The world of Search Engine Optimisation (SEO) is ever changing and SEO in 2020 is no different. Recently, there have been some changes announced by Google that will come into effect in the next year.

Sometimes, it can be difficult to understand what you need to know from these SEO update reports, which is why we have put this blog together to ensure you know and understand everything you need to. Here’s how the changes may affect your website:

Google’s Core Web Vitals Will Become Ranking Signals

Core Web Vitals are a new set of performance metrics that help to measure elements of web page development that affect user experience. They currently include factors such as mobile-friendliness, safe browsing, security and intrusive interstitial guidelines.

Google Search


However, a new update by Google means that they will also now include new metrics such as page loading speed, interactivity, and visual stability. These will be ranked according to three outcomes - good, needs improvement and failure. The better the ranking that these metrics get, the more likely your website is to rank higher on search engine result pages, making these metrics a new must when it comes to your search marketing strategy.
To read about Core Web Vitals in more depth, please click here. To read Google’s latest Core Web Vitals report in full, please click here.

Apple Safari Will Not Block Google Analytics Tracking

In recent weeks, many have been concerned regarding Apple’s new Safari update and how it will impact the functioning of Google Analytics. However, it has now been reported that Apple’s next version of the Safari web browser will not block Google Analytics as was previously thought. This is brilliant news for those who use Google’s tracking code on their websites to collect data and measure website performance.

Web Analytics

Apple iOS14

Apple is set to launch iOS14, which means a huge crackdown in user tracking for both Google and social media platforms such as Facebook. The main point that Apple has announced is that in order to track your advertising, apps such as Google and Facebook must explicitly ask for your permission to opt-in. If your customers don’t opt it, you won’t be able to track them.

Apple Products


iOS13, Apple’s currently operating system, did already tighten the control of data collection by such apps, but the control for this is not the easiest to find in your settings. iOS14, however, brings this to the forefront for users, which may mean that thousands of users turn off data tracking and disable personalised ads in the coming months.

So, how does this affect your business? With Apple’s new operating system, tracking your advertising, delivering personalised ads and truly understanding your target audience’s behaviour may become more difficult. By giving the control back to the user, Apple is taking control away from companies. Whilst this is important for user protection and data regulation, it does make marketing your business more difficult.

Get In Touch

Our team is working tirelessly to ensure that our customers are affected by these updates as little as possible. However, if you aren’t currently an SEO customer, we’d love to help you too. Get in touch with our team of SEO experts today to find out how we can help your search marketing strategy.

01452 729 953 | hello@brace.co.uk