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Google privacy policy: What is changing in the search landscape?
SEO Presentation – 1st March 2012
One policy, one Google experience


As of today, Google new privacy policy is being rolled out and over 60
different products (and policies) will be replaced with a single easy to read
privacy rules set.
Some exclusion apply like Google Wallet (On-line transaction system –
PayPal competitor).




                                                                                Page 2
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 us
as an agency.




                            Really???



                                                                                  Page 4
Reality is sometimes different from what engineers expect




Google in an enterprise company and as a such they need to work in a
distributed 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
What does this change mean for SEO?


Google aims to help you find the best answers to your questions, and
sometimes 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 not
produce the expected relevancy between user queries and results in SERPs.


                                                                              Page 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 is
that now information about how you interact with the Google Analytics
interface may be shared with other Google’s products.
Not everybody knows this, but Google Analytics interface is tracked by the
team using Google Analytics itself.



                                                                             Page 7
What does this mean for PPC?


By sharing Google AdWords
campaigns insights, Google will be
able to analyse the historical
conversions and customer
reaction over time.
This is going to provide more
specific insights on the cost per
click with less room for
speculations.

Also Google will probably create a
new way to target consumers by
generating Personas like Facebook
                                     In a nutshell, Ad campaigns will cost less
has been doing since they started    and convert more.
their Ad channel.


                                                                                  Page 8
What does this means for display?




Google will not link consumers’ Google account information with browsing
data collected through its DoubleClick cookie.

However, logged consumers activity will be integrated in the cross-product
targeting mechanism too. This will help Google bolster sales on its display
network, which has lagged behind others such as Facebook.


                                                                              Page 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 an
augmented search experience, more pertinent and in line with what the
user is looking for.



                                                                           Page 10
Ohhhh … I don’t really like this.




Can I opt-out from this new unified “eco-Google-system”?



                                                           Page 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
European Commission turned up the nose too




On a separate note, institutions raised questions. About two weeks ago, EU
commission asked Google to delay the introduction of the new privacy law.

EU claimed they want enough time to understand the implications of this
change and they have nominated the French Privacy Authority as the only
supervisor for this task.

Similar situation in the US, where some politicians enquired the company.


                                                                             Page 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 demographic

5) 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
Thank you

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One policy, one Google experience

  • 1. Google privacy policy: What is changing in the search landscape? SEO Presentation – 1st March 2012
  • 2. One policy, one Google experience As of today, Google new privacy policy is being rolled out and over 60 different products (and policies) will be replaced with a single easy to read privacy rules set. Some exclusion apply like Google Wallet (On-line transaction system – PayPal competitor). Page 2
  • 3.
  • 4. 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 us as an agency. Really??? Page 4
  • 5. Reality is sometimes different from what engineers expect Google in an enterprise company and as a such they need to work in a distributed 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
  • 6. What does this change mean for SEO? Google aims to help you find the best answers to your questions, and sometimes 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 not produce the expected relevancy between user queries and results in SERPs. Page 6
  • 7. 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 is that now information about how you interact with the Google Analytics interface may be shared with other Google’s products. Not everybody knows this, but Google Analytics interface is tracked by the team using Google Analytics itself. Page 7
  • 8. What does this mean for PPC? By sharing Google AdWords campaigns insights, Google will be able to analyse the historical conversions and customer reaction over time. This is going to provide more specific insights on the cost per click with less room for speculations. Also Google will probably create a new way to target consumers by generating Personas like Facebook In a nutshell, Ad campaigns will cost less has been doing since they started and convert more. their Ad channel. Page 8
  • 9. What does this means for display? Google will not link consumers’ Google account information with browsing data collected through its DoubleClick cookie. However, logged consumers activity will be integrated in the cross-product targeting mechanism too. This will help Google bolster sales on its display network, which has lagged behind others such as Facebook. Page 9
  • 10. 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 an augmented search experience, more pertinent and in line with what the user is looking for. Page 10
  • 11. Ohhhh … I don’t really like this. Can I opt-out from this new unified “eco-Google-system”? Page 11
  • 12. 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
  • 13. European Commission turned up the nose too On a separate note, institutions raised questions. About two weeks ago, EU commission asked Google to delay the introduction of the new privacy law. EU claimed they want enough time to understand the implications of this change and they have nominated the French Privacy Authority as the only supervisor for this task. Similar situation in the US, where some politicians enquired the company. Page 13
  • 14. 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 demographic 5) 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