In digital terms, Cookies are tiny text files that websites store on your visitors’ devices. They help remember things like who you are, what’s in your cart, whether you’ve already logged in—or if you accepted the cookie banner the last time you visited.

They’re not programs or viruses. They don’t do anything by themselves. But they quietly carry information from page to page, and visit to visit, to improve how a website functions and how personalized it feels.

Why do websites use cookies?

Cookies serve different purposes, and most fall into one of these categories:

• Essential cookies
  These keep your site functional. They manage login sessions, remember language settings, and allow checkout processes to work properly. You can’t turn these off—they’re needed for your site to operate.
• Analytics cookies
  These track user behavior: which pages someone visits, how long they stay, what they click on. Tools like Google Analytics rely on these cookies to help site owners understand performance and usage trends.
• Marketing cookies
  These are used by ad platforms like Meta or Google Ads. They follow users across different sites and help deliver targeted ads based on browsing history.
• Preference cookies
  These remember user choices—like language selection or display settings—so returning visitors get a more consistent experience.

What’s the big deal about cookies?

The main issue isn’t the cookies themselves—it’s the privacy implications. In recent years, data protection laws like the GDPR (EU) and CCPA (California) have required site owners to be more transparent about how they collect and use data.

That’s why you now see cookie consent banners everywhere. If your site uses non-essential cookies (like tracking or remarketing), you’re legally required to:

• Inform users clearly
• Let them opt in (not just opt out)
• Give them the option to change preferences later

Failing to do so can lead to fines—especially if you serve users in the EU.

Do cookies affect SEO or performance?

Cookies themselves don’t directly affect SEO rankings. But they can influence:

• Page speed – Tracking scripts that set cookies can slow down your site
• User trust – Obnoxious banners or unclear policies can hurt credibility
• Analytics accuracy – If users decline cookies, your traffic data may be incomplete

It’s a delicate balance between getting valuable insights and respecting user choice.

Practical tips for business owners

• Only use what you need – Don’t add five different trackers “just in case”
• Choose a compliant cookie banner – Use tools like Cookiebot, Complianz, or CookieYes
• Write a clear cookie policy – Link to it from your banner and privacy policy
• Test your site – Tools like Webbkoll or built-in browser dev tools can show which cookies are being set

Bottom line

Cookies are small but mighty. They help your website run smoothly and give you useful data—but they also come with legal and ethical responsibilities. Understanding how cookies work—and making sure your use of them is transparent—builds trust, protects your visitors, and keeps you on the right side of the law.