The SEO landscape is changing at lightning speed. With the disappearance of third-party cookies, SMEs, independents and marketers face new challenges. Not only is online advertising becoming more difficult, search engine optimisation is also undergoing an evolution. Google continues to take a tougher line on privacy and trustworthiness. But in this new reality, how can you still build trust and optimise your SEO?
SEO in a cookie-free world: what will change?
The cookie-free world is a fact. Browsers such as Safari and Firefox have been blocking third-party cookies for some time, and now Google Chrome is also pulling the brakes. From 2024, the use of tracking cookies for personalised ads and remarketing will be a thing of the past. But what does this mean for SEO? And what opportunities lie hidden for those who adapt smartly?
Why cookies are disappearing - and what it means for SEO
For years, cookies made it possible to track visitors, analyse behaviour and offer highly targeted ads and content. For search engine optimisation this seemed less crucial than for advertising, but appearances can be deceptive. Data from cookies, for instance, was used to measure user engagement and personalise the user experience. With that disappearing, it is once again more about authentic content, strong link building and trust with both Google and your visitors.
Reliability becomes the new gold
In the absence of cookies, trust is the key to success on Google. The search engine must be able to rely on your website being both relevant and trustworthy. E-E-A-T is gaining importance: Expertise, Experience, Authority and Trustworthiness. Google judges websites more and more critically on these factors to counter fake news, misleading information and automated 'spam'.
Building trust with Google without cookies: 5 concrete strategies
Fortunately, there are several ways to boost your position and credibility even without cookies. Follow these strategies to futureproof your SEO:
1. Offer valuable, authentic content
More than ever, SEO is about delivering relevant, actionable answers to your target audience's questions. Think about what information your (potential) customers need and make sure your website responds with clear, well-researched content. Use timeliness, case studies, customer stories and industry analysis to highlight your expertise.
2. Invest in quality signals thanks to link building
In a cookie-free world linkbuilding and recommendations - from other reliable, relevant websites - an undeniable seal of quality. Quality linkbuilding acts as a vote of confidence with Google. The algorithm interprets a natural, strong link profile as evidence that your website exudes authority and relevance within your industry.
- Focus on relevant backlinks: Aim for links from websites that really fit your industry or area - local partners, trade media, suppliers.
- Build a diversified link profile: Alternate between guest posts, listings, reviews and collaborations. A natural link profile without spammy patterns gives the most confidence.
3. Optimise your technical SEO and user experience
Google puts plenty of emphasis on websites that are technically secure, load quickly, are mobile-friendly and have clear, easily navigable structures. Also don't forget SSL certificate (https), structured data and clear internal links. By optimising technical SEO, you show Google and your visitors that you put their privacy, security and ease of use first.
4. Collect real engagement and reliability signals
Third-party cookies may be a thing of the past, but you can still boost your expertise and trustworthiness thanks to other signals:
- Collect and display genuine customer reviews via Google, Trustpilot or industry platforms.
- Publish relevant quality seals and partnerships.
- Be transparent about your team, your address, your company number and your company story - this will build your E-E-A-T score.
- Commit to authentic social media and engagement activities reflected on your website.
5. Use first-party data and privacy-friendly tracking
Third-party cookies are disappearing, but with your visitors' permission you can still collect analytical data via first-party cookies (such as Google Analytics 4). Focus on respect for privacy and transparency in your communication. Tell clearly why you collect certain data and what you do with it.
SEO without cookies: these opportunities should not be missed
The end of the third-party cookie heralds a new era of fairer, more transparent marketing and search engine optimisation. Those who proactively capitalise on these trends will be presented with many opportunities:
- Build a sustainable SEO strategy: Adopt a long-term approach that does not rely on 'tricks' but on value, authority and trust.
- Stand out with real expertise: By sharing knowledge, writing blog articles, giving webinars and being active in your sector, your authority rises.
- Keep investing in link building: Link building and peer collaborations increase your organic visibility, authority and E-E-A-T score.
And now? Go for confidence, not tricks
SEO in a cookie-free world is about more than technical optimisation. The secret lies in credibility, relevance and lasting relationships - both with Google and with your real customers.
So as an SME, self-employed or marketer, it's best to bet on quality content, thoughtful linkbuilding and a no-nonsense approach. It pays to earn trust, not 'hack it'.
Those who invest in real value today will be seen as a trusted partner tomorrow. Not only by Google, but also by the people who really matter: your customers.
