SEO Security Audits - SMX London

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  • 1. @irishwonder SMX London 2013Don’t Let Your Hard Work Go Down the Drain
  • 2. @irishwonder SMX London 2013@irishwonder
  • 3. @irishwonder SMX London 2013@irishwonder  Other people’s malicious activities can getyour site in trouble
May 2012, http://support.google.com/webmasters/bin/answer.py?hl=en&answer=34449  But so can your own actions (or lack ofaction)!
“Theres almost nothing acompetitor can do to harmyour ranking““Google works hard to preventother webmasters from being ableto harm your ranking”
  • 4. @irishwonder SMX London 2013@irishwonder  SEO security audits cover a wider spectrum ofissues than just links  Some sites’ problems have little to nothing todo with links and can be caused by onsiteissues  Site architecture causing problems is oftenoverlooked  But link audits are an integral part of SEOsecurity audits
  • 5. @irishwonder SMX London 2013@irishwonder
  • 6. @irishwonder SMX London 2013@irishwonder  Indexable (empty) search results  Use of insecure plugins  Site structure causing duplicate onsitecontent  Bad redirects  Incorrect or absent robots.txt  Etc.
  • 7. @irishwonder SMX London 2013@irishwonder  Bingo – your site is now about Viagra!(Example typical for Wordpress but many other platforms have similar issues)
  • 8. @irishwonder SMX London 2013@irishwonderAnd it will get indexed……because…
  • 9. @irishwonder SMX London 2013@irishwonderIndexable search results  http://www.domain.com/search/buy+viagra  http://www.domain.com/?s=buy+viagra◦  Result: duplicate content + site can be indexed forany sketchy stuff
  • 10. @irishwonder SMX London 2013@irishwonder  Add this to your Wordpress site’s robots.txt:◦  Disallow: /search/◦  Disallow: /*?s=
  • 11. @irishwonder SMX London 2013@irishwonder
  • 12. @irishwonder SMX London 2013@irishwonder
  • 13. @irishwonder SMX London 2013@irishwonder  Sites get hacked  According to Stop Badware, the three mostcommon types of badware affecting sites are:◦  Malicious scripts◦  .htaccess redirects◦  Hidden iframes
  • 14. @irishwonder SMX London 2013@irishwonder
  • 15. @irishwonder SMX London 2013@irishwonderMy post on how to get rid of malware on a site: http://www.irishwonder.com/blog/2012/07/20/site-infected-by-malware-heres-what-you-should-do/
  • 16. @irishwonder SMX London 2013@irishwonder
  • 17. @irishwonder SMX London 2013@irishwonder  Warning in Google Webmaster Tools  However, this does not always mean incorrectrobots.txt
  • 18. @irishwonder SMX London 2013@irishwonder
  • 19. @irishwonder SMX London 2013@irishwonderTest here:
  • 20. @irishwonder SMX London 2013@irishwonder  Who are your neighbours?
  • 21. @irishwonder SMX London 2013@irishwonder  BEFORE you get any emails from Google!
  • 22. @irishwonder SMX London 2013@irishwonder  A weak link profile makes negative SEOagainst a site much easier  Are you sticking to one type of links?  How consistent is your link building?
  • 23. @irishwonder SMX London 2013@irishwondervs
  • 24. @irishwonder SMX London 2013@irishwonder
  • 25. @irishwonder SMX London 2013@irishwonder  How obvious are they?
  • 26. @irishwonder SMX London 2013@irishwonder  Do they look like an artificial, plannedlinkbuilding effort?
  • 27. @irishwonder SMX London 2013@irishwonder
  • 28. @irishwonder SMX London 2013@irishwonder  Do your links suddenly disappear?  Do you get more links all of sudden?  Do you get spammier links than usual?  Do you get unusual anchor texts?  (Faster: do you get traffic for unusualkeywords?)
  • 29. @irishwonder SMX London 2013@irishwonder
  • 30. @irishwonder SMX London 2013@irishwonder  No  But you can close all the easily exploitableholes  And then a negative SEO campaign becomesmore difficult than they are willing to spendthe effort on
  • 31. @irishwonder SMX London 2013@irishwonder  Onsite checks:◦  Duplicate content◦  Indexable search results◦  Incorrect or absent robots.txt◦  Insecure plugins◦  Already existing malware  Offsite checks:◦  Bad neighbourhood on the server◦  Weak link profile◦  Obvious paid links◦  Overuse of anchor texts◦  Obvious network setup
  • 32. @irishwonder SMX London 2013@irishwonder•  info@irishwonder.com•  Twitter: @irishwonder•  Facebook: 
http://www.facebook.com/irishwonder•  LinkedIn: linkedin.com/in/irishwonderWho am I:•  Independent SEO consultant atirishwonder.com•  CMO of ContentMango.com•  Chief SEO Scientist at SearchWorks.eu