PubCon Live: Competitors from the Darkside - Rogue SEO Tactics

3:10:32 PM Barry Schwartz: Starting in 5 minutes or so

3:10:57 PM Barry Schwartz:

3:14:53 PM Barry Schwartz: ....

3:15:12 PM Barry Schwartz:

3:15:31 PM Barry Schwartz:

3:15:52 PM Barry Schwartz: Here we go - first up is Giovanni Gallucci

3:16:11 PM Barry Schwartz:

3:16:57 PM Barry Schwartz: He is going to do the softer stuff, steve will give you harder stuff and Carolyn will give you stuff that will prevent u from sleeping

3:17:14 PM Barry Schwartz:

3:17:50 PM Barry Schwartz: He said there is nothing else to learn in SEO so now he is a professional photographer

3:18:09 PM Barry Schwartz: He had no business doing professional photographer so he hacked his way in

3:18:30 PM Barry Schwartz:

3:18:59 PM Barry Schwartz: He shot a local jaguer dealership photography for them

3:19:14 PM Barry Schwartz: How do you fake your way into an industry and be successful at it

3:19:24 PM Barry Schwartz: You need to learn what tools you need for which jobd

3:19:27 PM Barry Schwartz: jobs

3:20:16 PM Barry Schwartz:

3:21:57 PM Barry Schwartz: You need to build relationships also

3:22:21 PM Barry Schwartz: He went to the band's dad and not to the publicist

3:23:38 PM Barry Schwartz: Build a portfolio, get experience. Do stuff for free and for research.

3:24:12 PM Barry Schwartz: Make sure to plan

3:26:04 PM Barry Schwartz: Yes, he is not talking about rogue SEO tactics, he is talking about rogue career development

3:26:55 PM Barry Schwartz: When you do bad things, such as talk at a conference about black hat,

3:27:24 PM Barry Schwartz: Fake media badges to get into events, counterfeit badges

3:29:09 PM Barry Schwartz: Good stuff to come

3:29:16 PM Barry Schwartz: stay tuned

3:30:11 PM Barry Schwartz: If people threaten to sue you, they won't sue you. If they want to sue you, they will sue you. (not too sure about that)

3:31:31 PM Barry Schwartz: Black hat people who are successful are because they are also invisibile

3:32:16 PM Barry Schwartz:

3:34:00 PM Barry Schwartz:

3:34:52 PM Barry Schwartz: He sneaked up to the stage to get that picture of Kiss

3:35:01 PM Barry Schwartz: He goes places he is not suppose to be

3:37:43 PM Barry Schwartz: He spoke about photography here because he was about to get a job but didnt get the job b/c he talked about black hat SEO. So now he talks about black hat photography.

3:38:07 PM Barry Schwartz: Steve Plunkett is now up, asking who knows what a link wheel

3:38:41 PM Barry Schwartz:

3:38:54 PM Barry Schwartz: Ethics & Liability

3:39:17 PM Barry Schwartz: JC Penney got slapped and they are still in Google

3:40:16 PM Barry Schwartz: Do your due diligence, with black hat, you will break Google's rules.

3:41:01 PM Barry Schwartz: Black hat typically means things that you do that are against the search engine guidelines via danny sullivan

3:41:09 PM Barry Schwartz: Bing has the same rules

3:42:15 PM Barry Schwartz: Black hat is hidden text, hidden pages, excessive content, automated link creation, content obfuscation, etc

3:42:36 PM Barry Schwartz: Link Wheel Service

3:42:47 PM Barry Schwartz:

3:42:57 PM Barry Schwartz: Squidoo is an example of this

3:44:02 PM Barry Schwartz: Blackhats try to sneak in too many balls. Whitehates can file reconsideration and come back to play again. @mattcutts

3:44:18 PM Barry Schwartz: He does not participate link schemes

3:45:09 PM Barry Schwartz: Google wants people to report. HE keeps saying report spam, report spam.

3:45:59 PM Barry Schwartz: Only report spam if you are perfect -- Carolyn Shelby said, you don't rat out someone for having pot in their locker, if you have pot in your locker.

3:46:05 PM Barry Schwartz: Carolyn Shelby is now up

3:46:23 PM Barry Schwartz:

3:46:40 PM Barry Schwartz: Things she will tell you may get you in jail, she is telling you to protect you so you dont do it.

3:47:32 PM Barry Schwartz: Nice people have bad habits, avoid confrontation, believe nice people are rewarded, they trust people and they believe life is fair.

3:47:42 PM Barry Schwartz: This is not good for people, business is war

3:48:00 PM Barry Schwartz: Being paranoia is healthy... Carolyn always assumes the worse

3:48:11 PM Barry Schwartz: You need back up plans and maintain a war chest.

3:48:47 PM Barry Schwartz: war chest is a stock pile of money that you never trust

3:48:51 PM Barry Schwartz: trust = touch

3:48:59 PM Barry Schwartz: Technological Machinations

3:49:51 PM Barry Schwartz: Types of Badness:
- Script kiddies, spammers looking to exploit your resources. Looking for sites that have weaknesses.
- Attacks with intent: competitors, disgruntles employees, ex-girlfriends, etc.

3:50:50 PM Barry Schwartz: Types of Security:
- Luck
- Obscurity
- Proximity
- Physical
- Network
- Superior Litigation

3:53:03 PM Barry Schwartz: Trust is the biggest liability of all
- Shred your documents
- Dont give everyone admin access
- Run background checks on employees and vendors
- Something really important, do it yourself.
- Plan for the worst anyway with disaster recovery and off site backups

3:54:56 PM Barry Schwartz: Firesheep - it sniffs networks and gives you passwords, etc.

3:55:52 PM Barry Schwartz:

3:55:52 PM Barry Schwartz: Here is a pic

3:56:27 PM Barry Schwartz: Facesniff is for Android

3:58:08 PM Barry Schwartz: How do you and your employees access your systems

3:58:16 PM Barry Schwartz: Where are your servers location

3:58:26 PM Barry Schwartz: Who does the backups and where are they kept?

3:58:34 PM Barry Schwartz: IF X goes down what happens to your business?

3:58:46 PM Barry Schwartz: Do you have contracts, insurance and business structure

4:01:20 PM Barry Schwartz: Legal: If you can't beat someone in the SERPs... Remove them by restoring their business.

4:01:50 PM Barry Schwartz: Law makes everyone equal, but justice goes to the highest bidder

4:03:21 PM Barry Schwartz:

4:04:50 PM Barry Schwartz: Most people don't have the money for lawyers...

4:04:53 PM Michael Martinez: "Remove them by restoring their business" ???

4:05:09 PM Barry Schwartz: @michael - sorry, restoring = removing (long day)

4:05:26 PM Barry Schwartz:

4:06:34 PM Barry Schwartz:

4:07:17 PM Barry Schwartz: FYI, last session in 15 minutes "Whats New at Bing and Blekko?" then PubCon sessions are over and I fly back tonight and do video recap on zero sleep