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外贸仿品站 – 他们是怎样排到Google首页的

这些天有两个消息比较热的,一个是Matt Cutts 确认 Google 算法改进细节,原创文章将更突出;另一个就是Seomoz上刚刚发布的一篇文章,是一个老外分析咱国人做外贸仿品站的一些情况,选取了几个行业作为案例,分析描述了这些外贸网站都是如何获得首页Google排名的。觉得挺有意思,在这简单翻译下这篇文章。(注:蓝色部分的文字是我自己的观点,其他如没有说明时都是来自原文的意思。)


8 u) m4 \) ]+ {$ P: L# W过去的几个月里,我一直在观察一些电子商务站在Google的表现情况,这些站所针对的关键词都很激烈,这几个月的观察也让我发现了一个令人不安的趋势 – 这些站都是有系统的,并且很成功的操纵了大量高竞争度关键词的搜索结果,然后再通过网站销售仿品。这些站不仅成功的操控了Google US,其他如Google UK, France and Germany的搜索结果也都被影响了。
7 q/ n# V% e# K$ a; a这篇文章,我将以案例的方式来向大家展示一些被操纵了的Google搜索结果,以及这些网站是如何获得排名的。6 b$ s+ W3 ?0 J
案例 A (“nfl jerseys”)( Q3 l) L/ _' n# Q$ N
我们第一个来看看nfl jerseys这个词,如果在禁用个人搜索(add &pws=0 to any search URL)的情况下看看Google US的搜索结果,会发现一串此类仿品网站。
1 S6 O. W. H) W- i; m9 C9 D3 [4 \以下是2011年1月4号的搜索结果情况:


3 g6 N( `( N% Q( {' Z- A7 f(注: 域名从图片里被移除了)
( ^8 h8 ~8 m" n2 A2 }- p& U可以看到,整页的搜索结果都是假冒网站,排名第五位的网站居然还有中文字符。
8 M) L7 g% i1 G1 H& S! ^: X6 L, N7 \案例 B (“pandora jewelry”)
8 O4 D7 _: o% ^& M0 Epandora jewelry,同样也是一个很流行知名的品牌,Google搜索结果里的3,5,7,8,9,10都是仿品站。


9 B; ]6 s0 l& H4 X案例 C (“thomas sabo”)
( P4 Z# p  n  e, \! x! W再看看thomas sabo,结果3,4,5,6,8,9,10也都是仿品站。

他们是怎么做到这些排名的?

还有很多别的大牌也是这个现象,我就不一一列举了,让我们来看看为什么Google给予这些网站排名。这些站都是假冒的仿品站,没有什么品牌加分,只有一件事促使这些站操控了这些搜索结果 – 大量的关键词锚文本链接

那么这些站是怎样获得这些锚文字链接的?从我的观察来看,这些站的反链集中在以下几个方面:论坛spam,blog spam以及一些黑链。

3 o5 ^- O; S: c- ^
我们先看下“nfl jerseys”排名第一的网站,看下他的锚文本的分布情况:


; z$ z- m+ c( X, U1 Z“pandora jewelry”的分布情况也类似:


9 Z- I, I) t9 R6 v7 A, K) D: W
9 _; x) C. H& a& k然后,”thomas sabo”的

论坛spam等方法依旧有效,但是并不是说Google没有惩罚这些网站。从我的观察来安,很多结果每天都是在变换的,虽然也有些网站能坚持数周或者是上月。

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然而,这些人(或者说是组织)不停的上站,不停的spam,不停的占据首页,Google有些跟不上了。

某种程度上,就我个人观点来看,这种现象与Caffeine更新有关(这个观点Google也算是证实了:As we’ve increased both our size and freshness in recent months, we’ve naturally indexed a lot of good content and some spam as well. [source])。Google现在抓取以及更新网站的速度比以前快不少,所以这些站得以很快的就能获得排名。但是看起来,在过去6个月里,Google整体的搜索结果质量是明显受影响了。


. K- p9 O5 A! l: R3 d0 i/ f另外,黑链纯靠算法检测比较不容易。然而这些链接大部分都是那种表面上看不见,源代码里会有的链接,这种情况Google应该是能有所发现的。但是总的来看,要把握那些成千上万的论坛spam,还是比较困难的。
6 L( I* t& d% ^  F+ o这些例子也应该给Google敲响了警钟 – 应该更多的注意下链接增长模式。我们先看看”nfl jerseys”这个词的头三个结果。$ h1 e) `) N. A/ R+ p  s5 Y

其中两个站是2010年4月开始spam的,直到2011年的1月还有排名。

“pandora jewelry”和”thomas sabo”这两个词的情况也差不多。

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( @" ?2 c: `* e0 _

[url=/upimg/allimg/110131/0924288.png][/url]

# L, n5 _6 r8 d
你应该有数了吧。
8 g) ]7 F5 E2 k4 k; B. s& |那么Google需要做什么来应对这些现象?

Rand 已经谈论过了,他的建议是可以适用于我们今天的这些例子的:Google需要狠狠地降低锚文本链接所占的权重可能么?)。


5 W8 I0 ]# r, J7 V/ H想想吧:如果Google完全不考虑锚文本链接的因素,这些站是绝对不可能获得首页排名的。他们的链接来源很广,不过几乎都是完全不相关的。只要锚文本链接的意义大过相关网站的链接,这种情况就不会改变。
6 L4 w  F6 r  [4 ^3 ]1 I: H3 q
6 r# N& T; C( W: f+ ?- a这对SEO有什么意义?# W$ {  U: `. W. {: l0 F
这个问题很严重,我相信Google也一直在试图解决这个方面。

对我们做外贸seo的来说,上述这些网站获得排名的方法,也许很亏就会失效。如果说Google将排名的重要因素由锚文本链接转向到更侧重于社会化媒体的相关因素,我并不会感到惊奇。当然,tweets,status更新这些也能被spam,或者是购买出售,但是至少,这也能为Google赢得一些时间。


! P* {+ J/ I) ?; t5 u* a2 j# ^1 T! G好了,差不多大致的内容就是以上这些了,其中有些无关紧要的我就没翻译了,有些地方比较绕的译的也比较生硬,英语好的朋友还是看原文吧。8 V9 [, d7 d, p/ n. b2 |
另外,评论部分我也摘了点觉得比较有意义的简译下。

1. 帖子里关于Google会更多的依据social networks来解决这些问题,这个观点我不大同意。比如看看MySpace,通过这些平台做钓鱼比黑站更容易。再看看twitter,在twitter上批量注册以及follow其他账号,总比起论坛/博客spam来搞反链,要来的容易吧。(Twitter和Facebook目前都有很多相关的自动化工具了,比如Tweet AttacksFacebook Blast Pro)Google有一群那么牛x的工程师,如果可能的话他们早就降低锚文本链接的权重了

5 }; O" R6 f# c1 q; ]
2. Social networks方面的很多信息是不可信的,除非Facebook,twitter等站能确认每个账号是属于某个人,并且确保每个人只有一个账号。对比来看,网站天生来说就应该是更容易该被信任的,建一个网站,总比注册一个tw/fb账号,来的有门槛。1 h9 A, D6 P0 e6 W: ^- O: |% T' P
锚文本的重要性不应该大打折扣。这么多年来Google都一直在鼓励blogger和站长使用描述性的锚文本链接,因为这会给访客更好的用户体验。如果真被一夜之间彻底奖权了,受打击的网站影响面就太广了。
/ w/ G7 f' F, W5 K$ |3. Twitter现在也在这个游戏里,不过影响程度很小。如果真把什么social network作为排名的一个重要因素,难道spammer不会转到他上面去么?在twitter上创建“信任”很容易,社会化媒体信号最近的新闻很多,有些炒作过头了。(话说twitter,Facebook又不是属于google的。
8 Q  A1 j: E2 y8 b- R0 R" `4. 大体上Google不会因为仅仅这么几个行业的影响而做出很大改变,如果你仔细看看,这篇文章中所提到的那些网站,都是中国人做的。这种经营方式,也只有像中国这种能大批量生产制造仿品的地方才能做。! `0 W0 b8 f3 v- r5 ]
如果仅仅是因为一两个行业而改变整个排名算法,这样显然是不公平的。看看其他的一些高竞争行业,比如信用卡,保险,带宽等,在这些行业你是看不到这样的现象的。因为竞争太大,靠spam很难进入首页,就算是能进,也只会是暂时的不会维持很久。

5. 看看这的讨论:http://news.ycombinator.com/item?id=2152862,有个我一直相信是在Google搜索质量小组工作的人[profile]发了这样一条评论

8 v1 s0 Q$ y* ?9 V
There’s a change slowly rolling out that improves the [nfl jerseys] query substantially. I’ll check on the others. Thanks for the examples.
8 z  F& N, u2 E, H- H* @3 k
9 Q4 k1 p, O* j6 ASome really dramatic changes to how we use links are on the way. (Sorry I can’t say anything more specific. This is a really sensitive area.)

恩到这整个翻译工作结束。这篇文章在SEOMoz发布后,感觉还是挺受关注的,SEOMoz的影响如何大家也都了解,不知道会不会真的带来什么改变。

SEOMoz原文:How Organized Spam is Taking Control of Google’s Search Results

译文出处:http://semthinking.com/english-seo/1335

译文作者:Logan @ SemThinking

注明:转载请注明文章出处链接及作者。


$ m" @4 s$ X; ?! y- f0 J  h+ Y. u) J1 a, a; J
英文原版:
# U. ?( @/ Z8 _7 M9 D
; Y) m8 j& e! K& y0 u4 \$ {8 jHow Organized Spam is Taking Control of Google's Search Results
; }' A* ^: F0 M
* k- I/ P) N# M) CIn the past few months, I have been watching a very unsettling trend unfold in very competitive ecommerce search results on Google. It appears that huge amounts of money are put into place to systematically and successfully manipulate highly competitive search terms in order to sell fake merchandise of almost every bigger brand out there. Some of these sites even solely exist to steal people's money and don't ship anything at all.5 d' H6 X  S: u' M
Rest assured that I am not talking about some people doing good linkbuilding or about people buying a lot of links. These operations I talk about are much, much bigger and in all cases almost certainly run by criminal organizations of some sort. They not only greatly affect US search results but are also very present in at least UK, France and Germany.
5 Y( r. T8 Q# m  lIn this article, I will show you several examples of where Google’s search is absolutely broken (and by broken, I mean that 10 out of 10 page one search results are entirely fraud). I will also show you exactly how these rankings are achieved and take a look at what the impact on consumer’s may very possibly be. Last but not least, I’ll try to help you recognize these kinds of websites so you can avoid them as they become increasingly difficult to identify.) I  L" Q2 o4 v  A
Exhibit A (“nfl jerseys”)9 W# m0 T! v7 p% N" s( q
Let’s get started with [nfl jerseys] as our first keyword to be examined. If you take a look at the US search results on google.com with personal search disabled (add &pws=0 to any search URL), you will get a list of websites which claim to sell said wear and merchandise at a significantly discounted price. Such huge discounts can be found on pretty much any of these fake shops, many ranging up to 75% in “savings”.
" d2 b& L! x9 j. I; [  SHere’s the search engine results page as of 01/04/2011:
, L" [% T; h" t4 c2 w; @4 x) p8 g, G, ~0 O; C) E7 F
(Note: I’m not trying to “out” any particular site, so I removed any domain names in question from the screenshots)( G" E$ u! X/ w% |5 m
As you can easily see, all of these sites feature ridiculous keyword stuffing in their root page titles as well as the term “jersey” within their domain name. This is both very common among them. Result #5 even contains Chinese letters.
. n% [: O6 ^) ~* D# \, xAs of this writing, the entire first results page is composed of fraudulent websites. In other words, Google’s organic results have become entirely useless for this search phrase.
; h, }8 b4 g0 m# [2 Y2 ]% {. O9 v# g- qExhibit B (“pandora jewelry”)
  z, I: f- \0 |0 a4 V4 e! jNext, [pandora jewelry], also a very popular and well-respected brand. Positions 3, 5, 7, 8, 9 and 10 are fraud, which results in a 60% share of useless results.
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2 [; n5 q. ~% L- `% e' wExhibit C (“thomas sabo”)
1 y0 [" B$ S2 |& u& gLooking at [thomas sabo] SERPs, they feel like a déjà-vu. Another jewelry brand, another wave of artificially boosted shops shipping either replica ware or just nothing at all: results 3, 4, 5, 6, 8, 9 and 10 should not be listed there at all in the first place (70%).: D/ G4 U" z3 y

9 s  w" d4 l/ V- o& O. p1 I; yAll of these sites try to appear as legit and official as possible.
6 P1 D! }9 B0 j1 Q6 y# x* NSee for yourself
  j/ Y/ g. t* H9 MBefore diving into the details, I urge you to take a look at Google’s results for these queries yourself. Try searching for other brands, too. Almost every popular brand is affected by this growing issue.
/ x6 e5 Y( m# x( B: V5 kHow they do it$ i( q7 m( D) O' N. ^' s
Now that I’ve shown you how seriously broken Google is, let’s take a look at why Google is ranking these sites so well. Since these are no legit shops after all, it’s obvious that there is no kind of “branding bonus” or boost through actual social media activity at hand. There’s only one thing that leads to these rankings. You’ve guessed it: keyworded anchor-text heavy links.) f' P. G! i/ W# X" [% q
The interesting question is though: where do these sites get their (anchor-text rich) links?6 c6 K; b2 X; l! \
I have taken a look at many of these sites and found out that their link profiles are basically comprised of two kinds of links: automated forum and blog spam along with some hacked websites.  {4 u4 I7 @  e& \( y! j
Let’s take a look at the anchor text variation of result #1 for “nfl jerseys”:4 ]. @; r# {( E/ J- g+ C* ^* Y, P, p

  F6 U* b" f% W# GThis site also has a page authority of 64 and a domain authority of 57, according to Open Site Explorer.
$ j6 T6 @4 B& i2 SGoogle's best guess for "pandora jewelry" looks similar:
, |9 u- I! d! R' `0 h8 k- u# B; p' F: C9 m" O
And the #1 "thomas sabo" result:
: B3 L5 H( O/ r) x; d
# e$ p' Q* s4 RYou might be surprised to see plain-old forum spam work this well, but let me get one thing straight: it’s not like Google is not penalizing or de-indexing any of these sites. I see them come and go on a daily basis (although some actually seem to stick for weeks or even months).
' @" f4 I2 M* f/ @4 WHowever, these people (or rather organizations) push such huge amounts of these sites into the web that Google - obviously - is having quite a hard time catching up.
: y( c+ R7 M) g+ f: e+ j- o4 ]' OIn some way, and this is my personal opinion, this might be related to the Caffeine update - Google is now crawling and ranking sites a lot faster than ever before, but it appears overall search quality has suffered dramatically in the past 6 months or so.; ?2 h3 Z! I! |! ~9 h! _
Furthermore, link placements on hacked websites are very difficult to spot algorithmically. Granted, many of those links are not visible to the human eye and that should raise some flags since Google is capable of rendering any page, but overall it’s not comparable to catching automated posts on tens of thousands of web forums.% V: D  e) X1 E+ X2 \1 S4 Y
What really should have set Google's alarm off, though, are the link growth patterns. Let's take a look at the "nfl jerseys" top 3:
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Two of these sites started spamming back in April 2010 and are still ranking in January 2011. Go figure.
5 X8 u, t$ y4 Z5 ]- |Same goes for "pandora jewelry" and "thomas sabo":( t% [: K  [) ]6 M& V. [! J

% d. i# o; E; X, C. q+ f& C! K
; ^9 }! G, P4 y- W1 P& \1 @; aYou get the picture.
2 F3 o& ?( `5 z1 h1 {. C+ E) aWhat Google needs to do about it
* q; ^* H4 K* ~( ^# X. ^! ^& LRand talked about it already, and his advice is instantly applicable to this issue: Google needs to greatly lower the value of keyword-rich anchor texts.
: g) |, c5 ]1 P, aThink about it: if Google had not at all taken anchor text into account for these sites, none of them would probably rank anywhere near the top 10 results. Their links come from very different sources, and almost none of those sources is even remotely related to what their pretending to be selling.0 i$ g' S; ]7 [' j
As long as anchor text links outrank links from actually related websites, this is not going away anytime soon. Same goes for exact match keyword domains, by the way.' v" O% ?- I- Y$ B  y3 i
I do realize that anchor text is very important, but its abuse has reached a point where it’s no longer a ranking signal to be trusted as much as it currently is. Heck, I've actually seen websites rank #3 for these terms with one single sentence on the page: "seized by Department of Homeland Security".
& r9 o2 f2 t/ z! m3 PWhat it means for SEO
' o) _* ~; N/ Y  x* ~Google has a serious problem, and I’m sure that they have been working on it relentlessly for quite some time now.
( h, R8 Z# k( u: O, |What it means for SEO is that whatever is working for the sites mentioned in this article - it will probably stop working soon. I would not be surprised to see Google shift even more ranking signal power from anchor-text heavy links to relevant social media “chatter”. I have a feeling that it’s gaining more traction as we speak.8 n2 I! ~- M  t& `$ U2 T
Of course, tweets and status updates can be spammed, bought and faked, too. But at least it will buy Google some time.+ T* y' f% S( ~# l' R7 J) O
This fight is never over nor ever "won" by anyone. Ever.
2 v* |, }* P" k: q* W. V. PHow to identify these sites as a consumer* h$ p  y* t% {7 V/ |
Since I don’t want any of you to order from these guys and receive either fake goods or nothing at all, here’s some advice to identify them:0 k' k' P: h! Z! j
Most of these sites:
  • offer unrealistic discounts (>=50% are pretty much everywhere)
  • have no actual postal address
  • supply only a contact form or
  • supply only a GMail/Hotmail email address to contact them
  • feature way too many “trusted logos” in their footer
  • are written in poor English
* a) ?% Q9 Z; m! J! e/ R% `0 H4 g
Considering that most of the sites I talked about earlier already ranked well while all the holiday shopping took place, I can only imagine the damage done to thousands of families and individuals.# \* |( N$ B# j3 g3 {0 u3 K
Please be cautious and remember that if a deal sounds too good to be true, it very probably is.
- q& N3 J+ `2 m+ \- C# S1 h. v8 C& t( JSince this is my first article for SEOmoz, please let me know in the comments if you liked this article and give me a “thumbs up” if you did. In case you’ve even been affected by this kind of fraud personally, I’d love to hear from you, too.
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