🔍 California's privacy law will expand: What you need to know

Nov 05, 2020

Good morning Search Marketer, ready for another privacy acronym to remember?

Among the various local measurements that passed Tuesday was the California Privacy Rights Act of 2020, otherwise known as CRPA or "CCPA 2.0." It's meant to expand on CCPA, the state's privacy regulation that went into effect this year.

CPRA is not slated to go into effect until 2023, but businesses should start paying attention now to what's set to change and who it will affect. For one, CRPA will give consumers the right to "opt-out of the sale and sharing of their personal information." Sharing is the key addition there that closes a loophole in CCPA. Greg Sterling dives into what will change and what CRPA could mean for marketers.

We'll dive deeper into this at SMX, which is going virtual on December 8-9. It will be particularly special to me as it is my last SMX before I step down. I'm thrilled to chat with the inspiring Areej AbuAli to kick things off on day one. We then have full slates of SEO and PPC sessions over the two days. Check out the full SMX agenda here. I hope you'll join us!

And before I go, there has been some confusion about a thing called "DeepRank," with a report that it's a new algorithm that Google is launching. In fact, DeepRank is already live. It was Google's internal code name for BERT, which is now used on nearly every search query.

Ginny Marvin,
Editor-In-Chief

Social Short

Snapchat adds option to show follower counts

Snapchat users with public profiles will have the option to show their follower counts, Tubefilter first reported. "We've listened to feedback from our creator community and many of them expressed interest in having the option to show that their community on Snapchat is growing," a Snapchat spokesperson told Tubefilter.

Why we care. Follower counts are more than just a vanity metric when it comes to influencer marketing. They can help indicate how big a creator's footprint is on a platform to brands looking for creator partners. Snapchat also debuted creator profiles this fall for users with "an engaged following," a tier lower than verified Snap Stars, that offer reach and engagement analytics and other features that can help facilitate brand and creator partnerships on the platform.

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Search Shorts

Duplication, dupe detection, duplicate content.

SEO tools. It seems like most SEOs do not spend all that much on paid SEO tools and also do not use many. This was a Twitter poll from Aleyda Solis with a nice number of responses.

Google on dupe detection. Gary Illyes from Google spent a nice amount of time discussing how Google handles dupe detection and then picking a canonical URL in the latest Search Off the Record podcast. I summed it up over here if you do not want to listen.

Duplicate pages aren't bad. Since we are talking about duplicate pages, just know that duplicate pages aren't bad. John Mueller of Google said on Twitter, "If you duplicate text across pages then that's duplicate text. It doesn't mean the pages are bad, it's just that the text is duplicated, and we'd have to pick one of those pages to show if someone searches for that text."

Search marketing success starts here

Forward-thinking keynotes from Areej AbuAli and Mike King, 45+ tactic-rich SEO and SEM sessions, 1:1 community networking, and more. Book your SMX pass by November 14 for just $199!

See the agenda »

For those running CDPs, the platform is critical for their customer data strategies

Sponsored by Treasure Data

Marketers currently using Customer Data Platforms (CDPs) consider these platforms nearly as valuable as CRMs and DMPs when it comes to wringing value out of their customer data. That's according to a survey of U.S. marketers using CDPs in companies with more than $500M of revenue annually, which was undertaken in July and August by Advertiser Perceptions and sponsored by Treasure Data.

Treasure Data CMO Tom Treanor and Stuart Schneiderman from Advertiser Perceptions shared the survey results in a session at the MarTech conference recently. The results provide very interesting insights into how marketers currently using CDPs view the technology: what they're relying on it for, how it fits into their stacks and what value it provides.

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