Ziv dascalu aggressive black hat seo - smx israel 2012

Aggressive Black Hat SEO

Ziv DascaluWise Impact

SMX Israel 2012

IntroductionWiseImpact – Consulting when SHIT

happens …

… Some background

Competitive Industries• Different type of animal• Competition landscape changed

over the years• Highly concentrated and

aggressive• It’s a war out there

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

Disclaimer

Disclaimer• Get out NOW if you do not agree !

Blue ball?

Who’s GOT the

Blue ball ?

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

accountability• TM threats• Fake notices from Google

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

Links -> Outgoing -> Methods

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

testimonials and other UGC

Links -> Outgoing -> Destinations

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

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)

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

The 3 …

Sounds Familiar? …..

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

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

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)

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

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

Analytics• Change user behavior information

by using paid surfing services• Cloaked and fake queries and

search terms traffic• Buy botnet fake traffic trends

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

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

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

Social Media• Trash reputation on all social media

sites and push with links• Follow all brand conversations and

engage to give bad feedback

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

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

Contact for any assistance ….

Ziv DascaluZiv@WiseImpact.com

http://www.WiseImpact.com

Thank You!

Ziv DascaluZiv@WiseImpact.com

http://www.WiseImpact.com