Kevin Miller, CEO of GR0, talks about organic SEO and its role with iOS14
The history of SEO is, in many ways, a saga of tech industry giants who fight and play endless chess with every new announcement and update. Google, Apple, Facebook and more are in the driver’s seat – the rest of us are right there for the ride.
The big question is: how to react and respond to these choices made by those who pull the levers of Silicon Valley? In each new chapter there are winners and losers, and adjustments are made at all levels.
Apple’s iOS 14 announcement last year is a perfect example of an update that splits the internet marketing community right in the middle. While many advertisers are angry, organic SEO purists like GR0 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 SEO world going forward.
Changes to the IDFA policy and to the audience network
Apart from improving the aesthetics and performance of the beloved iPhone operating system, the announcement of iOS 14 last year made waves for its policy on identifying advertisers, too. 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 made it possible to deliver highly targeted advertising and marketing campaigns to users of Facebook, Instagram and other major players.
Now iOS 14 is changing the policy, allowing users to decide whether or not they want to give that information – a choice they didn’t have before.
The business downturn is understood, especially in a marketing world focused on paid advertising and personalization strategies based on large amounts of data collected through iPhones. However, thought leaders like Kevin Miller see the silver lining.
“I think iPhone users should have the decision to opt out of IDFA if they wish, as it appears to be an ethical decision,” Miller said. “Does that make it harder for advertisers in the short term? Yes, but this marks a big time for organic SEO and everyone who practices it.
Organic SEO focuses on optimizing web content on the page to drive organic traffic, build large catalogs of backlinks, and enjoy higher rankings in the Google search engine.
Default browsers and other search engines
Whenever we think of search, we think of Google, don’t we? Well, the iOS 14 update could upend the status quo when it comes to the search engines we use on our iPhones.
Google is definitely happy with the introduction of the configurable default browser option in iOS 14, which allows iPhone users to switch from Safari to Google as the engine of choice.
Considering that Google already has over 92% market share in search, this change may seem negligible, but when it comes to search volume in the billions, it all adds up.
But there’s an interesting caveat here – Google isn’t the only option on the menu. DuckDuckGo, Firefox, and Microsoft Edge are also options for default browsers, which could lead to some interesting developments in the future.
“Once again, giving users more control over their technology is always a good thing, because it allows people to make research decisions for themselves,” Miller said. “However, it could reconfigure the search engine market a bit, especially with privacy concerns at the forefront right now.”
DuckDuckGo, for example, has positioned itself as the ‘private’ browser alternative to Google, which opens up a whole new area of search and will force businesses to think about their organic SEO game plan from square one. .
There may not be a massive Google migration to DuckDuckGo in iOS 14, but now that the option is available, brands competing for online rankings can’t ignore the facts.
“It’s kind of like the Wild West of research again,” Miller said. “Brands will go back to the drawing board and reconsider their SEO strategies on different search engines.”
Googlebot now speaks HTTP / 2
The last piece of the iOS 14 announcement is more technical. HTTP / 2, an improved version of HTTP, will be crawlable by Googlebot, encouraging websites to take the step to this new protocol.
HTTP / 2 is considerably more efficient than its predecessor and will have key benefits such as faster load times, lower latency, and better use of network resources.
From an SEO perspective, this means that HTTP / 2 compliant web pages could have an edge over the latest generation architecture and encourage websites to take the leap sooner rather than later.
“There may not be a clear advantage for Googlebot to crawl HTTP / 2 sites right now, but this announcement puts it on everyone’s radar – speed and efficiency matter. algorithm, “said Miller, whose GR0 organic SEO agency specializes in on-page optimization.
In addition to white hat SEO practices such as content writing, link building, journalist outreach and PR management, SEO technical upgrades such as HTTP / 2 will play a key role in determining the next generation of search engine winners.
The future of iOS 14 and beyond
With iOS 14, organic SEO gets a big boost from the techs in charge.
However, the battle for the top spots in the rankings will become fiercer than ever – if not now, certainly in the near future. It will take some time to see the results materialize, predicts Miller.
“There was certainly shockwaves in the industry when these changes were announced, and it took a while for brands to take stock and readjust,” Miller said. “Over the next few months and years, we will see some major shifts towards organic SEO.”
Luckily for Miller, he’s in the right place at the right time as CEO and co-founder of GR0, a Los Angeles-based digital marketing agency specializing in organic SEO best practices.
Miller’s growing team of SEO strategists, writers, and technical experts are uniquely positioned to capitalize on the changes to iOS 14 and other initiatives that should stand the odds in their favor as pioneers of the game. organic SEO.
Posted on July 2, 2021