1. Privacy as an SEO Ranking factor
Protect the innocent user

2. Why?
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Increases product search frequency
Reduces risk of search bad experience & loss
to Bing/DuckDuck
Good for Branding e.g. "Safer Search"
Incentives website to be Good players
- The carrot.
Legal requirement as part of Analytics &
Remarketing tools (e.g. GA and DoubleClick) –
The Stick
Reduce chance of group action / DPA fine.
Be less evil ;)

3. How?
Blend onsite, offsite sources of trust.

4. This means…
Crawl and score onsite & offsite
sources of trust.

5. Such as…
Security Score
Privacy Score
Reviews Score / Trusted Store
Social Sentiment Brand score
Authorship score

6. Trust weightings …
TBD
Security Score - 20%
Privacy Score & Privacy Receipt - 20%
Reviews Score / Trusted Store - 20%
Social Sentiment Brand score - 20%
Authorship score - 20%

7. Privacy Score &
Privacy Receipt
Exposed…
Onsite Privacy Score
* SSL enabled?
* Company Address (schema.org/organization)
- Contact email
* Privacy links
- Position of Privacy links
- Opt-out links
* P3P.xml compact privacy policy
* DNT response
- DNT mention on privacy policy
* Layer Privacy policy
- Dynamic/Custom Privacy policy (e.g. GoogleDashboard)
* Vertical; e.g. Publishing.
* Reading Age / Fisher Score
- Human readable privacy policy (kudos mobile app example)

8. Example Video
http://www.youtube.com/watch?v=F3YiL59pBCc&list=PL45AABD8BB96D3785&index=19
And http://www.youtube.com/watch?v=FKXPeIeKYd8 or http://www.youtube.com/watch?v=4VewFkix7qg

9. Any Questions?

10. Get to work…
Build the next RoboBot / TrustScore

11. Appendix

12. Privacy validators
Validators
http://try.powermapper.com/
http://validator.w3.org/p3p/20020128/p3p.pl?uri=http://www.YOUR-DOMAIN.COM/
http://www.YOUR-DOMAIN.COM/privacy-policy
http://www.truste.com/w3c/p3p.xml
Privacy policy scanners
http://www.readability-score.com/
https://www.google.co.uk/search#q=site:ico.gov.uk/Global/privacy_statement.aspx&tbs=rl:1
Kitscore
Privacy Policies based on Databases
http://policy.cookiereports.com/caf4f823-en-gb.html
http://info.evidon.com/pub_info/429?v=1&nt=1&nw=true
Privacy Databases
http://www.w3.org/services/privacy-dashboard/query.php?query=11&param=www.YOUR-DOMAIN.COM
http://www.w3.org/services/privacy-dashboard/site.php?host=www.YOUR-DOMAIN.COM
http://www.cookielaw.org/cookie-search.aspx?domain=http://YOUR-DOMAIN.COM
http://www.cookiecert.com/cookies-for-YOUR-DOMAIN.COM
http://privacyscore.com/score_details/2a03b4fe8d9d4eb8b4fb0ccf356cbaaa/showcase
http://clicktoverify.truste.com/pvr.php?page=validate&url=YOUR-DOMAIN.COM
Blacklists Databases
http://safebrowsing.clients.google.com/safebrowsing/diagnostic?site=YOUR-DOMAIN.COM
http://www.trustedsource.org/query/www.YOUR-DOMAIN.COM
http://safeweb.norton.com/report/show?name=YOUR-DOMAIN.COM
http://asafesite.com/check/?site=YOUR-DOMAIN.COM

13. Notes & Spare parts
Onsite Privacy Score
* SSL
* Company Address (schema.org/organisation)
- Contact email
* Privacy links
- Position of Privacy links
- Opt-out links
* P3P.xml compact privacy policy
* DNT response
- DNT mention on privacy policy
* Layer Privacy policy
- Dynamic/Custom Privacy policy (e.g. GoogleDashboard)
* Vertical; e.g. Publishing.
* Reading Age / Fisher Score
- Human readable privacy policy (kudos mobile app example)
Authorship social score
* Number of follows
* Sentiment
GooglePlus Author or Publisher picture in Search
http://www.google.com/webmasters/tools/richsnippets?url=YOUR-DOMAIN.COM
Brand Score
Privacy Receipt Score
* Reviews score: http://www.google.co.uk/products/seller?zmi=YOUR-DOMAIN.COM
* Policy match vs Actual
Security Score
* XXS Form security - Yandex warning.
* Wordpress version
http://sitecheck.sucuri.net/scanner/
http://freescan.qualys.com/freescan-front/module/freescan/#scans
http://dashboard.websitedefender.com/register-for-free-website-scan.php
http://www.shodanhq.com/search?q=%22default+password%22
http://blekko.com/ws/http:%2F%2Fwww.YOUR-DOMAIN.COM%2F+/seo
http://builtwith.com/YOUR-DOMAIN.COM
http://reverseinternet.com/domain/YOUR-DOMAIN.COM
http://toolbar.netcraft.com/site_report?url=http://www.YOUR-DOMAIN.COM
http://www.whois-search.com/whois/www.YOUR-DOMAIN.COM
http://www.bing.com/search?q=ip%3Axxx.xxx.xxx.xxx
http://www.ip2country.cc/?q=xxx.xxx.xxx.xxx
Ghosterly data /Toolbars
Crawls
Taint tests
External Review scores (ebay example)
Trusted store
KitScore
Silktide
GoogleInformation harvesting policy
CreditCard company scores
BingWebMastersAPI
MicroData validators:
http://webmaster.yandex.com/microtest.xml
http://www.bing.com/community/site_blogs/b/webmaster/archive/2012/02/03/webmas
ter-tools-markup-validation-tool.aspx