ziv dascalu aggressive black hat seo - smx israel 2012

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Aggressive Black Hat SEO Ziv Dascalu Wise Impact SMX Israel 2012

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Page 1: Ziv dascalu   aggressive black hat seo - smx israel 2012

Aggressive Black Hat SEO

Ziv DascaluWise Impact

SMX Israel 2012

Page 2: Ziv dascalu   aggressive black hat seo - smx israel 2012

IntroductionWiseImpact – Consulting when SHIT

happens …

… Some background

Page 3: Ziv dascalu   aggressive black hat seo - smx israel 2012

Competitive Industries• Different type of animal• Competition landscape changed

over the years• Highly concentrated and

aggressive• It’s a war out there

Page 4: Ziv dascalu   aggressive black hat seo - smx israel 2012

Playing the bad guy• Sometime the best method to

move forward is to “eliminate” the sites above you

• When things go wrong – knowing what to check is crucial

• Exposures awareness helps solve problems faster

Page 5: Ziv dascalu   aggressive black hat seo - smx israel 2012

Disclaimer

Disclaimer• Get out NOW if you do not agree !

Page 6: Ziv dascalu   aggressive black hat seo - smx israel 2012

Blue ball?

Who’s GOT the

Blue ball ?

Page 7: Ziv dascalu   aggressive black hat seo - smx israel 2012

Links -> Incoming -> Old• Link target change requests• Complaints on linking

accountability• TM threats• Fake notices from Google

Page 8: Ziv dascalu   aggressive black hat seo - smx israel 2012

Links -> Incoming -> New Ones

• Link networks above the fold & farms• Banned / Hacked sites• Fake profiles with spam words• Blog / guestbook / chat / twitter spam• Link buy requests to M /Y/G employees• Push huge amount from same site +

sub domains on same IP

Page 9: Ziv dascalu   aggressive black hat seo - smx israel 2012

Links -> Outgoing -> Methods

• XSS• Hacks• Widgets and code injection• Links in posts, comments,

testimonials and other UGC

Page 10: Ziv dascalu   aggressive black hat seo - smx israel 2012

Links -> Outgoing -> Destinations

• Banned sites• Big banned link buyers• Malicious sites• Bad neighborhoods

Page 11: Ziv dascalu   aggressive black hat seo - smx israel 2012

On Page• Parameters spam for duplicate content• UGC sub domains• Un moderated forums spam on the target

domain• posts, comments, testimonials and UGC• Hacks and injecting Hidden spam content

(1 pixel fonts, DHTML tricks, cloaking)

Page 12: Ziv dascalu   aggressive black hat seo - smx israel 2012

Site Wide - Internal• Cloaking & .htaccess• Robots.txt• Hidden Noindex, nofollow• XSS for content• XSS for links injection• Many new domains with spam content

and same contact info linked to target

Page 13: Ziv dascalu   aggressive black hat seo - smx israel 2012

The 3 …

Page 14: Ziv dascalu   aggressive black hat seo - smx israel 2012

Sounds Familiar? …..

Page 15: Ziv dascalu   aggressive black hat seo - smx israel 2012

Web Master Tools• Get Access through social hacking• Location change• Geo targeting• Ignore pages• Address relocation• Stupid reconsideration requests

Page 16: Ziv dascalu   aggressive black hat seo - smx israel 2012

External• DMCA & TM wars: owner, hosting, DNS

providers, registrar, search engine• Take untaken brand TLDs• Change IP geo targeting requests• Influence search engines suggestions• Multiple proxy site duplication• Mobile / Email / Skype / IM spam• Abuse freshness to position push results

Page 17: Ziv dascalu   aggressive black hat seo - smx israel 2012

Presentation related• Video, Images (, Maps ?)• News & PR• Social, post bad titles on UGC forums,

blogs etc.• Mechanical Turk like and click bots hired

User feedback (remove from results, in and immediately out and such)

Page 18: Ziv dascalu   aggressive black hat seo - smx israel 2012

PPC• Click bots on other sites and on the

target site• Post public freelance project requests

for click fraud• Use PPC advertiser ID on abused sites• Abuse adsense account score using PPV• Use 3rd party remarketing tricks for

scaring potential clients away

Page 19: Ziv dascalu   aggressive black hat seo - smx israel 2012

Critics (G,Y,M….)• Hire people to tell on link buying that the

target site did (or was done for…)• Post in forum how the target site tricked

the SE and got away with it• Report click fraud done from target site• Report spyware injection from target site• Annoy SE stuff with spam from target site

Page 20: Ziv dascalu   aggressive black hat seo - smx israel 2012

Analytics• Change user behavior information

by using paid surfing services• Cloaked and fake queries and

search terms traffic• Buy botnet fake traffic trends

Page 21: Ziv dascalu   aggressive black hat seo - smx israel 2012

Hack• 302 hijack• Cross domain canonization • Cloaked 301 redirection• Cloaked java script redirection and

telling on it• Geo targeted DNS poisoning• Fake CC sales

Page 22: Ziv dascalu   aggressive black hat seo - smx israel 2012

Human Resources• Eliminate SEO stuff by hiring• Distribute SEO team members

resume online as job seekers• Trash SEO team results in

management eyes• Get your own person inside

Page 23: Ziv dascalu   aggressive black hat seo - smx israel 2012

Social Media• Trash reputation on all social media

sites and push with links• Follow all brand conversations and

engage to give bad feedback

Page 24: Ziv dascalu   aggressive black hat seo - smx israel 2012

Affiliates network• Position an affiliate link instead of

homepage• Trash affiliate program in UGC• Contact all affiliates as a fellow

affiliate and tell them about a bad experience you had with the affiliate program

Page 25: Ziv dascalu   aggressive black hat seo - smx israel 2012

Denial Of Service (DDOS)• Target site• Same IP site• Resources yank

Page 26: Ziv dascalu   aggressive black hat seo - smx israel 2012

Contact for any assistance ….

Ziv [email protected]

http://www.WiseImpact.com

Page 27: Ziv dascalu   aggressive black hat seo - smx israel 2012

Thank You!

Ziv [email protected]

http://www.WiseImpact.com