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Google vs DuckDuckGo - Private vs Personalized Search

PRESENTED BY Optilal DuckDuckGo © Google PRIVATE VS. PERSONALIZED SEARCH "As long as you can tie searches together and you keep any shred of the information, any per- sonal information that can tie things back to you, then I think it's not truly private." "We know where you are. We know where you've been. We can more or less know what you're thinking about." -DuckDuckGo Founder Gabriel Weinberg -Google Chairman Eric Schmidt NAME Google DuckDuckGo WORDS TO LIVE BY "A search engine that doesn't track you." "The need for information crosses all borders." "the 8th paragraph of G's Philosophy List TIMELINE OF EVENTS Google bought the PageRank Patent from Stanford University and gave them 1.8 million company shares About 91% of Google's $55.5 billion in revenue came from advertising alone 2,095,100,000,000 The number of Google's monthly unique visitors surpassed one billion for the first time 2,161,530,000,000 Google announced IPO of 19,605,052 with 1,200,000,000,000 opening price of $85 per share 800,000,000,000 Google 400,000,000,000 a $25 million round of funding was announced 8,000,000 Billboard ad in San Francisco: NSA's digital surveillance 7,000,000 "Google tracks you. We don't." program revealed** Featured in 6,000,000 TIME's Top 50 Websites 5,000,000 Unionsquare Venture invest ment of $3M 4,000,000 Google changes their privacy policy 3,000,000 2,000,000 1,000,000 Jan '99 Jan '11 Jan '12 Jan '13 Jan '14 Jan 15 Search Engine traffic increase from January 1999 until January 2015 O Duckduckgo *G integrates their users' information across Gmail, YouTube, search and 57 other Google service Google **Under the PRISM program the NSA has access to Google user accounts (audio, video, photographs, e-mails, documents and connection logs that enable analysts to track a person's movements and contacts over time SEARCH RESOURCES • Uses APIS of other SEs like Yahoo!, Yandex, WolframAlpha, Yelp, and Bing • Uses its own bot to crawl the web and index pages • Uses its own bot: DuckDuckGoBot • Uses crowd-sourced sites like Wikipedia and Freebase for Knowledge Panels • Uses crowd-sourced sites like Wikipedia for Instant Answers PRIVACY Thanks to the results of the 2014 SurveyMonkey's Privacy Data Survey, we are able to share with you what is the typical online user's attitude towards modern search engine privacy and advertising policies. Neither concerned Somewhat Neither concerned Very Concerned Somewhat Concerned nor unconcerned Concerned nor unconcerned How concerned are you about the privacy of your search engine search keyword history? How concerned are you about advertising networks having access to your search history? 5.6% 8.83% 20.92% 8.83% 11.17% 33.78% 13.63% 19.19% 39.35% 38.20% How concerned are you about search engine ads that are target- ed to your past search keywords? 7.1% 9.98% 30.52% 17.08% 35.32% O I wouldn't pay Up to $5 $5.01 to $10 O $10.01 to $20 $20.01 to $30 O other How much would you pay each month for a search engine that does not track you? How much would you pay each month for an ad free search engine? 2.11%- 3.84% - 0.77% - 1.15%- 0.38% - 0.38%- 1.15% 1 12.09% 16.70% 1.92% - 83.49% 76.01% Google Tracks IP addresses Doesn't collect or share personal information (no IP and search history tracking) Creates filter bubble for its users even when logged out Has a "No Bubble You" policy Profiles its users and renders info to advertisers Automatically changes links from a number of major web sites to point to the encrypted versions of those sites https:// Records search history WHAT KIND OF DATA DOES GOOGLE COLLECT ON ITS USERS? Google Personal info: name, email address, telephone number, photo, everything shared on your G+ profile; Google synchronizes your info and contacts from all G products into a single profile Financial info: Credit cards Activity-related info: usage data, preferences, Gmail messages, photos, videos, browsing history, map searches, docs and other files hosted and interactions with ads; log info; search queries; the date and time of your request and referral URL GMail Google; views Device info device type and unique device identifier; phone number; calling party number, forwarding numbers, time and date of calls, duration of calls, SMS routing information and types of calls Location info GPS signals, location; sensor data from the device used that provides info on nearby Wi-Fi access points and cell towers O) Interaction keeps a record of all communications with you AS A RESULT YOU GET: • Targeted ads that follow you everywhere online • The US government can obtain all the info stored on you from G Google on sharing personal data: "We provide personal information to our affiliates or other trusted businesses or persons to process it for us." "We will share personal information with companies, organizations or individuals outside of Google if we have a good-faith belief." "We may share aggregated, non-personally identifiable information publicly and with our partners - like publishers, advertisers or connected sites." Online privacy is a sensitive topic. On 13 May 2014, the European Union imposed The Right to Be Forgotten rule on Google. Under this rule a person can request certain search results in Google which incriminate him/her or prove to be "inadequate, irrelevant or no longer relevant" to be deleted. delete TRANSPARENCY Google +YOU TOP SECRET DuckDuckHack platform - innovation and development ideas are suggested and employed by DDG users (Us+You=WE) • Google's secret algorithms - updates are released without public announcement, often resulting in penalizing and deindexing sites from G SERPS (US vs. YOU) • DDG's staff is easily reachable in DDG's Guidance offered by G - among the major sources are Google forums, Google Web- masters Hangouts, Mat Cutt's videos on YouTube and John Mueller hangouts on G+ forum and social networks ADS AND MONETIZING • 2 ads on top of the search results • AdWords: > Sponsored links above SERPS - up to 3 ads > Sponsored links on the right-hand side of the SERPS - up to 8 ads • An affiliate program with Amazon and eBay > Sponsored links below SERPS • Ads on Google Maps • Google Instant Ads • Local listing ads in SERPS (testing phase) ADS TARGETING 8+ You Tube GMail Goo DuckDuckGo • Based on location, IP address, previously searched products/services, personal profile gathered from all the Google products you • Based on the key phrase used in the search query use *G limits remarketing (targeting ads to users who have previously visited a given website) based on health info and religious beliefs LOCALIZED RESULTS DuckDuckGo plumbers San Diego a • Serves some localized instant answers like • All search results are localized by default weather via GEO::IP look-up • Complex local result indexing in the SERPS: a 1,3,5,7 pack of local business listings • Localized results are possible if you assign a location in settings or in the search query IP addresses are not stored and therefore not exposed to third parties through this method OTHER DIFFERENCES Google GET INVOLVED !bangs - a shortcut to inner sitesearch • Sitelinks search box in SERPS • Content mills like eHow are banned from • Ever-evolving algorithms to deindex spammy sites • Integration with other G products - Gmail, G+ profile, Calendar, etc. SERPS • Open-source: everyone can contribute • Keyboard shortcuts for easier navigation in SERPS • Customizable look • Translation of results • Google Analytics and Webmaster Tools • Site search for multiple domains like site: washingtonpost.com.wsj.com SERPS COMPARISON The most obvious differences include .. Google Up to 2 sponsored links at the top of SERPS A number of ads on the SERP page Quick Answers and Instant Answers Knowledge Graph A set number of results (10 by default) per page Search results are loaded via infinite scroll An interactive map shows in the SERPS when searching for a local business A clickable map screen- shot shows on the right-hand side of the SERPS when searching for a local business Usually the first result in SERPS is the official site Rich content inside for the given query (when applicable) followed by a relevant crowd-sourced website like Wikipedia, etc. SERPS (videos, images) Favicons accompany each result in SERPS Local listings Category Pages - alpha- Business reviews and betized instant answers ratings displayed in SERPS within a particular category that are automatically generated CONCERNS • Filter bubble • Results are not localized unless location is actually indicated in the query or SE settings • Data leak and tracking • No personalized results • Government has access to your personal info • No conversational search option due to the lack of search history • Advertisers take advantage of the data collected for your personal Google account Manual and algorithmic penalties Street View Privacy Issue - G is viewing too far into people's private lives • Exercises a monopoly on online searches DID YOU KNOW In May 2012 DDG's Zero-Click Info was offered as a Google Chrome extension to enrich original Google SERPS. This type of instant answers listed above Google SERPS were considered useful for a number of searches, unlike Google's Knowledge Graph, which was pretty simplistic at that time." G built a really good facial-recog- Initially the core concept of DDG was not to be the private search engine alternative of Google but to avoid "SEO spam within the results" and to use collaborative resources like Wikipedia nition tool to use in its SERPS but discontinued the project due to privacy concerns SPAM FREE DEFINITIONS/LEGEND SERPS Search Engine Result Pages SE Search Engine UX User Experience G Google DDG DuckDuckGo Sources: CREATED BY https://duck.co/help/ - DuckDuckGo Help Library https://duck.co/help/company/advertising-and-affiliates - Advertising and Affiliates https://duckduckgo.com/privacy - Privacy Policy https://www.google.com/about/company/philosophy/ - Google's Philosophy https://support.google.com/adwords/answer/1722122?hl=en&ref_topic=3121771 - Understand- ing Ad Position and Ad Rank http://www.theguardian.com/technology/2013/apr/20/eric-schmidt-google-alan-rusbridger - The Future According to Mr Google by Alan Rusbridger Optiocal y @optilocal http iel-Wauardian.com/technology/2014/ape/04/duckduck- -secure-searches - DuckDuckGo: The Plucky Upstart Taking on Google with Secure Searches by Alex Hern http://www.theguardian.com/technology/2014/- may/13/right-to-be-forgotten-eu-court-google-search-results - EU Court Backs 'Right to Be Forgoerchengineland.com/duck-duck-go-prism-private-s O www.optilocal.org Must Amend Results on Request Dy narch-164333 - Duck Duck Go's Post-PRISM Growth Actually Proves No One Cares About "Private" Search by Danny Sullivan http://searchengineland.com/duckduckgo-overtake-bing-202471 - Could DuckDuckGo Overtake Bing? by Eli Schwartz http://www.slideshare.net/Badams/sa-scon2013-barryadamspersonalisedsearch - The Dangers of Personalised Search by Barry Adams Disclaimer: The DDG - G comparison has been drafted in the beginning of 2015. Please, note that given the ever-evolving nature of the Search Engine industry certain modifications of the data described above can be introduced in the near future either by DDG or G.

Google vs DuckDuckGo - Private vs Personalized Search

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Private vs Personalized Search is a serious debate that is yet to be resolved. This infographic draws a comparison between the giant search engine that focuses on Personalized Search, Google, and the ...

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