Preparing digital marketing strategies for a new age of the Internet

Important changes to Google algorithms and cookies are likely to have a big impact on digital marketing strategies.  As we enter a new age of the Internet, how are gTLDs likely to affect SEO and what approach can digital marketers take to search, content, social, mobile, data, access and integration as part of online strategies moving forwards?

1. Google Search
Codenamed ‘Hummingbird’, the changes to Google’s algorithm means keywords are no longer important and that greater preference is given to the content hosted on a site. Google search will now act more like a human being, giving better content a higher ranking.

As a result of this latest change, the sheer number of new Top Level Domains entering the root of the Internet coupled with Google’s new focus on content quality will mean marketers need to rethink existing websites. Authentic domains in new TLDs that are related to their content and business category are more likely to rank higher in organic search and help marketers control the internet traffic for their brand.

2. Cookies
Recently, Microsoft, Facebook, Google and others have started to use their own technology to track customers instead of cookies. This will allow these companies to better monitor what their customers are doing on their websites and develop campaigns that target users accordingly.

3. Domain Names
Individual domain names will also grow with importance. Digital marketers need to take a holistic approach to their overall online strategy, including acquiring domain names that will resonate with a particular audience or campaign. The gTLDs add one more element to the online marketing equation while simultaneously providing a catalyst for creativity.