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Web Spam Techniques

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Roberto Suggi Liverani
Roberto Suggi Liverani

This presentation introduces some of the web spam techniques used against search engines. This talk is complimentary to the presentation "Black SEO Exposed". Some real examples are discussed and illustrated, including exploitation of web application vulnerabilities.

Technology
1 of 53
OWASP – Web Spam Techniques Roberto Suggi Liverani Security Consultant Security-Assessment.com 29 April 2008
Who am I? ,[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam - Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam – White Hat and Black Hat SEO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Web Spam Business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam – Aggressive Black Hat SEO ,[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam – The “online pharmacy” industry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam – Affiliate/Associate Programs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam – Affiliate/Associate Programs ,[object Object],[object Object],[object Object],[object Object]
Web Spam – Affiliate/Associate Programs ,[object Object]
Web Spam – Affiliate/Associate Programs ,[object Object],[object Object]
Web Spam – So how does it work? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam – Online Pharmacy Keywords ,[object Object],Keywords Google Yahoo Live Spam Links Buy viagra online 11,200,000 44,600,000 57,400,000 G:4/10 Y:6/10 L:10/10 Cheap viagra 12,100,100 36,700,000 53,100,000 G:7/10 Y:7/10 L:9/10 Buy cialis online 7,810,000 33,400,000 25,000,000 G:8/10 Y:9/10 L:10/10 Buy phentermine online 4,340,000 27,000,000 52,600,000 G:8/10 Y:8/10 L:10/10
Web Spam – Recognising web spam links ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study I ,[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study I ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study I ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PR Google Index Google Links Yahoo Index Yahoo Links Yahoo Link domains Live Index MSN Links Alexa Rank Online Since 5 1590 112 1530 433 19726 7220 1 836238 Aug 2003
Web Spam Techniques – Case Study I ,[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study I ,[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study I ,[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study I ,[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study II ,[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study II ,[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study II ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PR Google Index Google Links Yahoo Index Yahoo Links Yahoo Link domains Live Index MSN Links Alexa Rank Online Since 6 6530 399 8640 25 8123 18900 0 370332 Nov 1996
Web Spam Techniques – Case Study II ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study II ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study II ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study II ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study III ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study III ,[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study III ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PR Google Index Google Links Yahoo Index Yahoo Links Yahoo Link domains Live Index MSN Links Alexa Rank Online Since 6 586000 3660 231887 73748 1010000 476000 0 9102 Jun 2006
Web Spam Techniques – Case Study III ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study III ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study III ,[object Object]
Web Spam Techniques – Case Study III ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study III ,[object Object],[object Object]
Web Spam Techniques – Case Study III ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study III ,[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study IV ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study III ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PR Google Index Google Links Yahoo Index Yahoo Links Yahoo Link domains Live Index MSN Links Alexa Rank Online Since 6 14700 2960 19400 23874 119300 159000 3 165573 Apr 1997
Web Spam Techniques – Case Study IV ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study IV ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study IV ,[object Object],[object Object]
Web Spam Techniques – Case Study IV ,[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Case Study IV ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam – Security Considerations ,[object Object],[object Object],[object Object],[object Object]
Web Spam – Security Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques – Questions? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques - Disclaimer ,[object Object],[object Object],[object Object]
Web Spam Techniques - References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Spam Techniques - References ,[object Object],[object Object],[object Object]

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Web Spam Techniques

  • 1. OWASP – Web Spam Techniques Roberto Suggi Liverani Security Consultant Security-Assessment.com 29 April 2008
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Editor's Notes

  1. Each word in the document will be followed by another with a certain frequency http://en.kerouac3001.com/markov-chains-spam-that-search-engines-like-pt-1-5.htm