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Okay, here we go.
11:17:56 AM Barry Schwartz: Sorry for the delay, Google just announced they let you block sites again http://searchengineland.com/google-brings-back-blocking-sites-in-search-results-67723
11:18:58 AM Barry Schwartz: Danny introduces this panel
Matt Cutts, Software Engineer, Google Inc.
Sasi Parthasarathy, Program Manager, Bing, Microsoft
Rich Skrenta, CEO, Blekko
11:20:14 AM Barry Schwartz: Sasi is going to give us an overview....
11:21:22 AM Barry Schwartz: What is spam? Spam is one page that uses one or more techniques to inflate their results in a search engine and doesn't add value to the user.
11:21:23 AM Brian Ussery: Spam pages use one or more spam techniques to inflate position in SERPs but offer low utility.
11:21:49 AM Brian Ussery: Bing takes algo and manual actions
11:22:02 AM Barry Schwartz: How? Search engines care about two things, content and links... Spammers target those things...
11:22:09 AM Barry Schwartz: There is page level spam and link level spam...
Link level spam
- link farms
- link exchange
11:24:20 AM Barry Schwartz: Hidden content through hidden text on the page and there are also hidden links on the page and can be hacked into your page.
Page level spam includes:
- keyword stuffing
- parked domain
- hidden content
11:24:36 AM Barry Schwartz: He shows examples....
11:25:09 AM Barry Schwartz: He shows Colby Community College's web site... It has tons of hidden links...
11:25:22 AM Brian Ussery: Colby community college site used as example, my guess it it is hacked
11:25:33 AM Brian Ussery: Bing confirms, site hacked
- Machine Generated COntent
content stiched with keywords taken from query logs
no logical meaning trying to read the content
11:26:56 AM Brian Ussery: - Re-direct spam (cloaking)
11:27:46 AM Brian Ussery: -Spam Hijacked sites
11:28:07 AM Brian Ussery: Rutgers mathematics dept used as illustrtion
This site is neutral they sell both viagra and cialias
- target spiky queries that follow popular events
11:29:59 AM Brian Ussery: Scareware tells users computer is infected and asks users to download fake virus software.
11:30:53 AM Barry Schwartz: Paid links: They don't count unrelated links...
11:31:09 AM Barry Schwartz: Reinclusion into Bing: there is a URL, it is very long...
Paid Link and Link Exchange:
- spam oriented link exchange
- all links intended to manipulate search
Bing counts relevant (related) links but not others
11:31:42 AM Barry Schwartz: Sasi is now done...
11:32:19 AM Barry Schwartz: Matt Cutts is up now....
11:32:39 AM Brian Ussery: Spam Examples Matt Cutts
11:32:39 AM Barry Schwartz: He will show spam examples, I'll try to take pics, Brian will add context....
11:33:31 AM Brian Ussery: Matt showing A La Grande Cloche site with large white area below fold. He says this is a dead give away for the spam team...
11:33:33 AM Barry Schwartz: White white
11:34:18 AM Brian Ussery: Cloaking / sneaky redirects - This is when you show different content to users and Google bots. Against guidelines
11:34:21 AM Barry Schwartz: Keyword stuffing... misspellings
11:34:44 AM Barry Schwartz: Auto-generated text, that almost looks like english...
11:34:55 AM Brian Ussery: Hidden Markov models to generate textual content
11:35:14 AM Barry Schwartz: Link exchange requests..
11:35:27 AM Barry Schwartz: Matt gets them and it is like walking up to a cop and asking where can you buy drugs. :)
11:35:41 AM Brian Ussery: LINK EXCHANGE REQUEST :) Matt says he gets them and that is like walking up to a cop and trying to buy illegal drugs.
11:36:29 AM Brian Ussery: Organic links are ok but be cautions when webmasters contact you about exchanging
11:37:04 AM Brian Ussery: Paid Links are often masked as other things in this case "Popular Sites"
11:37:37 AM Barry Schwartz: There are also paid links in the content area of that blog post, not just on the left side...
11:37:42 AM Brian Ussery: When you pay a $1 per post this is about the quality you get. (see photo)
11:38:08 AM Brian Ussery: Short guide to seo, make something great that people will link to.
11:38:34 AM Barry Schwartz: More exmaples of paid links...
11:38:52 AM Barry Schwartz: Hacked sites example...
Buying links can place you in a bad neighborhood. Hacked sites was a massive problem in 2010. Google had major resources. One site had to bring in FBI
A few days delay in patching can cause HUGE headaches...
11:39:57 AM Brian Ussery: Matt showing hacker in China selling access to sites.
11:39:58 AM Barry Schwartz: Example of a chinese hacker selling access to your web site and it lists the PR of the site they hacked into...
Panda feedback from users and SEOs.
User feedback positive
SEO feedback: yeah we got hit but we deserved it
11:41:56 AM Brian Ussery: Panda update is ALGO and not manual, no algo is perfect. Waiting on more internal testing and block data from Chrome...
11:42:32 AM Barry Schwartz: Now Matt announces the block feature built into Google
11:42:48 AM Barry Schwartz: See http://goo.gl/W3gxJ
Try Chrome Block extension for Chorme.
Google Block list extension rolled to 10% of users (US guessing not confirmed)
11:43:51 AM Barry Schwartz: no, the extension is available to all. This new feature of blocking results via Google.com is available to 10% of searchers, it is rolling out and will be available to 50% by 1pm PST and continues rolling out...
11:44:15 AM Barry Schwartz: Google does both manual and algorithmic spam fighting...
11:45:12 AM Barry Schwartz: Manual team does proactive spam fighting, finding spam on the internet & reactive spam fighting via spam reports
11:46:02 AM Barry Schwartz: Google is sending out more penalty notifications...
11:46:31 AM Brian Ussery: Register with Google Webmaster Tools so Google can notify you via email if site issues are detected.
11:47:04 AM Barry Schwartz: Reconsideration requests can be submitted google.com/webmasters
11:48:03 AM Barry Schwartz: So with Panda it doesn't really help but they do look at the data
engineers can see
consideration more info sent back
11:48:46 AM Brian Ussery: Google is trying to be more transparent and trying to figure out ways of sending more info back to webmasters...
11:49:38 AM Barry Schwartz: Next up... Rich
11:50:46 AM Barry Schwartz: blekko blocks sites, they blocked top twenty sites and last night they blocked 1.1 million
11:51:17 AM Barry Schwartz: They came up with an algorithmic technique that used the data and blocked these 1.1 million sites
11:51:33 AM Barry Schwartz: Blekko has a broader definition of spam...
11:52:00 AM Barry Schwartz: Dangerous spam example....
11:52:32 AM Brian Ussery: Some would say phone book is spam, showing real life examples of spam
11:52:55 AM Brian Ussery: Mechanical Turk - 40% spam
11:53:27 AM Barry Schwartz: What is a search engine?
11:53:29 AM Brian Ussery: What is a search engine, its a rating agency for a top ten list for everything
11:53:37 AM Barry Schwartz: millions want to rank for that search...
11:53:41 AM Barry Schwartz: there are three winners
11:54:45 AM Barry Schwartz: There are rules, you can be disqualified... What gets you disqualified?
11:55:40 AM Barry Schwartz: JC Penney got called out for spamming Google and it got dinged. But JC Penney is a real store and you trust them...
- undisclosed relations
- non experts
- aggressive promotion
- bad conduct
Blekko has the right to remove any result they want to remove
11:56:18 AM Barry Schwartz: Rich is now done..I Guess Q&A Time...
11:56:29 AM Brian Ussery: Blekko - Slash the web
11:56:52 AM Barry Schwartz: Danny takes the podium
11:56:54 AM Brian Ussery: Danny talking about spam and the recent up tick in low quality content...
11:57:41 AM Barry Schwartz: There is music playing in the background as Danny talks, no one know why...
11:58:46 AM Barry Schwartz: Danny told Blekko, Good content doesn't have to be written by experts. NY Times is not an expert on search and they wrote about you.
Danny suggests that media aren't experts so does blekko plan to purge anyone not an expert on subject matter at hand.
Rich says, great question...
11:58:53 AM Barry Schwartz: Rich said there are exceptions...
11:59:14 AM Barry Schwartz: There are fact checkers, editors, etc... but there are not that many of them...
Exceptions like NYT because the went to journalism school and have a code.
I think he is saying that reputable services are ok
Danny: Why did you need to Wall Street Journal and Times to tell you about spam?
12:02:10 PM Brian Ussery: Matt: Says black hat is high risks
Danny: Do you suggest big brands buy links?
Danny what about Bing?
Sasi: paid links are mostly bad links
Sasi: Who knows if a link is paid?
Danny: I get emails all the time
Sasi: If it is paid, we will note it and watch it.
12:05:14 PM Brian Ussery: Rich: Seo is cool but it can be like a corruptive influence
Rich: when you start doing things to game the system you fail
Danny calling Rich out on stack exchange.
According to Rich everyone hates experts exchange...
12:09:10 PM Brian Ussery: Danny says Aaron Wall is on the phone and he is going to start SEOExchange.com :)
12:09:11 PM Barry Schwartz: Does Google have a whitelist?
12:09:24 PM Barry Schwartz: That was my question...
12:09:58 PM Barry Schwartz: Matt says they have an "exceptions" list to certain algorithms... So there are whitelists for certain classifiers
12:10:15 PM Barry Schwartz: But no global whitelist
Danny: Matt do you have a white list?
Matt: We have an exception list but no "Golden Bullet"
12:11:16 PM Brian Ussery: Matt: Try to do as much as you can via algo and then use human intervention. Then try to update algo for next iteration
12:12:01 PM Barry Schwartz: Bing has a list also
12:12:34 PM Barry Schwartz: The majority of the algos do not have exception links, like current Panda doesn't have an exception list
Sasi: no algo has 100% recall but when we have static overwrites these lists evolve...
Matt: Lots of algos like Panda have no exception log
Danny: we are seeing more and more affiliate links do those need to be nofollowed.
Matt: we know about most well know affiliate programs
Danny: Does Bing send notices? Why do you not tell everyone?
Matt: We tell people that go slightly off the path but we don't want to tip of more sophisticated spammers.
Danny: Can webmasters know if their site is blocked?
Matt: Maybe but we'd have to figure out the best way of doing this.
Blekko: We try to be transparent