One policy, one Google experience


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Google privacy unify 60 different privacy documente in a simple and easy to read one.
What are the advantages?

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One policy, one Google experience

  1. 1. Google privacy policy: What is changing in the search landscape?SEO Presentation – 1st March 2012
  2. 2. One policy, one Google experienceAs of today, Google new privacy policy is being rolled out and over 60different products (and policies) will be replaced with a single easy to readprivacy rules set.Some exclusion apply like Google Wallet (On-line transaction system –PayPal competitor). Page 2
  3. 3. One beautifully simple and intuitive experience…Sometime, Google tends to not say the whole true and to exaggerate,masking their real intent. Let’s see what are the aspects that really affect usas an agency. Really??? Page 4
  4. 4. Reality is sometimes different from what engineers expectGoogle in an enterprise company and as a such they need to work in adistributed environment where even the simplest thing requires ages.As a result of this and this long and tedious internal communication process,quite often the most obvious thing are left behind. Page 5
  5. 5. What does this change mean for SEO?Google aims to help you find the best answers to your questions, andsometimes the best answers come from your friends.“Search Plus Your World”, is the name that has been given to this feature.However, at a first glance, results mashing with social media are likely to notproduce the expected relevancy between user queries and results in SERPs. Page 6
  6. 6. What does this means on the analytics side?No changes on how Google will handle information on website’s visitors.The only change for Google Analytics users under the new privacy policy isthat now information about how you interact with the Google Analyticsinterface may be shared with other Google’s products.Not everybody knows this, but Google Analytics interface is tracked by theteam using Google Analytics itself. Page 7
  7. 7. What does this mean for PPC?By sharing Google AdWordscampaigns insights, Google will beable to analyse the historicalconversions and customerreaction over time.This is going to provide morespecific insights on the cost perclick with less room forspeculations.Also Google will probably create anew way to target consumers bygenerating Personas like Facebook In a nutshell, Ad campaigns will cost lesshas been doing since they started and convert more.their Ad channel. Page 8
  8. 8. What does this means for display?Google will not link consumers’ Google account information with browsingdata collected through its DoubleClick cookie.However, logged consumers activity will be integrated in the cross-producttargeting mechanism too. This will help Google bolster sales on its displaynetwork, which has lagged behind others such as Facebook. Page 9
  9. 9. So the biggest advantage for Google is…A better customer segmentation, which will allow Google to create “real”personas, thus helping them serve better Ads primarily, and secondly anaugmented search experience, more pertinent and in line with what theuser is looking for. Page 10
  10. 10. Ohhhh … I don’t really like this.Can I opt-out from this new unified “eco-Google-system”? Page 11
  11. 11. The Google answer is … As a matter of fact, yes you can, but this will mean cancelling your Google account. As professional marketers, we heavily rely on Google services, so unlikely we will do this. And with more than 70% of market share on the search space, I do think that customers will accept the new policy without questioning themselves too much. Page 12
  12. 12. European Commission turned up the nose tooOn a separate note, institutions raised questions. About two weeks ago, EUcommission asked Google to delay the introduction of the new privacy law.EU claimed they want enough time to understand the implications of thischange and they have nominated the French Privacy Authority as the onlysupervisor for this task.Similar situation in the US, where some politicians enquired the company. Page 13
  13. 13. Takeaways 1) 60 Google products privacy policies documents are now one easy to read doc 2) International authorities called for a pause, but anything more than a conversation between parties has happened 3) Big advantages for Google, that can now cross- sell Ads assuring a better CTR 4) It’s likely we will sooner see a new Ads proposition model based on demographic5) Broad changes on natural search are expected too due to the more influence the social aspect will have in the Google accounts’ mechanism. Page 14
  14. 14. Thank you