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Diginius - DuckDuckGo, Privacy and the Future of Search
- 1. Everything you need to know about DuckDuckGo, privacy and the future of search Nate Burke| Diginius SLIDESHARE.NET/NateBurke1 @DiginiusLTD
- 2. 2 Agenda Rise of privacy concerns in search What and why of DuckDuckGo How to optimise & advertise on DuckDuckGo Where is privacy in search headed?
- 3. 3 Rise of privacy concerns
- 4. Browser data linked to you 4
- 5. Hacker News – March 2021 5
- 7. 2008 2013 2014 2016 Founded Web 3.1 Apple/ Mozilla Firefox Yahoo! Bing Wikipedia Tor 2019 Apple Maps 2021 Privacy email Key dates 7
- 8. Rapid growth Avg. 100 million searches/d ay Over 100 billion searches 8
- 9. Duck Duck Go market share 6th biggest search engine globally 1% of global search market USA Germany UK 3 of top 6 via Microsoft Advertising 9
- 11. Medium / high income 11
- 12. Loyal users – exclusive to DDG 12
- 13. Tracks anything connected to Google No search history Google Duck Duck Go No cookies Encrypted websites Hidden IP addresses Tracking vs. 13
- 14. Is this the same as Chrome Incognito? 14
- 15. How do I optimise for DDG? A. How DDG works. - 400 sources including: DuckDuckBot Crowdsourcing websites Search engines e.g. Yahoo, Bing • No proprietary indexes - uses APIs • Re-ranks using intelligence layer • Privacy is key 15
- 16. How do I optimise for DDG? B. Optimisation tips. Quality backlinks Engaging content Submit site 16 Submit your !Bang Structured data
- 17. How do I advertise on DDG? 17 ADVERTISING 02 AFFILIATE REVENUE 01
- 18. Search & shopping ads by MSA 18
- 20. Google vs Microsoft search partners 20
- 21. Automatically manage MSA Publisher network with Diginius Insight 21
- 22. Take it from Zuck… 22
- 23. Thank you! 23
Editor's Notes
- • Founded in the US (PA) in 2008 by Gabriel Weinberg to protect users search privacy and avoid bubble of personalised search results • Backed by Union Square Ventures and angel investors • Name comes from the children’s game “Duck, Duck, Goose” • Search engine written in Perl, runs on nginx, FreeBSD and Linux • Built primarily on search API’s from 400 sources (including Yahoo!, Search BOSS, Wolfram Alpha, Bing, its webcrawler, Wikipedia and others) • Earns revenue from advertisements (managed by MSA) and affiliate programs (ebay/amazon) Sept 26, 2013 – GNOME releases Web 3.1 with DDG as default search engine • Sept 18, 2014 – Apple includes as search option on IOS 8 and OS X Yosemite in Safari browser • 2014 – Mozilla ads DDG as option for Firefox 33.1 • 2016 – DDG partners with Yahoo!, Bing, Yandex and Wikipedia – without sharing user information • 2016 – Tor Browser names DDG as default search • 2019 – DDG announces all maps powered by Apple Maps • July 2021 – privacy @duck.com email service launched • Nov 2021 – 101 million daily searches on average
- ▪ Surpassed 100 billion searches on Jan 13, 2022 ▪ Current average circa 100 million searches per day
- ▪ 6th biggest search engine by rank globally, approaching 1% of global search market ▪ USA largest market share, followed by Germany and the UK ▪ Reach 3 of top 6 search engines via Microsoft Advertising (Yandex: Russia, Baidu: China)
- What does Google track? ▪ Location data ▪ Search history ▪ Purchases you make ▪ Browsing behaviour ▪ Gmail activity ▪ YouTube activity ▪ Ads you view ▪ How you use Google devices, apps, services ▪ Anything connected to Google What does DDG track? ▪ No search history – completely anonymous ▪ Automatically connects to encrypted versions websites when possible making harder for others to track ▪ Does not use cookies ▪ Keeps IP addresses hidden
- ▪ Incognito only prevents browser history from being recorded on your local device ▪ Does not prevent website you visit from collecting information
- ▪ According to Search Engine Journal, DuckDuckGo compiles its search results via a total of 400 sources, including the DuckDuckBot, several crowdsourcing websites, and search engines such as Yahoo and Bing. ▪ This is different from Google or Bing which maintain their own isolated “indexes” and determine their own rankings ▪ Local search much less precise on DDG due to privacy search approach – IP addresses aren’t stored ▪ Map data is sourced from Apple maps – so make sure listing is up to date ▪ Follow Bing and Google indexing rules
- Quality backlinks Optimise/repurpose engaging content (know your sources) LinkedIn, Amazon, Quora etc……. Submit site to other search engines (Bing, Yahoo, Yandex) Submit your !Bang (shortcut) Structured data - JSON-LD
- DuckDuckGo generates revenue in two ways – affiliate revenue and advertising ▪ Affiliate revenue is via programs such as Amazon and Ebay affiliate programs ▪ Advertising is via sponsored links managed by the Microsoft Ad Network – specifically the search and content networks on Bing