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Juan Felipe Rincon - How Do You Teach 10 Million Hard-to-Reach Website Owners the Essentials of Website Security?

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Some key audiences can be really difficult to reach. Those of us who focus on helping website owners keep their sites safe from hackers know this well — those who we think we could help the most are often the least tuned-in. Through the years that Google has been chipping away at the challenge of teaching all webmasters how to be security-conscious, we’ve learned some lessons we like to share — the challenges, techniques that have worked, approaches we tried and haven’t been quite as effective, and how this ties to our own philosophy of focusing on content that is relevant, targeted and focused on solving the user need.

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Juan Felipe Rincon - How Do You Teach 10 Million Hard-to-Reach Website Owners the Essentials of Website Security?

  1. 1. How do you teach website security to 10 million hard-to-reach website owners? Juan Felipe Rincón Trust & Safety - Search Outreach Lead
 Google Ireland
  2. 2. TÁMESIS
  3. 3. 32% more hacked sites detected
  4. 4. 61% of webmasters could not be reached
  5. 5. 84% of webmasters who start cleanup process succeed
  6. 6. NOTIFICATIONS
  7. 7. HTTPS
  8. 8. Backups
  9. 9. Update and Patch
  10. 10. Validate new plugins
  11. 11. Good Passwords & Two-Step Verification
  12. 12. %ofadoption (cumulative) Time -> take-off Innovation I Rogers, E. M. (2005). Diffusion of innovations. New York: Free Press.
  13. 13. %ofadoption (Incremental) Time -> Innovation I Rogers, E. M. (1983). Diffusion of innovations. New York: Free Press.
  14. 14. Time -> Rogers, E. M. (2005). Diffusion of innovations. New York: Free Press. INNOVATORS 13.5% EARLY ADOPTERS 2.5% EARLY MAJORITY 34% LATE MAJORITY 34% LAGGARDS 16%
  15. 15. From sysadmins to small site owners Reassessing the audience
  16. 16. From SQL injection and zero- days to recovery guides and tutorials Reassessing the language
  17. 17. From information broadcast to direct engagement for behavioral change Reassessing reach
  18. 18. Generalization 9-2: Change agent success is positively related to a client orientation, rather than to a change agency orientation. Rogers, Everett, Diffusion of Innovations 1983 p 320 Change 1: Strengthen our feedback loop
  19. 19. Generalization 9-3: Change agent success is positively related to the degree to which the diffusion program is compatible with clients' needs. Rogers, Everett, Diffusion of Innovations 1983 p 320-321 Change 2: Revisit the value you are offering
  20. 20. Generalization 6-3: The complexity of an innovation, as perceived by members of a social system, is negatively related to its rate of adoption. Rogers, Everett, Diffusion of Innovations 1983 p 320 Change 3: Focus on the barriers. Then remove them
  21. 21. Generalization 9-11: Change agent success is positively related to the extent that he or she works through opinion leaders. Rogers, Everett, Diffusion of Innovations 1983 p 331 Change 4: Recruit allies
  22. 22. Your role
  23. 23. Photo Credits Photo by Oscar Sutton on Unsplash Photo by Wynand van Poortvliet on Unsplash Photo by Juan Felipe Rincón, used with permission Photo by Daryn Bartlett on Unsplash CC BY 2.0 courtesy of WOCinTech Chat Public Domain Courtesy USDA Photo by Bogdan Dada on Unsplash Photo by Tim Evans on Unsplash Photo by andrew welch on Unsplash Photo by Karl Fredrickson on Unsplash Photo by Karl Fredrickson on Unsplash Photo by Nathan Dumlao on Unsplash
  24. 24. Epilogue

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