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British police have shut down more than 1,200 websites selling fake designer clothing in jewelry in the past week. And along with those websites, they've taken out some of Google's top results.

Thanks to a tweet tip, the aftermath of Scotland Yard's crackdown can be seen with a Google UK search for 'ugg boots'. As I write this, no less than seven of the top 10 results on the first page for this search are inaccessible. One of the websites that can't be accessed includes the top-ranked site: okuggboots.co.uk.

The Scotland Yard crackdown, dubbed Operation Papworth, was designed to protect consumers from criminals hawking fake wares using websites set up on .co.uk domains. The body that handles domain registrations in the UK, Nominet, cooperated in the operation.

According to the BBC, Ugg brand boots were a popular target for fraudsters and complaints about fake Ugg boots had skyrocketed over the past year. More than 400 of the websites caught in the Operation Papworth dragnet were selling fake Ugg boots.

While designer knockoffs and the internet have had cozy relationship for years, Operation Papworth has exposed the fact that many online criminals are well-versed in blackhat SEO. Without top SERPs, the online storefronts being used to sell counterfeit goods to consumers would have been far less successful. But by controlling the first page of Google's results for a popular search query like 'ugg boots', one can only imagine how much revenue the fraudsters pulled in before Operation Papworth put a dent in business.

The real story here is how criminals came to own the SERPs. As I've written before, Google's ability to detect webspam and paid links appears at times to be non-existent. A quick look at the backlinks for okuggboots.co.uk provides perhaps the most shameful example of this. Out of the 400 or so backlink results displayed, most are on Chinese websites. And because link: only returns a subset of the full backlinks, this is probably only the tip of the iceberg.

The question, of course, is why Google would rank okuggboots.co.uk -- a British site -- so highly when so many of its backlinks appear to come from Chinese websites, the majority of which have .cn domains and minimal English text. An even bigger question is how Google missed the questionable nature of the backlinks themselves. The following HTML code from one of the Chinese websites was placed above the starting <html> tag of the page:

<marquee height=1 width=5 SCROLLAMOUNT=3000 SCROLLDELAY=20000>
<a href="http://www.supplyugg.com/">ugg boots</a>
<a href="http://www.bestuggboots.co.uk/">uggs</a>
<a href="http://www.uggforever.co.uk/">uggs</a>
<a href="http://www.supplyugg.co.uk/">uggs</a>
<a href="http://www.okuggboots.co.uk/">uggs</a>
<a href="http://www.okugg.co.uk/">uggs</a>
<a href="http://www.uggforever.co.uk/">ugg</a>
<a href="http://www.okuggboots.co.uk/">ugg</a>
<a href="http://www.saleugg.co.uk/">ugg</a>
</MARQUEE>

Given the nature of the links, it seems pretty likely that many of these backlinks were placed on websites that had been compromised (the HTML above is from a Chinese government website). And while there's obviously no way to tell how much weight, if any, was given to these links, it's absolutely astonishing that such a blatant and unsophisticated hidden linking tactic could be used in such a widespread fashion, all while Google still gives the linked-to websites top SERPs as opposed to penalties or outright bans.

Adding insult to injury, it doesn't take much to pick up traces of another tactic used by okuggboots.co.uk: comment spam, all over the place.

I don't know how else to say it: Operation Papworth has completely exposed Google. I wouldn't go so far as to 'blame' Google for all the consumers who were undoubtedly scammed after searching for 'ugg boots' and being led to a counterfeiter's website, and to be fair to Google, policing the internet isn't an easy task. But it's really hard to imagine how Google's webspam detection could be this flawed.

One can only hope that Google is paying attention to this situation and looking at all the obvious things it's clearly not paying attention to right now. For the time being, most consumers certainly aren't aware of just how much Google seems to be letting them down, but make no doubt about it: Google's SERPs are golden because consumers trust them. After seeing this, I can't help but think that maybe that trust is misplaced. If Google doesn't recognize the value of that trust, it risks eventually losing it.

Photo credit: Mykl Roventine via Flickr.

Patricio Robles

Published 7 December, 2009 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

2343 more posts from this author

Comments (56)

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Geoff

It's about time Google started recognising these dodgy techniques and put more emphasis on true user value. Everyone else can see these things going on so it can't be that hard for Google to pick up on them!

over 6 years ago

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cm

Agree that Google can't be directly blamed for the losses the tens of thousands of UK consumers who have been scammed by these sites.

The can be blamed for ignoring all the spam reports, the posts to their own forums, the approaches by merchants and trade mark holders, etc, etc.

As for how much weight Google gives to tricks like the one highlighted?  Loads.  I've seen sites where that is the ONLY techique they have used to build links, yet the site ranks in position 4 for a keyword where a page 1 ranking is worth hundreds of thousands of pounds pa in sales.

over 6 years ago

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Laura B

Does anyone know what you should do if you have purchased goods from these sites only to have them shut down days later? Leaving you out of pocket?

over 6 years ago

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Chris

Thanks so much for this article. I was the opriginal tweeter and like you I was quite shocked that:

1. SO many of the top 10 results were dead (Google needs to speed up the indexing refresh rate)

2. The dodgy Blackhat  stuff I see every day which I report and no action is ever taken. Take for instance, the white on white text/background of this site: http://www.bigboystoys.com.au - This is the oldest trick in the book and it remains undetected and unpenalised?

But getting back to the point of your article; to the people who were hoodwinked and scammed of their money - blame Google. The situation wouldn't have been anywhere near as bad if Google's web spam systems actually worked. Frankly speaking, they've been asleep at the wheel.

over 6 years ago

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angela

it's about time Google started recognising these dodgy techniques and put more emphasis on true user value. Everyone else can see these things going on so it can't be that hard for Google to pick up on them!

i agree with it

over 6 years ago

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cm

Another thing that strikes me as being odd about this story is how little people in the industry seem to care about it.

As way of an example, I just searched for "papworth" on a very popular website that purportedly covers Google related news (hint: it rhymes with pashable), and from what I can see they haven't even acknowledged it as an issue. (note I just picked them at random, I don't have any axe to grind.  I could equally have noted that this is not a featured/most viewed/most commented story here on eConsultancy).

In the last two days the aforementioned site has managed 8 stories on Google, but haven't bothered with the fact that, basically:

Google can't stop spam so everything ever written about SEO is basically one big fat lie, because it turns out you can't compete with 20,000 hidden links.

I do understand that unless you are:

a) running a legitimate website that has spent the last year trying to compete with these spammers, or

b) a victim of one of the scam sites

then you haven't personally been affected by this, but surely people can see the wider implications?

My napkin maths would suggest that the losses suffered by UK consumers via this scam will easily total into the eight figures this year. 

And even if that doesn't excite, what about a more technical angle: for the keywords I am monitoring, they still haven't even cleared their index of the sites that have been pulled despite the police actions having been taken prior to the 3rd of this month (according to the http://cms.met.police.uk/news/policy_organisational_news_and_general_information/mps_e_crime_unit_takes_down_scam_websites). 

This is the biggest shopping week of the year, and Google have left sites that no longer exist on page 1 for key shopping phrases for over 5 days now  (so much for real time search...) 

And finally, I would note that despite this welcome intervention by the UK police nothing has been done to stop all the ".org", ".com", ".etc" scam sites run by the same criminals which still dominate the rankins. 

I presume that dealing with these is out with the jurisdiction of the Met, but surely Google could have taken the hint and had a quick rummage around the backlinks of sites ranking for the affected terms (or even just those operating from China or with a lot of Chinese sites linking to them).

Or do they have better things to do? 

over 6 years ago

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cm

p.s. Lol. Even this post has been comment spammed by one of these sites.  Either that or Angela can get you a cheap pair of Uggs this Christmas...  She'll even give you $10 off if you pay by Western Union.

Incidentally, Paypal are also quite a big part of this story, as they are the payment processor of choice.  From what I understand (having read the first hand accounts of loads of victims of this scam on a blog I run), the Chinese-based criminals use accounts belonging to people based in the UK/US (witting or unwitting - I don't know) to move the money.

When the customer contacts Paypal, they are told that nothing can be done to give the customer their money back.  Sometimes when the customer then contacts their bank, the bank insists that unless the site claimed expressly to be selling legitimate goods, then nothing can be done (although they often back down when the customer kicks up a stink).

Reading accounts on a near daily basis of people who have lost not trivial sums of money buying birthday and Christmas gifts (or just a treat for themselves) means that I am personally delighted that this issue is now at least sort of in the open, so forgive me for wittering on a bit in these comments...

over 6 years ago

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SEO SME

The sensible lesson to learn from this would be to use your credit card for all online purchases.

BB

over 6 years ago

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Moo

I'm sure sooner or later Google will have caught on and dropped the sites from the ranks but it's a shame that their ability to detect scams is really pretty sh*te and it takes the likes of Scotland yard to get them sorted out.

It just means that for short termers you can easily make a quick few bucks on the Interweb still and then move on to the next scam when you get caught. I may even take advantage of this myself while the going is good ;-)

over 6 years ago

Patricio Robles

Patricio Robles, Tech Reporter at Econsultancy

cm,

It is incredible that these sites haven't been pulled from Google's index. As I write this, okuggboots.co.uk still occupies the top spot. Methinks people need to be fired over this.

Moo,

Sadly Google's apparent inability or willingness to address this very serious issue will only help to make online crime far more attractive to many people. After all, if you can rake in 6 or 7 figures a year pretty easily using blackhat techniques, why bother spending years building up legitimate SERPs for a legitimate business? If you get shut down, move on to the next scam. By all appearances, your blackhat techniques from 1998 will still work.

over 6 years ago

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cm

Moo: It should not be a case of Google catching on. As Patricio explains in his article and comment, the techniques these sites are using were so old fashioned that even today's blackhatters probably thought them beyond the pale (note I say "are" - this is still a live issue for all domains except ".co.uk".)

I've been kicking around the net since the late 90's and until this year I hadn't seen white links on a white background for a long time - probably close to a decade.

However, for five months this was the sole linking technique (actually there was some grey links on grey backgrounds as well) that a brand new site used to obtain (within a couple of months of being registered) and maintain a position above the fold on page 1 for a massive money keyword. Somewhere between 15,000 and 20,000 such links was all it took to rank above Amazon who had produced a very keyword rich page with plenty of internal links flowing to it, as well as at least twenty or thirty other serious merchants with decent sites and at least some SEO skills.

Patricio: I personally would be extremely interested to here what Google's response to Papworth is (their serious technical response, not whatever bland PR statement they'll come up with about not being the internet police - which of course sidesteps the issue that they might not be the internet police but they are responsible for their own website!), although I can't see any evidence that they have responded at all to it.

It seems to me that they have been caught in a perfect storm of:

a) Absolutely no real competition

b) A complete noise vs signal problem:

"I'm sorry I can't hear you over the media coverage of our operating system, our programming lanuage, our real time search, our barcode stickers in shop windows... what are you saying about web spam"

"Your search results and your adwords listings are utter junk"

"pardon, you'll need to shout or go speak to Matt Cutts he knows how to stop web spam"

"You are facilitating one of the biggest consumer frauds of recent years by your inaction"

"Sorry, I can't hear you, anyway I've got to go update my Wave now. I want Mexican food, not Pizza and I can't make the BBQ on Saturday..."

Yes some of the new stuff Google is doing is great, but it is all built on their supposed core skills in producing the best possible search results, which they only seem to be able to do when there aren't any criminals with a copy of Blackhat 101 around. 

(And to be completely fair, Bing and Yahoo are also just as bad. Which suggests that the whole industry has a bit of an elephant in the room to address).

over 6 years ago

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Cory H

This story mimics a situation we're looking at for a US site for "business insurance" in Google.  The top site (won't name names) has virtually all "Russian" domain backlinks on pages w/ virtually no English - except for the links to this site.

We're competing in the marketplace - imagine explaining to a great client why this shady site is owning the top ranking.

The engines appear to allow some tactics while blocking others... perhaps they are looking erroneously too often.

over 6 years ago

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cm

7 days on and there are still sites that were pulled on page 1 for various high traffic terms...  Does no one from Google read the news?

over 6 years ago

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Dan

The other thing to note is how many of the PPC adverts for terms like "ugg boots" are for these fake sites.  Google must be taking in a fair amount of money from these businesses. 

over 6 years ago

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cm

Proof that the scammers (in this case fake ghd sellers) are just switching domains: http://twitter.com/GHDStyleAcademy/status/6330456155 (and that they are spamming the heck out of twitter - I shudder to think what RTS is going to bring). From their new site: "To serve more global customers, we change our domain name from www.ghdhairsales.co.uk to www.ghdhairsales.uk.com. Now we not only focus on UK customers but customers worldwide,hoping more and more customers can get access to our website. We will try our best to provide more exquisite GHD and bigger discounts for you. Besides, our service mailbox has been changed to service@ghdhairsales.uk.com. If any question or problem, please feel free to contact us. Sorry for all the inconvenience. Wish you enjoy online shopping at www.ghdhairsales.uk.com"

over 6 years ago

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Julian Sutter

I noticed this trend when I found a over 150 links pointing to my local city .gov site. Ill link to the yahoo site explorer instead of it. http://search.yahoo.com/search;_ylt=A0geuspk.SFLHM0AjWpXNyoA?p=link%3Ahttp%3A%2F%2Fwww.riversideca.gov%2Ffire%2FUSAR%2FPrimarydiscussion%2F000000bd.htm%3Fbuy-soma+-site%3Ariversideca.gov&fr2=sb-top&sao=1 Basically the spam method mixes in links to legit sites as a way to increase the authority. They point to redirects and 404 on .edu and .gov sites as a way to roll the links through a higher domain authority.

over 6 years ago

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Deri Jones, CEO at SciVisum.co.uk

Google.co.uk this morning, still lists unreachable sites in top 10.

One site that does still exist, has a page 'Counterfeit Ugg Boot guide' - which Google cached on Dec 4th:  so they seemed to have moved quickly.

The page says:

The UK police and Nominet the organization responsible for managing UK websites successfully removed over 1000 sites selling counterfeit ugg boots. This is why at the time of writing many websites still listed prominently in Google do not work. While the initiative is a giant step forward it has only partly fixed the problem. Websites with a .com address are still in operation, many of these websites are still listed prominently in the UK google search results. In addition to this counterfeiters have already began to create a new batch of websites and find new workarounds.

over 6 years ago

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Imran Dhanji

The thing people are missing is the fact that the mechanisms themselves are flawed. New web protocols needs to be designed to allow for open, crowdsourced credibilty feedback on individual websites.

over 6 years ago

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online branding blog

There's lots of blackhat techniques which continue to work, but require more volume (READ: more links) to accomplish rankings of value.

The black hat approach is churn and burn, making as much as possible in short periods. It's been said that those in the top spots for viagra make upwards of US$20k per day.

One thing is for sure, these sites are unlikely to evolve into brands

over 6 years ago

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SEO Beratung

...and that is exactly the point! These SEO methods are only sucessful short term. It´s alsways a matter of the risk you wan´t to take. If it doesn´t really matter to get a certain domain-name banned and burned, then go for it. Try to get as much traffic as possible, it´s not illegal in a sense a laws. Selling cheap duplicates is indeed!! These SEO methods are basicallly used by affiliates, not really by brands trying to place and brand themselves on the internet for a long term success.

over 6 years ago

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Deri Jones, CEO at SciVisum.co.uk

> These SEO methods are only sucessful short term Short term for any 1 site: but not short term as a threat to regular sites like ours. > these sites are unlikely to evolve into brands So what? They still damage regular sites. The threat is: If the short-terms 'tricks' make big money, then more players will follow, Thus: more and more often our sites will suffer, being pushed down the rankings. It's false comfort to say 'oh well, the short-termer-site soon disappears'. Because potentially there is another similar site that immediately jumps to the top of Google in the place, and our sites would be permanently losing out.

over 6 years ago

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Deri Jones, CEO at SciVisum.co.uk

Something screwed up the formatting of my post... I'll try again:

> These SEO methods are only sucessful short term

Short term for any 1 site: but not short term as a threat to regular sites like ours.

> these sites are unlikely to evolve into brands

So what? They still damage regular sites.

The threat is: If the short-terms 'tricks' make big money, then more players will follow, Thus: more and more often our sites will suffer, being pushed down the rankings. It's false comfort to say 'oh well, the short-termer-site soon disappears'.

Because potentially there is another similar site that immediately jumps to the top of Google in the place, and our sites would be permanently losing out.

over 6 years ago

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Mike Turner

Are All of you just STUPID? These sites - no matter what YOU think of them - are valuable to everyone. 1.) They are using "affiliate links" so they make money when someone buys from their site 2.) Uggs benefits because they sell more boots 3.) The buyer benefits because they get the product they wanted. No one got hurt in the process. Oh... Google's ego is a little bruised... but other than that it's just another case of people interfering in something they don't fully understand. This merchant will sell less products with these sites off the net. Period. Mike

over 6 years ago

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Mel Nelson

I think you may have missed the point completely Mike. The boots being sold as Uggs are not in fact made by Ugg, they are made in factories in third world countries (but that is where Ugg boots are made too!) so Ugg make no money out of this.

Ugg does not in fact sell more boots they sell less as they have no connection with the banned sites.

The buyer may or may not get the product they wanted. Granted that some of the knock off boots may be the equal of boots produced by Ugg, many are not, and thus may not be value for money.

Blackhatters have known of these spam methods for years and they still work at least for short periods of time. But so long as there is money to be made using the "churn and burn" methodology being used hereit will continue.

Although the solution to this problem can only lie with Google, its not as easy as you might think to devise methods that trap the blackhatters, but leave genuine sellers untouched. One thing is for sure, not matter what scheme Google comes up with there will be a swarm of black hatters staing by eager to find and profit from getting aroung the new algos.

over 6 years ago

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cigarettes

I learn from this post and get more seo experience. Thanks!

over 6 years ago

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Data entry for all

You are really true,all google claims about detecting blackhat seo is not proven.Thanks for the nice job though.

over 6 years ago

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tim

Google needs tons and tons of websites and traffic to survive against the competition, blackhatters found a way to give them that and get money out of it.

So who is going to complain...??

over 6 years ago

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Fifty Studio

Has it ever stopped working?

over 6 years ago

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web design toledo

thanks for the info! we all know google has flaws, I think its interesting that people exposed them. Google should be able to manually crack down pretty fast when this happens but still....

over 6 years ago

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Philadelphia SEO

this just shows that googles spam filters are mostly a myth, i see the chinese doing this all the time.

over 6 years ago

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jordan sneakers

it's about time Google started recognising these dodgy techniques and put more emphasis on true user value. Everyone else can see these things going on so it can't be that hard for Google to pick up on them!i agree with it.

almost 6 years ago

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Optimierung Suchmaschinen

YES! That's it! SEO methods are only sucessful in the short term. If it doesn´t really matter to get a certain domain-name banned and burned, then go for it. Try to get as much traffic as possible, it´s not illegal in a sense a laws. Selling cheap duplicates is indeed. These SEO methods are basicallly used by affiliates, not really by brands trying to place and brand themselves on the internet for a long term success.

over 5 years ago

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Yogendra Oza

Scotland yard is still missing a big thing. Online Pharmacies. Try to search "Buy Viagra", "Buy Cialis", "Buy Levitra" etc in Google.co.uk and you will find a lot of spam sites which may be operated from India and sells impotence, weight loss medicines without having any proper licencing. Black hat seo, keyword stuffing and link spamming and paid links put those sites on top. Legitimate sites will never come on top ranking and those spammers will be on top. Scotland yard should take action against them and block those sites.

over 5 years ago

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instinctis

Thanks for raising the flag, it could happen to any of us to fall victim, just first check their company details (by domain name) and other data here: http://ministatus.com

over 5 years ago

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Martin Carter

Great idea for a post but I would have rather seen the list done by importance.

over 5 years ago

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fniq

I've been kicking around the net since the late 90's and until this year I hadn't seen white links on a white background for a long time - probably close to a decade.

over 5 years ago

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adwords agentur

Ordentliche Zusammenstellung

about 5 years ago

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Peter Weils

Hallo,

gute Recherche zum Thema. Werde die Seite wohl nun häufiger besuchen, um schnelle und gute Artikel zu finden.

Viele Grüße
Peter

about 5 years ago

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DCCTV

Great ideas. I am sure that sooner or later Google will have caught on and dropped the sites from the ranks but it's a shame that their ability to detect scams is really pretty sh*te and it takes the likes of Scotland yard to get them sorted out.

almost 5 years ago

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izle

These SEO methods are only sucessful short term Short term for any 1 site: but not short term as a threat to regular sites like ours. > these sites are unlikely to evolve into brands So what? They still damage regular sites. The threat is: If the short-terms 'tricks' make big money, then more players will follow, Thus: more and more often our sites will suffer, being pushed down the rankings.

almost 5 years ago

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kadın

it's about time Google started recognising these dodgy techniques and put more emphasis on true user value. Everyone else can see these things going on so it can't be that hard for Google to pick up on them!i agree with it.

almost 5 years ago

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taksici

I've been kicking around the net since the late 90's and until this year I hadn't seen white links on a white background for a long time - probably close to a decade.

almost 5 years ago

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Ameleler

Does anyone know what you should do if you have purchased goods from these sites only to have them shut down days later? Leaving you out of pocket?

almost 5 years ago

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alex

hola puedo donde puedo encontrar esta informacion en el idioma espanol llo no ablo ingles

almost 5 years ago

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Cevdet Bey ve Oğulları

Cevdet Bey ve Oğulları

It's about time Google started recognising these dodgy techniques and put more emphasis on true user value. Everyone else can see these things going on so it can't be that hard for Google to pick up on them!

almost 5 years ago

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Sevket Yilmaz Randevu Alma

So what? They still damage regular sites. The threat is: If the short-terms 'tricks' make big money, then more players will follow, Thus: more and more often our sites will suffer, being pushed down the rankings.
.

almost 5 years ago

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Kıvanç Tatlıtuğ

I've been kicking around the net since the late 90's and until this year I hadn't seen white links on a white background for a long time - probably close to a decade.

almost 5 years ago

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Vapman

Yeah I don't know about that white on white stuff but I see examples of black hat SEO working on an almost daily basis. Probably always will. I mean, how do you realistically stop something that is always evolving alongside you?

almost 5 years ago

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Handtasche

Nice Article, wow, keep on :)

almost 5 years ago

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Matt

sneaky sneaky but it happens every day. Until google changes up its algo to something that ranks more based on actual content, this will keep happening

almost 5 years ago

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Adam

black hat at its finest. These guys always make it to the top and us white hate guys always take the hit because we try to rank naturally

almost 5 years ago

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Ming

It happens everywhere around the world.

almost 5 years ago

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John

I'll admit I had to look up what blackhat meant but once I did I was pretty dissapointed. It's a shame people work unethically like that.

almost 5 years ago

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Escort Ankara

it's about time Google started recognising these dodgy techniques and put more emphasis on true user value. Everyone else can see these things going on so it can't be that hard for Google to pick up on them!i agree with it.gute Recherche zum Thema. Werde die Seite wohl nun häufiger besuchen, um schnelle und gute Artikel zu finden.

over 4 years ago

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Fútbol

Porque si el primer tiempo fue insípido (si un chino trasnochó para verlo seguro que pensó que vaya deporte más aburrido les gusta a estos europeos) el arranque del segundo resultó una delicia de técnica por parte http://www.camisetasrealmadrid.com barcelonista. Los rondos que el Bar?a hizo por momentos con el Madrid fueron de 'Guiness' y justo antes de que entrara Guti, el único hombre capaz de cambiar el partido, Xavi plantó a http://www.camisetasrealmadrid.com Pedrito solo delante de Casillas para matar el partido. El efecto de la posterior salida del '14' blanco había quedado ya completamente neutralizado y con ello cualquier http://www.camisetasrealmadrid.com atisbo de remontada.Ni siquiera tuvo fuerzas el Real para lanzarse en busca del empate, que al menos hubiera servido para mantener viva la Liga. Porque ahora los azulgrana tienen tres puntos de ventaja sobre los blancos además del 'goal average', es decir, que incluso perdiendo alguna de las salidas que le esperan (Espanyol, Villarreal o Sevilla) seguiría comandando la clasificación. No es fácil prever que el Bar?a vaya a perder ninguno de los partidos que le quedan, pero que vaya a patinar dos veces..

over 4 years ago

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North Face Apex Bionic

over 3 years ago

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