How Data Privacy Impacts Marketing and SEO
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The purpose of this talk is to get you thinking about how something as industry defining as GDPR and the multiple different data breaches that have happened in the last year, can be positively impacted by analysts and marketers. I’m going to discuss how SEO as an industry has the ideal combination of traits for other marketing and data disciplines to learn from and apply those to combating data privacy concerns.
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How Data Privacy Impacts Marketing and SEO
- 1. www.brilliantnoise.com | @brilliantnoise The impact of data privacy on Marketing and what you can learn from SEO Measurefest 27th September 2018
- 2. Make marketing better. Make better marketing. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 3. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates Data privacy and its implications
- 4. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates Data privacy and its implications
- 5. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 6. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates How does data privacy impact us all?
- 7. A question about Data Privacy Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 8. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 9. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 10. They aren’t one and the same Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 11. How has it affected other types of media? Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 12. Short statements or quotes should use this template www.brilliantnoise.com “The number of daily active users in Europe fell by 3 million people from the first quarter, dropping to 279 million. The number of users in North America remained flat, at 185 million people.” http://adage.com/article/digital/facebook-sees-users-flee-europe-gdpr-effect/314384/
- 14. Based on Facebook users https://news.gallup.com/poll/232319/facebook-users-privacy-concerns-2011.aspx Facebook Users more concerned about invasion of privacy than in 2011 How concerned are you about each of the following when using Facebook —very concerned, somewhat concerned, not too concerned or not concerned at all? How about — invasion of privacy? 2011 (%) 2018 (%) Change pct. pts. Very concerned 30 43 +13 Somewhat concerned 35 31 -4 Not too concerned 23 15 -8 Not concerned at all 13 11 -2
- 15. Based on Google users https://news.gallup.com/poll/232319/facebook-users-privacy-concerns-2011.aspx Google Users more concerned about invasion of privacy How concerned are you about each of the following when using Google —very concerned, somewhat concerned, not too concerned or not concerned at all? How about — invasion of privacy? 2011 (%) 2018 (%) Change pct. pts. Very concerned 25 35 +10 Somewhat concerned 27 30 +3 Not too concerned 29 22 -7 Not concerned at all 19 13 -6
- 16. Right to be forgotten Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 17. Public knowledge of data is improving Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 18. The value of that data Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 19. Data is everywhere Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 20. How has this affected SEO? Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 21. SEO has had to constantly evolve Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 22. - Ad space - Explicitly an ‘ad’ Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 23. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 24. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 25. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 26. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 27. Tools tools tools Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 28. Additional tracking modules Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 29. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 30. What does the future hold? Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 31. Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 32. Responsiveness to change is the biggest indicator of success Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 33. What can we as marketers do to help? Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 34. Facilitate change - Be proactive - Internal knowledge share - Channel fatigue - Tag, test and analyse
- 35. Be data conscious Twitter: @PhoebeYates Website: www.phoebeyates.co.uk Slideshare: https://www.slideshare.net/PhoebeYates
- 36. Thank you @PhoebeYates | www.phoebeyates.co.uk | @brilliantnoise
Editor's Notes
- Thank you for being here today to learn more about the impact of data privacy on marketing as a channel and what you can learn from SEO.
- So hi my name is Phoebe Yates, I am an SEO analyst at Brilliant Noise, we are a Brighton-based marketing agency, which focusses on digital transformation. I’ve worked in SEO for several years now and worked both brand and agency side, for some of the biggest brands in the country.
- So just a little bit about myself, when I’m not hard at work optimising websites, I absolutely love living by the sea here in Brighton. I love doughnut Fridays at the Flowerpot bakery, by the way you guys should all go hunt them out tomorrow if you’re sticking around the for Brighton SEO and am pretty passionate about a good G&T.
- So just to let you know that you can find all of my slides on Slideshare by searching for my name Phoebe Yates or following the link in the footer. Today my intention is to really get you thinking about data privacy implications - so lets get started.
- Now I first decided to do a talk around data privacy several months ago - around the time when all of our inboxes started filling up with GDPR response emails from companies frantically realising that the deadline for users opt-ing in was fast approaching..
- So I want to look in more detail beyond GDPR at how the wider issue of data privacy has: affected us in our every day lives? affected other types of media? Impacted on SEO? Im going to try and predict what the future holds And discuss what we can do as analysts to help navigate these changes?
- So I am going to start with a question to you all in the audience today
- Please raise your hand if you have left a social media platform in the last year or so because of data privacy concerns like the Cambridge Analytica scandal or maybe because of all those GDPR emails you received several months ago?
- Thank you very much.
- Now I am in no way conflating GDPR and cambridge analytica. They aren’t one and the same. But how does this make you feel? In case you were wondering what my answer was to the question that I just posed to you. Well I left Facebook around a couple of days after this scandal emerged and I think that it was one of the best things I did…
- So how has data privacy affected other types of media?
- http://adage.com/article/digital/facebook-sees-users-flee-europe-gdpr-effect/314384/
- In the last several months data privacy has been much more in the news cycle and peoples awareness of their data is likely to have increased. There have been government boards discussing peoples expectations of what data is being collected on them and what is done with it. An increase to the ICO in complaints about data protection. And legal hearings with worldwide attention with the heads of huge social media companies at their centre. https://www.gov.uk/government/speeches/talking-with-citizens-about-expectations-for-data-sharing-and-privacy https://www.out-law.com/en/articles/2018/august/gdpr-uk-data-protection-complaints-double-/ https://www.theregister.co.uk/2018/08/16/google_risks_megafine_in_eu_over_location_stalking/ https://www.wired.co.uk/article/wired-awake-210818 https://www.wired.co.uk/article/gdpr-cookies-eprivacy-regulation-popups
- You can see by this Gallup poll from April this year of surveyed American facebook users that they are increasingly concerned about Facebook invading their privacy than they were previously. With an increase of 13% of people feeling more worried about this. https://news.gallup.com/poll/232319/facebook-users-privacy-concerns-2011.aspx https://news.gallup.com/poll/232319/facebook-users-privacy-concerns-2011.aspx
- Similarly with Google the gallup poll shows that many American Google users initially weren’t as concerned with their invasion of privacy, but this has increased over the last several years by 10% of people surveyed, https://news.gallup.com/poll/232319/facebook-users-privacy-concerns-2011.aspx
- There is also now the EU ruling around redacted results, if you don't want to appear on google anymore, you don’t have to. https://www.theguardian.com/technology/right-to-be-forgotten https://www.theguardian.com/technology/2018/mar/12/right-to-be-forgotten-high-court-hears-second-google-case
- Anecdotally, its simple to assume that the general publics knowledge of data and tracking is likely to be improving. It also might be that they don’t want to see as many pictures of their school friends kids on Facebook.
- Its also interesting to think about consumers being aware of how valuable their data is to companies. They can see how companies have gone to great lengths in order to protect and amass the data Its quite easy as a brand to take advantage of all the data at your fingertips.
- And that Data is everywhere, we know this as analysts and we work with it everyday. But how does this actually link to SEO?
- And how has data privacy affected SEO, if at all?
- It is a channel which has always had the rules and goalposts changed. Google is the search engine behemoth, it has a monopoly on the UK search industry. Im going to run through just a snippet of some of the changes SEO’s have experienced in the last few years.
- The way ads were displayed in the SERP's and how they have gradually changed from this… Image source: https://www.digital22.com/insights/how-to-align-google-adwords-with-inbound-marketing-and-why-you-should
- To this
- The ‘new’ search console Image source: https://searchenginewatch.com/2018/01/30/inside-googles-new-search-console-whats-new-whats-the-same-and-whats-still-to-come/
- Algorithm updates, which happen almost every day, ones like Penguin, panda and hummingbird updates.
- You could say that SEO has always been used to change and perhaps its fair to say that because of these changes implemented by Google, SEO as a discipline hasn’t become stagnant or left behind. That is a great position to be in when adding data privacy concerns into the mix.
- The main potential weakness in SEO when it comes to data privacy - is when it comes to tools. There are a lot of tools out there which SEO analysts rely on every day. But in many cases these SEO tools are just crawling them, which a webmaster can block, and then simply funnelling website properties into more readable formats.
- But you can compare this to other channels which require additional tracking modules to be placed in a pages html code.
- As you might have been able to see in my article gif earlier, there was the little ghostery button in the bottom corner to indicate just how many trackers and ads it was blocking. As you can see, on a publisher site like the guardian this can be up to around 6 on an average article. But it has picked up 15 different trackers and ads.
- So moving on to what the future holds. Obviously we cannot predict what will happen specifically over the next several years.
- But I think the key thing to bear in mind is that the more control you have as a brand over any given channel the more you as the brand or brand stakeholder, have the power to future-proof it against data privacy implications. Particularly when it comes to a website. So take the lessons that SEO’s have learn’t over the years which is to always be prepared and don’t rest on your data laurels.
- Responsiveness to change is the biggest indicator to success - when it comes to data privacy concerns SEO is in a great position to help influence those forward motion changes. Because of all of the continual changes its experienced as a channel itself.
- So as a marketer and brand owner what can you do to help facilitate change and protect your brand against data privacy concerns?
- Be proactive - If you have seen research out there or reviewed analytics and seen a significant switch in the way people are using your website, then consider how your visitors data privacy concerns might have influenced this. Internal knowledge share - Talk to your colleagues about your findings, share your expertise and discuss it with colleagues whose role might have a part to play in these changes. Don’t get channel fatigue - If you’re a marketing decision maker and investment in a particular channel isn’t working or you’re worried about its impact on customers perception of the brand because of data privacy concerns, don’t be afraid to change the status quo. Tag, test and analyse - The 3 commandments of analytics, always monitor and tag the changes you make and analyse their performance.
- If you yourself have decided to leave a social media platform because of data privacy concerns, then think about how that is affecting your customers. With GDPR there is no excuse to not be aware of the data your company or clients are creating and collecting, so be conscientious about how you treat it.
- Thank you for listening and I'll pass it back to Joe.
- At the start I referenced the impact of data privacy concerns on Google and social media, but how does this affect other channels? Well its worth looking at how SEO sits amongst other forms of media. This Forrester graph looks at earned owned and paid media and within the benefits, it lists the amount of control you have within a channel and that is the key to the impact on data privacy.
- Website is the single most valuable asset a brand has in the 21st century Thus it should be invested in and consistently tested and improved - but you all knew that right!?
- These earned media methods have been identified for a while now as the sources of PR coverage, backlinks, social mentions and brand kudos. But after the many failed attempts and rather cringe-worthy results, it is certainly a less reliable way of utilising your brand in the face of data privacy concerns.
- - Affinio, brand watch etc as an SEO I am consistently making sure I have awareness of brand identity and tone online.
- Im part of a widely skilled team and its something that I always ensure I remember. Our key role is to improve the online visibility of the brand/s that we work on and make them successful - as an SEO this is something that has been considered a lot over the last several months.
- I believe that there is one key group of activities, a secret weapon in a marketers arsenal, thats often being over-shadowed by more directly linked conversion channels.
- So what is earned media?
- User-generated content, pictures of a product online, sharing their joy or pain associated with the purchase, the tone of the feedback cannot be controlled. Reviews - independently collated by review sites such as Trustpilot or Reevoo which have become behemoths in the brand search marketing arena. Viral marketing activity - becoming a little passé now, but these are those joyful moments of impromptu brand affinity that come about from supposedly incongruous means. [FIND AN INFAMOUS EXAMPLE OF A VIRAL MARKETING FAIL].
- Website - users navigating to a brands website, organically through discovery phase of customer journey. Social media platforms - through an affinity with the brand, imagery, social content. Blog - place for more tonally relaxed content to thrive, a place where you can foster customer loyalty, but this is all within a brands control.