Name: Brian White
- Brian White is the program manager of the Search Quality Webspam from Google
- Brian works in the manual webspam team in Google
- How Search Works infographic is up on screen – It is to provide more transparency
- Search quality is a large group in Google broken up in to two teams: Quality Evaluation & Manual Webspam teams
- Quality Eval – They tackle ratings for algorithm development (no changes to rankings)
- Ratings are aggregated based on manual side by side evaluation on algorithm changes
- Manual Webspam – they do manual investigation, actions (demotions/removals)
- Manual webspam teams investigate and find out how people are trying to game the system, result of their work ends up with a manual action
- Live spam screenshots – check it out! Google are providing real time removal of spam websites. Check and see what type of websites are getting removed from the index.
- Brian is showing a graph on manual spam actions from 2004 – 2012. They are committed to fighting spam and created several offices around the world
- Google classifies their spam in to types: pure spam, hacked sites, legacy, unnatural links, cloaking, user generated spam, etc
- Brian just handed out a collectible android by guesssing Parked Domain girl
- Brian is now showing some examples or Pure Spam – mainly in the casino vertical
- Links embedded between unreadable content articles are classified for pure spam
- Hacked sites, cloaking and sneaky redirects are considered as spam too
- Typical hacked site behaviour would be injection of gibberish content with links without the webmasters knowledge
- The footprint that web spam leaves is astonishing!
- Brian White recommends using Fetch as Googlebot – see what google sees with their user agent
- Battle thin content by adding value to the user: provide useful features. Brian is using example of Amazon Light
- Create functionality that is useful to users, Amazon Light generate tonnes of links and mentions for years
- Doorway pages are dreadful webspam – Brian demonstrates a crushing rabbits example on a rock crushing business
- User generated spam on social bookmarking sites are being looked at by Google. Blog comment spamming spam – anchor text links as identity/name is also being looked at closely by Google.
- Hidden text & keyword stuffing not only happens in english but in other foreign languages as well
- They look for patterns
- Automatically generated pages such as infinite Calendar entries on a website can trigger a manual action – use robots.txt to block those pages
- Digg.com was not a manual penalty, it was a mistake
- In 2005, Google accidentally removed all .com.au websites from the index – shit happens, mistakes do happen
- Messages sent via GWT spiked significantly in 2012 – Google’s way of providing more transparency
- Reconsideration requests have also been increasing between 2006 – 2012
- Brians advice when you do a reconsideration request is to be frank and honest. Be straightforward and don’t lie.
- Example Brian used: Hi…Yes we buy links from XXX. This backlink is auto generated and cannot change html code. Regards…
- Google ignores shit like that
- Algos are awesome but not perfect, humans tend to be perfect but with no scale. Together, they provide better results.
- Hints and reports from webmaster tools on spam get some priority – starting reporting dodgy sites via GWT!
- There is going to be a major crackdown on spam in 2013, watch out blackhatters
- Next penguin update is going to be significant!
- Penalties tend to be very granular, they tend to penalise page level and not site level
Please excuse the typos, broken links, incomplete sentences, etc.