Lean Analytics: How to find & test innovative Growth Hacks using Analytics
29/05/2015
Blackhat Analytics 2 @ Superweek
29/05/2015

Privacy as a ranking factor

 

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 https://try.powermapper.com/Demo/SortSite http://ww38.your-domain.com/privacy-policy https://www.trustarc.com/ Privacy policy scanners https://readable.io/ https://www.google.co.uk/webhp#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://cookiepedia.co.uk/?domain=http://YOUR-DOMAIN.COM https://kulutusluotottaja.fi/ https://www.avg.com/en-gb/avg-owned-domain http://clicktoverify.truste.com/pvr.php?page=validate&url=YOUR-DOMAIN.COM Blacklists Databases https://transparencyreport.google.com/safe-browsing/search?url=YOUR-DOMAIN.COM https://www.mcafee.com/threat-intelligence/domain/default.aspx?domain=www.YOUR-DOMAIN.COM https://safeweb.norton.com/report/show?name=YOUR-DOMAIN.COM http://asafesite.com/?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 https://search.google.com/structured-data/testing-tool Brand Score Privacy Receipt Score * Reviews score: http://www.google.co.uk/shopping/seller?q=YOUR-DOMAIN.COM * Policy match vs Actual Security Score * XXS Form security – Yandex warning. * WordPress version https://sitecheck.sucuri.net/ https://freescan.qualys.com/freescan-front/#scans https://www.shodan.io/ http://blekko.com/ https://builtwith.com/YOUR-DOMAIN.COM https://toolbar.netcraft.com/site_report?url=http://www.YOUR-DOMAIN.COM https://whois-search.com/whois/www.YOUR-DOMAIN.COM http://www.bing.com/search?q=ip%3Axxx.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: https://webmaster.yandex.com/showcaptcha?cc=1&retpath=https%3A//webmaster.yandex.com/tools/microtest%3F_ca1e383c7dde70e58a761d94619dcf4a&t=0/1522710724/bd3e8254469f67a0a153872ece6e6ea9&s=d2fb2b47ce075e3324c747ff034bb247 ter-tools-markup-validation-tool.aspx

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