@irishwonder Amsterdam Affiliate Conference, 2013Is Your Site at Risk?
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Everybody can run an online business  It only takes a few...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Popular CMS’s are not perfect  Not every site owner is te...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  SEO security audits cover a wider spectrum ofissues than j...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Indexable (empty) search results  Use of insecure plugins...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Bingo – your site is now about Viagra!(Example typical for...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonderAnd it will get indexed……because…
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonderIndexable search results  http://www.domain.com/search/buy+v...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Add this to your Wordpress site’s robots.txt:◦  Disallow: ...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  …to some extent… if you know what to plug and how to do it
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  They all have security issues!
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonderSource: http://www.cvedetails.com
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Sites get hacked  According to Stop Badware, the three mo...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonderMy post on how to get rid of malware on a site: http://www.ir...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Look for something that should not be there
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Warning in Google Webmaster Tools  However, this does not...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonderTest here:
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Historically: issue with content attribution(e.g. scrapers...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  DaviDavid Naylor’s original post ranking below sites that ...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  High profile example: in April 2012 SEERInteractive got de...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Tool: ScreamingFrog
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Who are your neighbours?
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  BEFORE you get any emails from Google!
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  A few words about Negative SEO
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Other people’s malicious activities can getyour site in tr...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Negative SEO is real  But so is people’s stupidity and la...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonderBonus: How to spot a possible negative SEO campaign using Maj...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  A niche-specific criterionSpammy links not stopping sites ...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonderAgain, this is a niche specific criterionResult? Penalty due ...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Example: BrightonSEO website
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  A spike of interest in link removal caused byPenguin
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Ever got one of these?
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonderDo you see an opportunity for negative SEO here?
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  A weak link profile makes negative SEOagainst a site much ...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  How obvious are they?
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Do they look like an artificial, plannedlinkbuilding effort?
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonderWhat’s spammier?vs
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonderWhat’s spammier?vsA comment spammer in local SERPs Interflora
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Do your links suddenly disappear?  Do you get more links ...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Google Suggest
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  You cannot make your site 100% secure  If it’s not econom...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Example: BBC.co.ukHow do you hijack this link profile?
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Onsite checks:◦  Duplicate content◦  Indexable search resu...
@irishwonder Amsterdam Affiliate Conference, 2013@irishwonder•  info@irishwonder.com•  Twitter: @irishwonder•  Facebook: 
...
Upcoming SlideShare
Loading in...5
×

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

5,257

Published on

Amsterdam Affiliate Conference presentation

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,257
On Slideshare
0
From Embeds
0
Number of Embeds
22
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

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

  1. 1. @irishwonder Amsterdam Affiliate Conference, 2013Is Your Site at Risk?
  2. 2. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  3. 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. 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. 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. 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. 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. 8. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderAnd it will get indexed……because…
  9. 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. 10. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Add this to your Wordpress site’s robots.txt:◦  Disallow: /search/◦  Disallow: /*?s=
  11. 11. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  12. 12. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  13. 13. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  …to some extent… if you know what to plug and how to do it
  14. 14. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  They all have security issues!
  15. 15. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  16. 16. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  17. 17. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  18. 18. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderSource: http://www.cvedetails.com
  19. 19. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  20. 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. 21. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  22. 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. 23. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  24. 24. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  25. 25. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Look for something that should not be there
  26. 26. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  27. 27. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Warning in Google Webmaster Tools  However, this does not always mean incorrectrobots.txt
  28. 28. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  29. 29. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderTest here:
  30. 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. 31. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  DaviDavid Naylor’s original post ranking below sites that scraped/aggregated it
  32. 32. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  33. 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. 34. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Tool: ScreamingFrog
  35. 35. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  36. 36. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  37. 37. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  38. 38. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  39. 39. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Who are your neighbours?
  40. 40. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  BEFORE you get any emails from Google!
  41. 41. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  A few words about Negative SEO
  42. 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. 43. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  44. 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. 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. 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. 47. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderAgain, this is a niche specific criterionResult? Penalty due to a negative SEO campaign
  48. 48. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Example: BrightonSEO website
  49. 49. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  A spike of interest in link removal caused byPenguin
  50. 50. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Ever got one of these?
  51. 51. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderDo you see an opportunity for negative SEO here?
  52. 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. 53. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  How obvious are they?
  54. 54. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Do they look like an artificial, plannedlinkbuilding effort?
  55. 55. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderWhat’s spammier?vs
  56. 56. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonderWhat’s spammier?vsA comment spammer in local SERPs Interflora
  57. 57. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  58. 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. 59. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  60. 60. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Google Suggest
  61. 61. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder
  62. 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. 63. @irishwonder Amsterdam Affiliate Conference, 2013@irishwonder  Example: BBC.co.ukHow do you hijack this link profile?
  64. 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. 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

×