Search engine optimization (SEO) has always worked alongside targeted ads as an organic way to introduce customers to your e-commerce products and services. Successful SEO helps your business to stand out from its competitors. Search engines like Google are constantly refining how they process pages to serve the most relevant content to users; Google algorithm updates, including the May 2022 Core Update, often inspire changes in best practices for SEO.
The shift away from cookies does not constitute a change in best practices so much as it suggests doubling down and committing more resources to consistently refining and updating your content. As other channels become less reliable and third-party tracking becomes obsolete, optimizing content so consumers find your products and services organically through search engine results will be necessary to ensure revenue growth.