Privacy as an SEO Ranking factor

Protect the innocent user

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 ;)

How?Blend onsite, offsite sources of trust.

This means…

Crawl and score onsite & offsite sources of trust.

Such as…

Security Score Privacy Score

Reviews Score / Trusted StoreSocial Sentiment Brand score

Authorship score

Trust weightings … TBD

Security Score - 20%Privacy Score & Privacy Receipt - 20%Reviews Score / Trusted Store - 20%Social Sentiment Brand score - 20%

Authorship score - 20%

Privacy Score & Privacy Receipt

Exposed…

Onsite Privacy Score* SSL enabled?* Company Address (schema.org/organization)- 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)

Example Video

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

Any Questions?

Get to work…

Build the next RoboBot / TrustScore

Appendix

Privacy validatorsValidatorshttp://try.powermapper.com/http://validator.w3.org/p3p/20020128/p3p.pl?uri=http://www.YOUR-DOMAIN.COM/http://www.YOUR-DOMAIN.COM/privacy-policyhttp://www.truste.com/w3c/p3p.xml

Privacy policy scannershttp://www.readability-score.com/https://www.google.co.uk/search#q=site:ico.gov.uk/Global/privacy_statement.aspx&tbs=rl:1Kitscore

Privacy Policies based on Databases http://policy.cookiereports.com/caf4f823-en-gb.htmlhttp://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.COMhttp://www.w3.org/services/privacy-dashboard/site.php?host=www.YOUR-DOMAIN.COMhttp://www.cookielaw.org/cookie-search.aspx?domain=http://YOUR-DOMAIN.COMhttp://www.cookiecert.com/cookies-for-YOUR-DOMAIN.COMhttp://privacyscore.com/score_details/2a03b4fe8d9d4eb8b4fb0ccf356cbaaa/showcasehttp://clicktoverify.truste.com/pvr.php?page=validate&url=YOUR-DOMAIN.COM

Blacklists Databaseshttp://safebrowsing.clients.google.com/safebrowsing/diagnostic?site=YOUR-DOMAIN.COMhttp://www.trustedsource.org/query/www.YOUR-DOMAIN.COMhttp://safeweb.norton.com/report/show?name=YOUR-DOMAIN.COMhttp://asafesite.com/check/?site=YOUR-DOMAIN.COM

Notes & Spare partsOnsite 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* SentimentGooglePlus Author or Publisher picture in Searchhttp://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 versionhttp://sitecheck.sucuri.net/scanner/http://freescan.qualys.com/freescan-front/module/freescan/#scanshttp://dashboard.websitedefender.com/register-for-free-website-scan.phphttp://www.shodanhq.com/search?q=%22default+password%22

http://blekko.com/ws/http:%2F%2Fwww.YOUR-DOMAIN.COM%2F+/seohttp://builtwith.com/YOUR-DOMAIN.COMhttp://reverseinternet.com/domain/YOUR-DOMAIN.COMhttp://toolbar.netcraft.com/site_report?url=http://www.YOUR-DOMAIN.COMhttp://www.whois-search.com/whois/www.YOUR-DOMAIN.COMhttp://www.bing.com/search?q=ip%3Axxx.xxx.xxx.xxxhttp://www.ip2country.cc/?q=xxx.xxx.xxx.xxx

Ghosterly data /ToolbarsCrawlsTaint testsExternal Review scores (ebay example)Trusted storeKitScoreSilktideGoogleInformation harvesting policyCreditCard company scoresBingWebMastersAPI

MicroData validators:http://webmaster.yandex.com/microtest.xmlhttp://www.bing.com/community/site_blogs/b/webmaster/archive/2012/02/03/webmaster-tools-markup-validation-tool.aspx