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Nachrichten zu Spam und DMMV. Google, AltaVista, Lycos und Alltheweb nehmen Stellung. Lycos Spam-Regeln.
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WPN Archiv 2003
WPN
Archiv 2002
Web Positioning Newsletter, ISSN 1610-3920, Juli 2002
Spam und DMMV Google, AltaVista, Lycos, Alltheweb nehmen Stellung
Lycos Spam Regeln
Pay per Click / Pay per Listing
Aktuelle Ausgabe
Spam und DMMV
Der Deutsche Multimedia Verband (dmmv) empfiehlt eigenartige Methode für "sauberes Suchmaschinen-Marketing"
"Am Anfang einer Website sollten in einigen Zeilen Kommentare und
Schlüsselwoerter eingefügt werden, die auf der Website selbst nicht
angezeigt werden, aber von vielen Suchmaschinen ausgewertet werden."
Wir lehnen solche Methoden der Rosstäuscherei ab genau so wie die
Betreiber
der wichtigsten Suchmaschinen. Gerda v.
Radetzky hat sie zur DMMV-Empfehlung befragt:
Dr. Monika Henzinger, Director of Research bei Google in Mountain View / CA: "Wir können dem Text nicht trauen, den der Besucher nicht sieht!"
Thomas Dominikowski, Product Manager Search Products bei Lycos Europe: "Gerade die besagte Empfehlung, nicht sichtbaren Text auf der Website zu platzieren, läuft klar unseren Spam-Regeln zuwider."
Andreas Hartmann, Product Manager bei AltaVista, Palo Alto / CA: "Kommentare und Schlüsselwörter, die ... nur dem Ziel der Verbesserung der Suchmaschinenposition dienen, werden von AltaVista als Spam identifiziert. Ein Site-Betreiber schneidet sich bei Überreizung dieser Technik ins eigene Fleisch, denn solche Sites werden entweder nach unten gerankt oder aus dem Index entfernt."
FAST, Betreiber von Alltheweb und größter Gegenspieler von Google, nimmt manipulierte Websites auch nicht auf: "FAST's policy is to ... disregard Search Term Stuffing when building the index and computing static rank, and to reduce the static rank of the documents containing it." (vr)
Lycos Spam Regeln
Lycos
Spam and Offensive Content Policy
Vorabveröffentlichung mit
freundlicher Genehmigung von Lycos Europe
Spam
on the web is defined by Lycos Europe as any kind of methods and techniques
which aim to manipulate search engines. Spamming is normally used in order
to improve the ranking of particular web pages in the search results list of
the search engine, thus increase traffic on certain sites.
In the following the most popular methods are listed in a general way to
give Lycos users and customers an idea about what is forbidden and will be
penalized by Lycos.
Keyword
stuffing
are different methods which add lots of keywords, for which a particular web
page shall be found on in the search engine. While a normal keyword
optimization is a normal and legitimate method of publishing a web page, it
is regarded as spam if the following criteria apply:
-
the
keyword lists are unreasonably long,
-
the
keyword listings are invisible for the normal human visitors of the web page
(regardsless by which technology this is achieved, e.g. hidden text in the
page body, redirect/refresh of the page, cloaking etc.)
Doorway page stuffing and similar methods are pages, which main purpose is to be a doorway (bridge, link page) to other pages with the actual target. These pages are normally optimized for being found on particular keywords. In some cases doorway pages can have important and neccessary functions (e.g. enabling access to dynamically generated web content). This is regarded as legitimate as long as there are only a very few (up to 3) doorway pages for one particular target page. If there are more doorway pages in use, this will be regarded as spam.
Link stuffing are methods which produce a lot of artificial inbound links from other web pages to a particular web page in order to influence the link popularity algorithm of the search engine. This is regarded as spam if the inbound links are artificially created and have the main purpose to mislead the search engine.
Domain stuffing or URL stuffing are methods where identical or very similar content is hosted under a lot of different domain names or URLs in order to submit all the different URLs to the search engine and to occupy a bigger part of the results list. It is absolutely legitimate if a web site is mirrored under different domain names while only one of these domains is submitted to the search engine. But if an identical or very similar site is submitted various times with different addresses, this is regarded as spam.
Irrelevant content: Any attempt to submit a website which aims to be found for keywords that are not relevant for the actual content of the page (regardless by which method) will be treated as spam.
Cloaking
and redirects
can be useful technologies for optimizing a web page. But they are regarded
as spam if the content of the web page which is delivered to the search
engine spider is not identical or at least very similar to the web page
which is shown to the human visitor.
This overview is not meant as a complete and sufficient definition of spamming.
Since there is constant flux in methods and technologies of spamming on the
web Lycos will change and update this policy regularly. Furthermore Lycos
has the right to define spam on a case-by-case basis for particular web
pages.
Offensive content filtering
Lycos
will not include web pages in the index which include offensive content. All
submitted web pages will have to pass offensive content control checks and
can be excluded from the index without further statement. The goal of this
measure is to offer family-friendly content which is not suited to hurt the
feelings of a the search engine users.
"Offensive
content" is not only defined as clearly illegal content, but does also
subsume issues like glorification of violence, extreme political positions,
hardcore porographics etc. Offensive
content can be defined at the discretion of Lycos on a case-by-case basis.
***
Ende
von "Lycos Spam and Offensive Content Policy", Stand: Juli 2002 ***
Pay per Click / Listing / Performance (PPC / PPL / PPP)
Der Markt im Geschäft der bezahlten Schlüsselwörter, um in Such-Ergebnislisten vor den kostenfreien Ergebnissen aufzutauchen, wird immer härter. Solche Dienste werden als Pay-per-Click, Pay-per-Listing, Pay-per-Performance bezeichnet.
Erkennbar sind solche Links an Zusätzen wie "Sponsored Links", "Empfohlene Links", "Sponsoren Links", oft farblich unterlegt. Google vermarktet den Dienst selbst, und Dr. Monika Henzinger appelliert an alle User, "anklicken, denn damit verdienen wir das Geld, um Google zu verbessern - wir wollen kein bezahlter Eintragsdienst werden" (wie Wisenut, Teoma oder Inktomi).
Lycos Europe und Tochter Fireball kündigten jüngst Espotting, dem Pay-per-Click-Dienst, der u.a. Netscape, Web.de und Yahoo! Deutschland versorgt. Das Rennen ab 2003 macht Overture, die u.a. T-Online und AOL beliefern.
AOL hat sich jüngst von der beim Eintrag kostenpflichtigen Search Engine Inktomi getrennt und lässt die Suchergebnisse von Google liefern. AOL nimmt die bei Google gekauften Links nicht auf. Wer bei Google und bei AOL unter den "gesponsorten Links" auftauchen will, muss die entsprechenden Keywords bei Google und bei Overture kaufen. (vr)
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