 Did you know that Google spiders your search ads' landing pages to look for links to a Privacy Policy and a Contact Us page? Google also spiders all linked-to Web pages from the landing page looking for privacy policy links on those pages. Furthermore, Google wants to see links in your privacy policy to the privacy policies of all the third-party sites you may have embedded in your Web site. So, to ensure optimal ad placement, you will want to have your privacy policy in place.
But then again having a discoverable privacy policy is just plain good form for your Web site visitors and email subscribers. A clear and easily discoverable privacy policy will help to ensure your Web site visitors can trust you enough to opt-in and become your customers.
But, what should be in a privacy policy? Before I answer this, know that the Federal Trade Commission (FTC) is investigating the possibility of creating a U.S. privacy framework to give more power to consumers. This framework would regulate the collection of data by a business with regard to how the data is protected, processed and transferred. According to Dennis Dayman in his Deliverability.com article, What marketers might expect in 2010:
"This could result in a process that would require marketers to become hyper-transparent. In this case, as the amount of data the consumer provides increases, so does the number of choices the marketer must allow for the said consumer. The consumer would be provided with more information about what will be done with the personal details they are disclosing as the sensitivity of the information rises. This means the more data that you need to [collect to market to your contacts], the more you will have to tell them about how you are going to safeguard and effectively use their information.
"In addition, if an FTC Privacy process were to be instituted, marketers would have to be increasingly diligent in protecting their consumers’ information because these consumers’ should be much more aware of how their information should be used. The consumers’ expectations would be more prevalent in deciding who was wronged if a negative event, such as a theft, occurred.
"The FTC has said that the current forms and processes have been helpful in giving customers knowledge about what will happen to their data if given, but…it has also resulted in privacy policies that only a lawyer may understand. In many cases, the knowledge provided was lost on the average consumer because of its overwhelming scope and language. Given that, you need to be sure that your company’s privacy policy is well-written and geared towards consumers. This policy stands to be a strong marketing opportunity, provided it is treated as such."
Until the FTC implements its regulations, here are ten tips to help you write a good privacy policy:
1. Be transparent by writing your privacy policy for consumers, not lawyers, stating clearly what you will do with their information.
2. Keep It Short & Simple.
3. Optimize the content on your privacy policy page with relevant keywords so that it is search engine friendly and discoverable.
4. Add a contact us link in relevant sections of your privacy policy to provide fast and easy delivery of answers to any consumer questions.
5. If you have banner ads from Google on your Web site, affiliate products from programs like Commission Junction, embedded objects like YouTube videos, RSS feeds, etc. link to their privacy policies from your privacy policy page.
6. Add a noticeable, highlighted link to your privacy policy on every page on your Web site.
7. Make sure your privacy policy is listed on your site map and searchable via your Web site’s internal search engine.
8. Review and amend your privacy policy at least once a year, and have non-lawyers read it for clarity.
9. Inform email subscribers and customers about policy changes before the changes take effect so that they have time to change their preferences prior to implementation.
10. Never share your email subscribers' and customers' information with third parties unless they have expressed affirmative consent to do so.
Remember, you want your visitors to trust you enough to opt-in to receiving communications from you. By clearly explaining what you will do with their information and allowing them some control over what info they provide, their trust and loyalty in you will grow.
For further reference, here's a sampling of the numerous online programs available to help you generate your privacy policy simply by filling out a questionnaire:
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About the Author
Chris Benkert is a training manager at Lyris. He is responsible for creating and delivering training and collateral for Lyris HQ search marketing, Web analytics, and Lyris HQ Agency Edition classes.
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