The story of SEO is, in many ways, a saga of tech industry giants battling it out and playing an endless game of chess with each new announcement and update. Google, Apple, Facebook, and others are calling the shots – the rest of us are just along for the ride.
The big question is: how do we react and respond to these choices made by those pulling the levers in Silicon Valley? In every new chapter, there are winners and losers, and adjustments are made across the board.
This past year’s announcement of iOS 14 from Apple is a perfect example of an update that has the internet marketing community split right down the middle. While many advertisers are up in arms, organic SEO purists like GR0’s Kevin Miller see a silver lining.
Here’s what Miller has to say about the implications of iOS 14 and what we can expect to change in the world of SEO moving forward.
Changes to IDFA Policy and Audience Network
Aside from aesthetic and performance improvement to the beloved iPhone operating system, the announcement of iOS 14 last year made waves for its policy regarding Identification for Advertisers, also known as IDFA.
With IDFA, app publishers and advertisers had direct access to key information about users who downloaded apps from Apple’s native store. This allowed for highly targeted ads and marketing campaigns to users of Facebook, Instagram, and other major players.
Now, iOS 14 is switching up the policy, allowing users to decide whether or not they want to give…