Lean Analytics: How to find & test innovative Growth Hacks using Analytics
29th May 2015
Blackhat Analytics 2 @ Superweek
29th May 2015

 

Transcript

1. Privacy as an SEO Ranking factor Protect the innocent user

2. Why? • • • • • • Increases product search frequency Reduces risk of search bad experience & loss to Bing/DuckDuck Good for Branding e.g. “Safer Search” Incentives website to be Good players – The carrot. Legal requirement as part of Analytics & Remarketing tools (e.g. GA and DoubleClick) – The Stick Reduce chance of group action / DPA fine. Be less evil 😉

3. How? Blend onsite, offsite sources of trust.

4. This means… Crawl and score onsite & offsite sources of trust.

5. Such as… Security Score Privacy Score Reviews Score / Trusted Store Social Sentiment Brand score Authorship score

6. Trust weightings … TBD Security Score – 20% Privacy Score & Privacy Receipt – 20% Reviews Score / Trusted Store – 20% Social Sentiment Brand score – 20% Authorship score – 20%

7. Privacy Score & Privacy Receipt Exposed… Onsite Privacy Score * SSL enabled? * Company Address (schema.org/organization) – Contact email * Privacy links – Position of Privacy linksOpt-out links * P3P.xml compact privacy policy * DNT response – DNT mention on privacy policy * Layer Privacy policy – Dynamic/Custom Privacy policy (e.g. GoogleDashboard) * Vertical; e.g. Publishing. * Reading Age / Fisher Score – Human readable privacy policy (kudos mobile app example)

8. Example Video http://www.youtube.com/watch?v=F3YiL59pBCc&list=PL45AABD8BB96D3785&index=19 And http://www.youtube.com/watch?v=FKXPeIeKYd8 or http://www.youtube.com/watch?v=4VewFkix7qg

9. Any Questions?

10. Get to work… Build the next RoboBot / TrustScore

11. Appendix

12. Privacy validators Validators http://try.powermapper.com/ http://validator.w3.org/p3p/20020128/p3p.pl?uri=http://www.YOUR-DOMAIN.COM/ http://www.YOUR-DOMAIN.COM/privacy-policy http://www.truste.com/w3c/p3p.xml Privacy policy scanners http://www.readability-score.com/ https://www.google.co.uk/search#q=site:ico.gov.uk/Global/privacy_statement.aspx&tbs=rl:1 Kitscore Privacy Policies based on Databases http://policy.cookiereports.com/caf4f823-en-gb.html http://info.evidon.com/pub_info/429?v=1&nt=1&nw=true Privacy Databases http://www.w3.org/services/privacy-dashboard/query.php?query=11&param=www.YOUR-DOMAIN.COM http://www.w3.org/services/privacy-dashboard/site.php?host=www.YOUR-DOMAIN.COM http://www.cookielaw.org/cookie-search.aspx?domain=http://YOUR-DOMAIN.COM http://www.cookiecert.com/cookies-for-YOUR-DOMAIN.COM http://privacyscore.com/score_details/2a03b4fe8d9d4eb8b4fb0ccf356cbaaa/showcase http://clicktoverify.truste.com/pvr.php?page=validate&url=YOUR-DOMAIN.COM Blacklists Databases http://safebrowsing.clients.google.com/safebrowsing/diagnostic?site=YOUR-DOMAIN.COM http://www.trustedsource.org/query/www.YOUR-DOMAIN.COM http://safeweb.norton.com/report/show?name=YOUR-DOMAIN.COM http://asafesite.com/check/?site=YOUR-DOMAIN.COM

13. Notes & Spare parts Onsite Privacy Score * SSL * Company Address (schema.org/organisation) – Contact email * Privacy links – Position of Privacy links – Opt-out links * P3P.xml compact privacy policy * DNT response – DNT mention on privacy policy * Layer Privacy policy – Dynamic/Custom Privacy policy (e.g. GoogleDashboard) * Vertical; e.g. Publishing. * Reading Age / Fisher Score – Human readable privacy policy (kudos mobile app example) Authorship social score * Number of follows * Sentiment GooglePlus Author or Publisher picture in Search http://www.google.com/webmasters/tools/richsnippets?url=YOUR-DOMAIN.COM Brand Score Privacy Receipt Score * Reviews score: http://www.google.co.uk/products/seller?zmi=YOUR-DOMAIN.COM * Policy match vs Actual Security Score * XXS Form security – Yandex warning. * WordPress version http://sitecheck.sucuri.net/scanner/ http://freescan.qualys.com/freescan-front/module/freescan/#scans http://dashboard.websitedefender.com/register-for-free-website-scan.php http://www.shodanhq.com/search?q=%22default+password%22 http://blekko.com/ws/http:%2F%2Fwww.YOUR-DOMAIN.COM%2F+/seo http://builtwith.com/YOUR-DOMAIN.COM http://reverseinternet.com/domain/YOUR-DOMAIN.COM http://toolbar.netcraft.com/site_report?url=http://www.YOUR-DOMAIN.COM http://www.whois-search.com/whois/www.YOUR-DOMAIN.COM http://www.bing.com/search?q=ip%3Axxx.xxx.xxx.xxx http://www.ip2country.cc/?q=xxx.xxx.xxx.xxx Ghosterly data /Toolbars Crawls Taint tests External Review scores (ebay example) Trusted store KitScore Silktide GoogleInformation harvesting policy CreditCard company scores BingWebMastersAPI MicroData validators: http://webmaster.yandex.com/microtest.xml http://www.bing.com/community/site_blogs/b/webmaster/archive/2012/02/03/webmas ter-tools-markup-validation-tool.aspx

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