Fingerprinting in SEO: an alternative method for improving your ranking

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Fingerprinting


In the field of natural referencing, there are many tools and techniques for optimising the visibility of a site. website in search engine results such as Google.

One of these methods is fingerprinting in SEO.

This technique can be seen as an alternative to traditional cookies and offers a number of advantages for improving your search engine optimisation.

In this article, we present 10 key points about fingerprinting in SEO.

Fingerprinting

1. Definition of fingerprinting in SEO

Fingerprinting is a identification technique which collects information about a user from their terminal (computer, smartphone, tablet, etc.) without using cookies.

This information may include IP address, screen resolution, operating system version and type of browser used.

By collecting and comparing them, fingerprinting in SEO creates a unique and individual fingerprint for each user to improve their experience on a website and, consequently, their ranking in search engines.

2. Fingerprinting as an alternative to cookies

In recent years, cookies have been widely criticised for their impact on the privacy of Internet users. This has prompted some web players to look for alternative solutions for tracking user behaviour online. Fingerprinting in SEO has therefore emerged as an alternative. alternative method allowing you to bypass the limitations imposed by the regulations on cookies and offering greater adaptability to improve a site's referencing.

3. The different fingerprinting techniques in SEO

SEO fingerprinting uses several methods to collect the information needed to create a unique fingerprint:

  • Canvas Fingerprinting: This technique involves generating an invisible image on the user's screen, which is modified according to the terminal's characteristics (font, resolution, etc.). This differentiation creates a unique identifier that is difficult to trace.
  • WebRTC : WebRTC is a technology that enables P2P connections to be established between different terminals via the browser. By analysing the network capacity and performance of each user, WebRTC can help to create a "network of choice". digital footprint individual.
  • Audio fingerprinting : This method analyses the acoustic properties of the user's terminal to determine its unique fingerprint. For example, the way in which a loudspeaker reproduces certain sound frequencies can vary from one device to another and be used for identification.

4. The benefits of fingerprinting for SEO

The use of fingerprinting offers a number of advantages in terms of natural referencing:

  1. Know your audience : By collecting precise data on users, fingerprinting gives us a better understanding of their behaviour, enabling us to adapt our content strategy.
  2. Customise theuser experience : Thanks to a unique digital footprint, it is possible to offer personalised experiences that meet the expectations of each web user, thereby improving engagement with the site.
  3. Getting around legal restrictions : Although fingerprinting also raises certain ethical issues, this method is not subject to the same restrictions as cookies. It can therefore be more easily deployed to optimise a website's referencing.

5. The disadvantages of fingerprinting in SEO

Despite its advantages, fingerprinting is not without its limitations:

  1. Ethical issues : Like cookies, fingerprinting raises concerns about privacy and the protection of personal data. This could lead some Internet users to adopt anonymous browsing technologies or to use AdBlocks to avoid being tracked.
  2. Technological cost : Fingerprinting generally requires greater investment than traditional user tracking techniques, which may make it less accessible to smaller organisations.
  3. Precision: Although SEO fingerprinting enables you to collect precise data on each of your visitors, it is important to remember that there is always a margin of error in user recognition.

6. Fingerprinting and search engines

With respect for privacy a key issue these days, several search engines are working to improve their policies on cookies and user tracking, and are taking account of the use of fingerprinting in their ranking criteria.

7. Regulations in force

At European level, the General Data Protection Regulation (GDPR) lays down a strict framework for the collection and use of Internet users' personal information. While SEO fingerprinting is not explicitly mentioned in this text, it is subject to the same rules in terms of consent and transparency vis-à-vis users. This legislation should therefore be taken into account when using this technique to optimise your SEO.

8. Best practices for using fingerprinting in SEO

To take full advantage of fingerprinting without breaching regulations or undermining the trust of Internet users, here are a few best practices to adopt:

  1. Informing users: clear and transparent communication about the use of fingerprinting on your site will increase the confidence of your visitors and limit legal risks.
  2. Ensure compliance with current regulations: Although fingerprinting is not subject to the same constraints as cookies, care must be taken not to violate the principles of the RGPD or other applicable legislation.
  3. Implementing a global strategy: Rather than simply replacing cookies with fingerprinting, we recommend developing a multi-dimensional approach based on several tracking techniques to optimise your SEO.

9. The landscape of tools and service providers

There are several software solutions and companies specialising in the implementation of fingerprinting in SEO. Choosing one will allow you to obtain personalised support tailored to the specific needs of your website.

10. The evolution of Fingerprinting in SEO

With growing concerns about data protection and online privacy, fingerprinting is likely to develop further over the next few years. Keeping abreast of technological and regulatory developments around this technique is therefore crucial to remaining competitive and ensuring good SEO.

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