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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/