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.

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

65. Step 3: Reserve domains

66. How paranoid are you?

67. Different registrars

68. Different IDs

69. Different hosting providers

70. Different IPs

71. 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…

72. istheholocaustreal.com
istheholocaustahoax.com
wastheholocaustreal.com
wastheholocaustahoax.com

73. Step 4: Build simple sites

74. Jekyll
Jekyllrb.com

75. Why Jekyll?
It requires no server-side software
It’s text-based
Short learning curve
Still lets me use templates, etc.
It’s free

76. Home page

77. Home page

78. Home page

79. No time to write yet

80. No time to write
yet
Ask for a few links

81. Unintentional
boosters! Yay!

82. A little basic SEO doesn’t hurt, either

83. Entity strategy

84. Speed, etc.

85. Home page link
might be spammy,
but worth a try.

86. One 300-900 word article posted every 2
days for 2 weeks

87. 2 weeks after
launch

88. Denier sites

89. Result
10 hours’ work
5 deniers pushed down 1 spot in the SERPs
1 denier pushed off page one

90. After 1 week of no writing

91. Denier sites

92. Longer-term Result
10 hours’ work
3 deniers pushed down 1 spot in the SERPs
1 denier pushed off page one

93. We didn’t get to do all of this

95. I’m OK with that

96. What I would do next

97. Bump up other sites by linking to them

98. Recruit other writers

99. Interlink sites

100. Well, yeah

101. Other techniques

102. Negative SEO? Use with caution

103. Crowdfunded purchase of available,
exact match, head term domains

104. Social content promotion

105. PPC

106. Mistakes

107. Too much smart-
assery, so no one
would help write

108. Disorganized recruiting

109. Hate sites are about SEO and content

110. We are good at SEO and content

111. Google can’t handle it

112. Take this deck. Use it as a
blueprint. Choose one
issue and devote 10-20
hours, total, to it.

113. Great communications can change the world

114. Thanks!
Ian Lurie
Tweet @portentint
View and download this deck:
http://slideshare.com/wrttnwrd/