Tag Archives for " gdpr "
How GDPR Affects Google Rankings & SEO with Andrea Pernici
This cognitiveSEO Talks – On Search and Traffic episode brings to your attention a bunch of rare SEO tips and tricks and a frank all-SEO discussion with Andrea Pernici, a chief technology officer specialized in search engine marketing, design, and technical SEO, to mention just a few.
From web analytics to mobile marketing, HTML & CSS, Andrea has it all: great digital marketing skills, an excellent understanding of the SEO landscape, and a highly business-oriented approach. Therefore, there is nothing to prevent you from listening to the talk below. We guarantee you a good shot of know-how and a rare SEO approach you’ll learn a lot from.
Andrea Pernici is the Co-Founder of Search On Media Group and CTO and Co-Founder of 3BMeteo and he’s been working in the SEO field since the year 2005. His field of expertise and experience is very wide, from web analytics to design, search marketing, and technical matters like coding, programming.
Aside from being a great guy and a brilliant pro, you need to know that Andrea played handball in the first league and if he were to choose another field to work in apart from SEO, he would love to be a children’s books writer.
| The future digital marketing trends will probably be just “old stuff” with new names. | |
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ANDREA PERNICI |
| SEO senior consultant &CTO @andreapernici / andreapernici.com | |
Andrea has a degree in Computer Science, he is also a teacher at various confs and, as himself confesses, he is sick for Web Performance, SEO, Web Marketing, CSS and he’s a Design lover. So, grab your pen and notebook, start listening to a great pro and enjoy a laid-back search marketing-oriented discussion.
| I faced difficult periods when you suggest [your clients] to be honest but they see the competitors are not being honest and they are ranking better than you | |
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ANDREA PERNICI |
| SEO senior consultant & CTO @andreapernici / andreapernici.com | |
Tackled Topics:
- How the digital marketing trends will change in 2019
- What is SEO really about
- What are the most important aspects of SEO
- GDPR (European Union General Data Protection Regulation) and SEO
- Top OnPage and OffPage ranking factors that can help sites rank better
- The biggest mistakes digital marketers and SEO pros are doing nowadays
- How Google operates locally or in specific countries vs. how they operate globally
- The set of skills any SEO professional should have
Top 10 Marketing Nuggets:
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- Google is very greedy of news articles, so it crawls a lot; if you reduce your response time even with a millisecond, you’ll increase your website’s capabilities. 6:29
- Always try to use the free stuff Google offers and only with that you can obtain a lot of conversions. 9:23
- The technical (SEO) is the foundation of everything you do. 11:35
- Not always the search engine is the best place to find your customer. 13:41
- The results of the GDPR action could be that the ranking would drop. 17:21
- A future trend for sure will be the increase in progressive web mobile apps. 20:33
- Developing lots of apps for lots of devices is often a waste of time. 21:06
- An on-page optimization tip everyone should follow: check your robots.txt first. 25:57
- You need to look at SEO from a business perspective. Don’t concentrate on small things that cost money and have little impact. 32:33
- The most important part is how you see the big picture. You may know the technical stuff, but if you don’t have the mindset to understand the things you need to do, you cannot be a great SEO. 45:36
The post How GDPR Affects Google Rankings & SEO with Andrea Pernici appeared first on SEO Blog | cognitiveSEO Blog on SEO Tactics & Strategies.
Source: cognitiveseo.com
The missing element of GDPR: Reciprocity
GDPR day has come and gone, and the world is still turning, just about. Some remarked that it was like the Y2K day we never had; whereas the latter’s impact was a somewhat damp squib, the former has caused more of a kerfuffle: however much the authorities might say, “It’s not about you,” it has turned out that it is about just about everyone in a job, for better or worse.
Data Moneytizing
I like the thinking behind GDPR. The notion that your data was something that could be harvested, processed, bought and sold, without you having a say in the matter, was imbalanced, to say the least.
Data-monetisers have been good at following the letter of the law whilst ignoring its spirit, which is why its newly expressed spirit — of non-ambiguous clarity and agreement — that is so powerful.
The principle of advertising
Meanwhile, I don’t really have a problem with the principle of advertising.
A cocktail menu in a bar could be seen as context-driven, targeted marketing, and rightly so as the chances are the people in the bar are going to be on the look-out for a cocktail.
The old adage of 50% of advertising is wasted (but nobody knows which 50%) helps none so, sure, let’s work together on improving its accuracy.
GDPR – A Regulatory Process
The challenge, however, comes from the nature of our regulatory processes. GDPR has been created across a long period of time, by a set of international committees with all of our best interests at heart.
The resulting process is not only slow but also and inevitably, a compromise based on past use of technology. Note that even as the Cambridge Analytica scandal still looms, Facebook’s position remains that it acted within the law.
PII (personally identifiable information)
Even now, our beloved corporations are looking to how they can work within the law and yet continue to follow the prevailing mantra of the day, which is how to monetize data.
This notion has taken a bit of a hit, largely as now businesses need to be much clearer about what they are doing with it. “We will be selling your information” doesn’t quite have the same innocuous ring as “We share data with partners.”
To achieve this, most attention is on what GDPR doesn’t cover, notably around personally identifiable information (PII).
In layperson’s terms, if I cannot tell who the specific person is that I am marketing to, then I am in the clear.
I might still know that the ‘target’ is a left-leaning white male, aged 45-55, living in the UK, with a propensity for jazz, an iPhone 6 and a short political fuse, and all manner of other details.
But nope, no name and email address, no pack-drill.
Hashing
Or indeed, I might be able to exchange obfuscated details about a person with another provider (such as Facebook again), which happen to match similarly obfuscated details — a mechanism known as hashing.
As long as I am not exchanging PII, again, I am not in breach of GDPR. This is all well and good apart from the fact that it just shows how advertisers don’t need to know who I am in order to personalize their promotions to me specifically.
As I say, I don’t really have a problem with advertising done right (I doubt many people do): indeed, the day on which sloppy retargeting can be consigned to the past (offering travel insurance once one has returned home, for example) cannot come too soon.
However, I do have a concern, that the regulation we are all finding so onerous is not actually achieving one of its central goals.
What can be done about this? I think the answer lies in renewing the contractual relationship between supplier and consumer, not in terms of non-ambiguity over corporate use of data, but to recognise the role of the consumer as a data supplier.
Essentially, if you want to market to me, then you can pay for it — and if you do, I’m prepared to help you focus on what I actually want.
We are already seeing these conversations start to emerge.
Consider the recent story about a man selling his Facebook data on eBay; meanwhile, at a recent startup event I attended, an organization was asked about how a customer could choose to reveal certain aspects of their lifestyle, to achieve lower insurance premiums.
And let’s not forget AI. I’d personally love to be represented by a bot that could assess my data privately, compare it to what was available publicly, then perhaps do some outreach on my behalf.
Remind me that I needed travel insurance, find the best deal and print off a contract without me having to fall on the goodwill of the corporate masses.
What all of this needs is the idea that individuals are not simply hapless pawns to be protected (from where comes the whole notion of privacy), but active participants in an increasingly algorithmic game.
Sure, we need legislation against the hucksters and tricksters, plus continued enforcement of the balance between provider and consumer which is still tipped strongly towards “network economy” companies.
But without a recognition that individuals are data creators, whose interests extend beyond simple privacy rights, regulation will only become more onerous for all sides, without necessarily delivering the benefits they were set out to achieve.
P.S. Cocktail, anyone? Mine’s a John Collins.
Follow @jonno on Twitter.
Source: gigaom.com