SEO Security Audits - Is Your Site at Risk? - Amsterdam Affiliate Conference

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Amsterdam Affiliate Conference presentation

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  • 1. @irishwonder Amsterdam Affiliate Conference, 2013Is Your Site at Risk?
  • 2. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 3. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Everybody can run an online business  It only takes a few minutes to create a site  Low costs: domain + hosting  Easy to monetise
  • 4. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Popular CMS’s are not perfect  Not every site owner is technically advanced  Other people tampering with your site can getit in trouble  You can unknowingly help them  You can get yourself in trouble
  • 5. @irishwonder Amsterdam Affiliate Conference, 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
  • 6. @irishwonder Amsterdam Affiliate Conference, 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 Amsterdam Affiliate Conference, 2013@irishwonder  Bingo – your site is now about Viagra!(Example typical for Wordpress but many other platforms have similar issues)
  • 8. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderAnd it will get indexed……because…
  • 9. @irishwonder Amsterdam Affiliate Conference, 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 Amsterdam Affiliate Conference, 2013@irishwonder  Add this to your Wordpress site’s robots.txt:◦  Disallow: /search/◦  Disallow: /*?s=
  • 11. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 12. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 13. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  …to some extent… if you know what to plug and how to do it
  • 14. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  They all have security issues!
  • 15. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 16. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 17. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 18. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderSource: http://www.cvedetails.com
  • 19. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 20. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Sites get hacked  According to Stop Badware, the three mostcommon types of badware affecting sites are:◦  Malicious scripts◦  .htaccess redirects◦  Hidden iframes
  • 21. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 22. @irishwonder Amsterdam Affiliate Conference, 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/
  • 23. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 24. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 25. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Look for something that should not be there
  • 26. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 27. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Warning in Google Webmaster Tools  However, this does not always mean incorrectrobots.txt
  • 28. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 29. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderTest here:
  • 30. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Historically: issue with content attribution(e.g. scrapers outranking scraped sites)  Panda’s promise: fix the issue  Reality: Google is no better with the duplicatecontent attribution today than it used to beages ago
  • 31. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  DaviDavid Naylor’s original post ranking below sites that scraped/aggregated it
  • 32. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 33. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  High profile example: in April 2012 SEERInteractive got deindexed for 12 hoursbecause, in Wil Reynolds’ words:
We relaunched our site and spiked our 404′s but since we wereranking for our brand and a lot of our blog posts, I said whocares, but as my friends dug through my site they found a LOTof architectural issues, lazy crap I never thought would impactus (and still don’t) but it is sloppy.”“http://www.seerinteractive.com/blog/7-lessons-i-learned-while-being-banned-in-google-for-12-hours
  • 34. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Tool: ScreamingFrog
  • 35. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 36. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 37. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 38. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 39. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Who are your neighbours?
  • 40. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  BEFORE you get any emails from Google!
  • 41. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  A few words about Negative SEO
  • 42. @irishwonder Amsterdam Affiliate Conference, 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”
  • 43. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 44. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Negative SEO is real  But so is people’s stupidity and laziness  With that in mind, let’s look at the links  (Although negative SEO is not always aboutlinks – hence everything we looked at above)
  • 45. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderBonus: How to spot a possible negative SEO campaign using MajesticSEO:http://www.searchenginejournal.com/how-to-use-majesticseo-to-identify-a-possible-negative-seo-campaign-by-irish-wonder/56921/
  • 46. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  A niche-specific criterionSpammy links not stopping sites from ranking – multiple cases(Complete case study: http://www.irishwonder.syndk8.co.uk/2013/02/27/how-does-the-casino-bonus-spam-work/
  • 47. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderAgain, this is a niche specific criterionResult? Penalty due to a negative SEO campaign
  • 48. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Example: BrightonSEO website
  • 49. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  A spike of interest in link removal caused byPenguin
  • 50. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Ever got one of these?
  • 51. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderDo you see an opportunity for negative SEO here?
  • 52. @irishwonder Amsterdam Affiliate Conference, 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?  What else are you doing to hurt yourself?
  • 53. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  How obvious are they?
  • 54. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Do they look like an artificial, plannedlinkbuilding effort?
  • 55. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderWhat’s spammier?vs
  • 56. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderWhat’s spammier?vsA comment spammer in local SERPs Interflora
  • 57. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 58. @irishwonder Amsterdam Affiliate Conference, 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 method: do you get traffic for unusualkeywords?)
  • 59. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 60. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Google Suggest
  • 61. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  • 62. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  You cannot make your site 100% secure  If it’s not economically viable to run anegative campaign against a site, it will likelynot happen
  • 63. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Example: BBC.co.ukHow do you hijack this link profile?
  • 64. @irishwonder Amsterdam Affiliate Conference, 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
  • 65. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder•  info@irishwonder.com•  Twitter: @irishwonder•  Facebook: 
http://www.facebook.com/irishwonder•  LinkedIn: linkedin.com/in/irishwonderWho is this IrishWonder:•  Independent SEO consultant atirishwonder.com•  CMO of ContentMango.com•  Chief SEO Scientist at SearchWorks.eu