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Silence the Stupid
Handling Online Hate Sites With Search-Fu
This presentation references content about
The Holocaust. Some content may be
upsetting.
Ian Lurie
@portentint
Portent, a Clearlink Company
Portent is a digital agency
I started in 1995.
I just sold it.
Nope
Yep
If you don’t agree with my beliefs
regarding hate speech, and some of
my politics, I am about to piss you
off. I do not ap...
But use a spell checker.
You probably need one.
Photo from CNN.com
Seriously. Spell checker.
@portentint
Photo from some idiot
Glenn? Spell. Checker.
@portentint
Photo from FOX News
Things that piss me off
Things that piss me off
Things that piss me off
jewwatch.com
Site Rank(ed) top 3 for Head Term “Jew”
jewwatch.com
200,000+ links
6,000+ unique domains
Big Bully?
Fight dirty
Time to tear out some links!
Step 1: Notify accidental boosters
Use the link
anlaysis tool of
your choice
Find the accidental boosters
Find the accidental
supporters
Find the linking pages
Recruit
others
Recruit help
Give them a script
Watch the links disappear
(Citation removed)
Watch the links disappear
(spam link removed)
Links gone from 100 domains
Step 2: Dismantle site’s link profile
Check JewWatch’s link
profile by IP address.
264 linking domains on 1 IP
address? Not kosher.
Report it
Step 3: Dismantle supporting sites’ link profiles
They link to JewWatch.com. They’re
not going to take their links down.
Take a look at their link
profile. Is it kosher?
Nope. Over 1/2 their
links from one IP
Report it
May work, may not, but it took 15 minutes
Wait a second…
Waitaminute
jewwatch.com Linking site
Report it
Step 4: Boost competitors
Link ‘em
Step 5: Straight up kick their asses
Anyone?
Results?
Jewwatch.com fell to #5
Results?
Since then, they’ve been buried
Results?
All us? Of course not
Results?
But I bet we helped
Results?
We made it easier on the algorithm
Holocaust Deniers
Thousands of sites
Holocaust Deniers
Shared theories and terminology
Site swarming tactics
We can’t get one site ranking for “holocaust”
We can get lots of sites ranking
for specific questions
Step 1: Find the shared
theories and terminology
About the
numbers
Claims &
questions
Scrape Quora
Scrape Quora
Scrape QuoraScrape Quora
Scrape QuoraScrape Quora
“Did the Holocaust happen?”
“Is the Holocaust real?”
“Was the Holocaust real?”
“The 4 million variant”
Step 2: Check volumes
Step 3: Reserve domains
How paranoid are you?
Different registrars
Different IDs
Different hosting providers
Different IPs
I just threw them all up there on
one identity. Maybe I get caught
for setting up a blog network or
something.
If Google b...
istheholocaustreal.com
istheholocaustahoax.com
wastheholocaustreal.com
wastheholocaustahoax.com
Step 4: Build simple sites
Jekyll
Jekyllrb.com
Why Jekyll?
It requires no server-side software
It’s text-based
Short learning curve
Still lets me use templates, etc.
It’...
Home page
Home page
Home page
No time to write yet
No time to write
yet
Ask for a few links
Unintentional
boosters! Yay!
A little basic SEO doesn’t hurt, either
Entity strategy
Speed, etc.
Home page link
might be spammy,
but worth a try.
One 300-900 word article posted every 2
days for 2 weeks
2 weeks after
launch
Denier sites
Result
10 hours’ work
5 deniers pushed down 1 spot in the SERPs
1 denier pushed off page one
After 1 week of no writing
Denier sites
Longer-term Result
10 hours’ work
3 deniers pushed down 1 spot in the SERPs
1 denier pushed off page one
We didn’t get to do all of this
I’m OK with that
What I would do next
Bump up other sites by linking to them
Recruit other writers
Interlink sites
Well, yeah
Other techniques
Negative SEO? Use with caution
Crowdfunded purchase of available,
exact match, head term domains
Social content promotion
PPC
Mistakes
Too much smart-
assery, so no one
would help write
Disorganized recruiting
Hate sites are about SEO and content
We are good at SEO and content
Google can’t handle it
Take this deck. Use it as a
blueprint. Choose one
issue and devote 10-20
hours, total, to it.
Great communications can change the world
Thanks!
Ian Lurie
Tweet @portentint
View and download this deck:
http://slideshare.com/wrttnwrd/
Burying Hate Sites in the SERPs
Burying Hate Sites in the SERPs
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Burying Hate Sites in the SERPs

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Google is tries to handle hate sites, but they can't. Racist, anti-semitic, misogynistic, and other content find their way into the rankings every day. This presentation shows two strategies I've used to push those sites down the rankings.

Veröffentlicht in: Marketing
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Burying Hate Sites in the SERPs

  1. Silence the Stupid Handling Online Hate Sites With Search-Fu
  2. This presentation references content about The Holocaust. Some content may be upsetting.
  3. Ian Lurie @portentint Portent, a Clearlink Company
  4. Portent is a digital agency I started in 1995. I just sold it.
  5. Nope
  6. Yep
  7. If you don’t agree with my beliefs regarding hate speech, and some of my politics, I am about to piss you off. I do not apologize. Send angry tweets to @portentint.
  8. But use a spell checker. You probably need one. Photo from CNN.com
  9. Seriously. Spell checker. @portentint Photo from some idiot
  10. Glenn? Spell. Checker. @portentint Photo from FOX News
  11. Things that piss me off
  12. Things that piss me off
  13. Things that piss me off
  14. jewwatch.com Site Rank(ed) top 3 for Head Term “Jew”
  15. jewwatch.com 200,000+ links 6,000+ unique domains
  16. Big Bully?
  17. Fight dirty
  18. Time to tear out some links!
  19. Step 1: Notify accidental boosters
  20. Use the link anlaysis tool of your choice
  21. Find the accidental boosters
  22. Find the accidental supporters Find the linking pages
  23. Recruit others Recruit help
  24. Give them a script
  25. Watch the links disappear (Citation removed)
  26. Watch the links disappear (spam link removed)
  27. Links gone from 100 domains
  28. Step 2: Dismantle site’s link profile
  29. Check JewWatch’s link profile by IP address.
  30. 264 linking domains on 1 IP address? Not kosher.
  31. Report it
  32. Step 3: Dismantle supporting sites’ link profiles
  33. They link to JewWatch.com. They’re not going to take their links down.
  34. Take a look at their link profile. Is it kosher?
  35. Nope. Over 1/2 their links from one IP
  36. Report it
  37. May work, may not, but it took 15 minutes
  38. Wait a second…
  39. Waitaminute jewwatch.com Linking site
  40. Report it
  41. Step 4: Boost competitors
  42. Link ‘em
  43. Step 5: Straight up kick their asses
  44. Anyone?
  45. Results? Jewwatch.com fell to #5
  46. Results? Since then, they’ve been buried
  47. Results? All us? Of course not
  48. Results? But I bet we helped
  49. Results? We made it easier on the algorithm
  50. Holocaust Deniers Thousands of sites
  51. Holocaust Deniers Shared theories and terminology
  52. Site swarming tactics
  53. We can’t get one site ranking for “holocaust”
  54. We can get lots of sites ranking for specific questions
  55. Step 1: Find the shared theories and terminology
  56. About the numbers
  57. Claims & questions
  58. Scrape Quora
  59. Scrape Quora
  60. Scrape QuoraScrape Quora
  61. Scrape QuoraScrape Quora
  62. “Did the Holocaust happen?” “Is the Holocaust real?” “Was the Holocaust real?” “The 4 million variant”
  63. Step 2: Check volumes
  64. Step 3: Reserve domains
  65. How paranoid are you?
  66. Different registrars
  67. Different IDs
  68. Different hosting providers
  69. Different IPs
  70. I just threw them all up there on one identity. Maybe I get caught for setting up a blog network or something. If Google booted them, imagine the headlines…
  71. istheholocaustreal.com istheholocaustahoax.com wastheholocaustreal.com wastheholocaustahoax.com
  72. Step 4: Build simple sites
  73. Jekyll Jekyllrb.com
  74. Why Jekyll? It requires no server-side software It’s text-based Short learning curve Still lets me use templates, etc. It’s free
  75. Home page
  76. Home page
  77. Home page
  78. No time to write yet
  79. No time to write yet Ask for a few links
  80. Unintentional boosters! Yay!
  81. A little basic SEO doesn’t hurt, either
  82. Entity strategy
  83. Speed, etc.
  84. Home page link might be spammy, but worth a try.
  85. One 300-900 word article posted every 2 days for 2 weeks
  86. 2 weeks after launch
  87. Denier sites
  88. Result 10 hours’ work 5 deniers pushed down 1 spot in the SERPs 1 denier pushed off page one
  89. After 1 week of no writing
  90. Denier sites
  91. Longer-term Result 10 hours’ work 3 deniers pushed down 1 spot in the SERPs 1 denier pushed off page one
  92. We didn’t get to do all of this
  93. I’m OK with that
  94. What I would do next
  95. Bump up other sites by linking to them
  96. Recruit other writers
  97. Interlink sites
  98. Well, yeah
  99. Other techniques
  100. Negative SEO? Use with caution
  101. Crowdfunded purchase of available, exact match, head term domains
  102. Social content promotion
  103. PPC
  104. Mistakes
  105. Too much smart- assery, so no one would help write
  106. Disorganized recruiting
  107. Hate sites are about SEO and content
  108. We are good at SEO and content
  109. Google can’t handle it
  110. Take this deck. Use it as a blueprint. Choose one issue and devote 10-20 hours, total, to it.
  111. Great communications can change the world
  112. Thanks! Ian Lurie Tweet @portentint View and download this deck: http://slideshare.com/wrttnwrd/

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