Search Marketing: Google’s Privacy Policy

March 22, 2012 - Digital State Marketing

 

Google’s introduction of a new privacy policy is being criticised by some as a massive invasion of privacy, the changes will piece together user’s information from Gmail to YouTube to the Google Plus social network, but how will this affect your search marketing strategy? Google collects information such as what language visitors use, to what advertisement’s may be useful to users based on the terms they have searched, this information is collected in two ways: information given to Google, so if for example users sign up for a Gmail or a Google + account they will give details such as name, address, contact details. Information is also gathered through how users utilise their services; what they search and location. The aim of collecting such information is to tailor search results to fit the individual, this has some advantages as well as disadvantages.
The changes came into play on March 1st 2012; the changes are a massive overhaul of Google’s privacy policy which the company claims will create a ‘beautifully simple and intuitive’ user experience. It also emphasised that the new privacy policy will not force users to become Google Plus account holders and that it will still be possible to search Google without signing in, or to sign in and then elect to search anonymously. An example of how the new system will work may highlight the changes to you, if you spend an hour signed in to a Google account searching the web for ‘snowboards’, the next time you log into YouTube, you might get recommendations for videos featuring Craig Kelly, Todd Richards or Terje Haakenson, along with advertisements for snowboarding merchandise and the nearest place to buy them. This sounds like an attractive tool to have, so what are the negatives?
Privacy problems are particularly pertinent to those who share a Google account with other members of their family, so maybe you want to surprise your mum for example with some concert tickets for her birthday, if you both use the same computer Google may come up with ads for the concert tickets, the next time your mum is on the computer giving your surprise away. This could also apply to searches relating to sensitive topics such as meetings in your calendar.
For all of your search marketing needs including search engine optimisation and pay-per-click campaigns visit us at Digital State Marketing.