I have not seen that this digital ID is matched to you as a known person, but that cannot be ruled out at this time.

What I do see is that all this collected information is used to create a unique profile that Google can then leverage in their advertising to make granular decision on who to target for remarketing, content advertising, and smart connected TV advertising.

Many privacy professionals and countries have expressed growing concern over this new tracking tactic and are posting complaints about this change. Of important note is that a user simply cannot opt out or control what data is being collected. This new tracking method is not like a cookie tracking. The end use does not have the ability to control or opt out of the information collection.

Below are a few comments from important agencies.

“The UK’s Information Commissioner’s Office (ICO) has called Google’s policy change to use digital fingerprinting “irresponsible”. The ICO says that fingerprinting is an unfair way to track users and reduces their control over their information.” Read more.

Regulators and privacy advocates have long warned the marketplace of the privacy dangers of fingerprinting techniques. For example, in 2015 the World Wide Web Consortium (W3C) came out strongly against fingerprinting, calling it a “blatant violation of the human right to privacy.” Read more.

“By allowing fingerprinting, Google has given itself – and the advertising industry it dominates – permission to use a form of tracking that people can’t do much to stop,” said Martin Thomson, distinguished engineer at Mozilla, a rival to Google.” Read more in this BBC article.

Our Take on Digital Fingerprinting

Of specific concern to our team at McCord Web Services is a  user’s inability to review the tracked data, to opt out, or to have data removed. These new tracking signals are not like browser cookies.

For advertisers on Google Ads, a digital fingerprint is maybe great news. A digital fingerprint allows for more robust tracking and therefore better ad targeting which may drive more targeted conversions.

We do expect more states, countries, and agencies to weigh in on this important topic that impacts a consumer’s privacy in the weeks to months to come.

What Can You Do Now?

You can add the WebGL Defender extension to your browser for now to capture a degree of privacy. This extension works for me in Edge and Firefox. The extension thwarts tracking by generating a fake response for the tracking in the WebGL category which may to a degree thwart the fingerprinting.

However, as the WebGL is a JavaScript library, some websites have not worked for me (GoDaddy is one of them), as it perceives that JavaScript is off.

Be aware that Google has already stated that JavaScript must be turned on to use the Google.com search engine as of February 15th. Read this article on that topic.

As more information becomes clear, we will keep you updated on this important change.

To find out more about McCord Web Services and what we do, please visit our website at McCordWeb.com.

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Google is Dropping Continuous Scroll in Search Results

Team reviewing a proposal from McCord Web Services.

In a significant shift, Google has announced that it will be dropping continuous scroll for search results and moving back to displaying 10 organic results per page. This change reverses a feature that had been rolled out to improve user experience by allowing seamless scrolling through search results. The reversion to the classic 10 results per page format is expected to have a profound impact on organic search results and the need for businesses to invest in Google Ads to maintain visibility.

Introduction

If you’re a business owner who relies on Google Ads for your online presence, this Google search update is a game-changer. For a while, continuous scroll made it easier for users to browse through multiple search results without having to click ‘next.’ Now, Google is reverting to its original format of displaying only 10 organic results per page. This change will undoubtedly influence how businesses approach their SEO and advertising strategies. Here’s why this shift is crucial and how it impacts organic search results and Google Ads.

The Impact on Organic Search Results

Decreased Organic Visibility

One of the most immediate impacts of this change is the decreased visibility for websites that are not on the first page of search results. With continuous scroll, users were more likely to see and click on results beyond the first 10. Now, being relegated to the second page or higher means potential organic traffic will drop significantly.

Increased Competition for Top Spots

The fight for those coveted top 10 positions will become fiercer. Businesses will need to work even harder to produce high-quality, SEO-friendly content regularly. This means investing in SEO experts and consistent content updates to stay competitive.

Quality Over Quantity

While quantity has always been a factor in SEO, quality will now take center stage. Google’s algorithm favors sites with valuable and relevant content. Therefore, businesses must prioritize creating engaging blog posts, detailed articles, and informative website content to improve their chances of ranking within the top 10 results.

The Impact on Google Ads

Increased Need for Advertising

With fewer organic results being displayed per page, businesses will find it more challenging to gain visibility through organic search alone. This change will likely push more companies to allocate budgets for Google Ads to ensure they remain visible to potential customers.

Higher Competition and Costs

“As a Google Partner and SEO expert, my firm feels that businesses will need to increase advertising budgets in Google Ads and work with an SEO expert to provide quality blog and website content in order to improve site visibility,” says Nancy McCord, Founder of McCord Web Services. This increased reliance on Google Ads will lead to higher competition for ad placements, potentially driving up the cost-per-click (CPC) for competitive keywords.

Strategic Ad Campaigns

Businesses will need to become more strategic in their ad campaigns, focusing on targeting the right audience and using compelling ad copy to stand out. This also means leveraging all available features of Google Ads, such as ad extensions and A/B testing, to maximize ROI.

Conclusion

The shift back to displaying 10 organic results per page is a significant change that will influence both organic search results and Google Ads strategies. Businesses must adapt by investing in high-quality content and increasing their advertising budgets to maintain visibility. By understanding the implications of this update, business owners can make informed decisions to stay competitive in an increasingly challenging digital landscape.

Stay ahead of the curve and consider working with an SEO expert to optimize your website and a Google Ads consultant to enhance your ad campaigns. This dual approach will help ensure that your business continues to thrive online despite the evolving search engine landscape.

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Navigating the Next Wave of Search: How Google’s SGE Will Reshape Organic Traffic in 2024

SEO Strategy is Changing Due to Google's SGE in Chrome.

In the realm of digital marketing and search engine optimization (SEO), we stand on the brink of a monumental shift. Google’s introduction of its search generative experience (SGE) is poised to redefine how we interact with the world’s most popular search engine, and by extension, how websites capture organic traffic. This evolution promises to alter not just website placement but the entire browsing experience within Google Chrome. But what does this mean for your SEO strategy in 2024?

Understanding Google’s SGE and Its Impact on Website Placement

At its core, SGE leverages advanced AI algorithms to understand and predict user intent in unprecedented ways. This technology doesn’t just aim to provide answers but to anticipate the underlying questions users may not even know to ask. For businesses, this translates to a significant shift in how website placement within search results can influence visibility and organic traffic.

The Case of the Niche E-commerce Site

Consider the case of a niche e-commerce platform, which, upon the rollout of SGE, observed a 20% decline in organic traffic for product searches. Traditional SEO strategies that once propelled the site to the first page of Google suddenly seemed less effective. Through an adaptive SEO approach, focusing on rich, contextual content, and aligning with SGE’s predictive capabilities, the site managed to regain and eventually exceed its previous traffic levels. This case study underscores the need for nimble SEO strategies that can evolve with Google’s advancements.

SGE’s Transformation of Google Chrome’s Browsing Experience

SGE is not just altering search results; it’s set to transform how users browse in Google Chrome. By integrating a more intuitive understanding of user queries, Chrome will begin to offer a browsing experience that’s seamlessly aligned with individual needs and preferences.

A Surge in Organic Traffic for a Local Service Provider

A notable example of this in action involves a local service provider whose website saw an organic traffic boost following SGE’s enhancement of local searches. By emphasizing local SEO factors and ensuring their site was optimally structured for SGE’s locality-focused algorithms, they captured a larger share of targeted, local traffic. This success story illustrates the increasing importance of localized content and SEO in the SGE era.

Adapting Your SEO Strategy for SGE

Adaption starts with a deep understanding of SGE’s mechanics and its implications for user search behavior. Here are strategies to help you stay ahead:

  • Integrate Rich, Contextual Content: Go beyond keywords to develop content that answers the broader context of user queries.
  • Optimize for Predictive Search: Anticipate the next logical questions your audience might have, providing comprehensive resources that align with their search journeys.
  • Leverage Structured Data: Help SGE better understand the content and context of your pages, enhancing visibility in rich snippets and featured placements.

A Multi-faceted SEO Approach

The shift to SGE highlights the necessity for a diversified SEO strategy. A general-interest blog, for instance, found that its broad readership base fragmented across more specific interests with the advent of SGE. By employing long-tail SEO tactics and diversifying its content portfolio, the blog managed to tap into new organic traffic sources, demonstrating the value of a multi-pronged approach to SEO in the SGE landscape.

What to Make Of SGE’s Impact on SEO Strategies

The rollout of Google’s SGE marks a pivotal moment for SEO professionals and website owners alike. While the challenges it presents are non-trivial, they also offer opportunities for innovation and growth. By understanding the nuances of SGE, proactively adjusting your SEO strategy, and keeping user experience at the forefront, you can ensure that your site not only navigates but thrives in the new era of search.

The evolution of search is an adventure in itself, one that demands adaptability, foresight, and a deep commitment to understanding the shifting digital landscape. The examples of businesses that have already begun to adapt to SGE showcase the potential for increased visibility and traffic, provided we’re ready to rethink, revise, and revitalize our SEO strategies for 2024 and beyond.

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Are There Consequences of Google.com’s New Continuous Scroll?

Person Surfing the Web on Desktop

Recently Google released a new feature for Google Search for desktop – continuous scroll. This fresh look for Google Search was clearly created from careful analysis of user behavior.

In terms of users moving through material of interest, Google sees continuous scroll as a way to get more information in front of a reader without the break of clicking to new pages. The problem with this new feature is the loss of top SERP placement for SEO and top of page placement for Google Ads. For Google Ads this may cause a drop in conversion numbers.

What Google Says About Continuous Scroll

Google has not released an official blog on the topic of continuous scroll on desktop, but here is what Google had to say when continuous scroll was released on mobile.

“While you can often find what you’re looking for in the first few results, sometimes you want to keep looking. In fact, most people who want additional information tend to browse up to four pages of search results. With this update, people can now seamlessly do this, browsing through many different results, before needing to click the ‘See More’ button.”

The Impact

Google seems to think that SEO results will improve as there will no longer be pages in the SERPs, but the simple fact is that people do not want to scroll through 50+ results of website listings trying to find an answer to a search query.

When it comes to Google Ads, Google say that ads won’t show on the bottom of the page but rather in the middle of a given portion of scrolling. From my point of view, the bottom of the first page, is better than the middle of what would have been the 3rd page of results.

Google has already stated that users of Google Ads will see an increase in impressions as users scroll down the page. On mobile, continuous scroll was one thing, because users could always find results on desktop, but now with desktop folded into continuous scroll, it is a whole new ball game.

Truthfully, I do not know the full impact continuous scroll will have on the digital Netscape, but I am watching and looking for solutions as problems emerge.

As an experienced Google ads and SEO expert who is always interested in drastic changes Google makes to its platforms, I am watching closely to see how continuous scroll impacts my clients marketing and SEO efforts.

About the Writer

Christopher Harper is a Senior Associate at McCord Web Services, a Google Partner. He is a certified in all areas of Google Ads and an expert in Search Engine Optimization.