1. What Google Knows About Spam Matt Cutts

2. What is ?

5. What we know #1: What is the root cause of spam?

7. Welcome to our church! We welcome all worshipers. Daily Mass, 8 am, Monday to Thursday. Communion service at 8 am on Friday. Weekend Masses: Saturday, 5:30 pm; Sunday, 10:30 am 101 Main Street, 555-4242

8. Welcome to our church! We welcome all worshipers. Daily Mass, 8 am, Monday to Thursday. Communion service at 8 am on Friday. Weekend Masses: Saturday, 5:30 pm; Sunday, 10:30 am 101 Main Street, 555-4242 CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM

10. Trust and reputation help to reduce spam

11. Feedback, Ratings, Real-world Signals

12. Google has PageRank

13. Trust is harder to spam Build reputation or trust into your system Make spammers lose time or effort. Frustrate them Distilling trust out of noisy data is a great business model

14. Search engine optimization isn't spam You can find whitehat SEOs to help you Ask for references and check them Make sure they'll tell you exactly what they're doing Make sure the SEO abides by search engine guidelines Big sites: Tweaking internal linkage, keywords on page Smaller sites: Creative ideas for linkbuilding and marketing

15. If it sounds too good to be true.. Subject: "Amazing Search Engine Secrets"!!! Sent: Tuesday, March 14, 2000 From: Google Info [mailto:google@yahoo.com] Drive Your Web Counter Ballistic!! “New” Information… Discovered By A Computer Illiterate Man in Massachusetts Can Practically Hand You the Top Search Engine Positions…And Add 2,350 Hits a Day to Your Web Site Overnight!”

16. Critical thinking skills

18. Spammers are human & make mistakes Spammers leave footprints by accident

19. Simple steps prevent most spam

20. Get off the beaten path Simple tests that almost any human can do Type the word 'orange' below What is 3 + 5? Require a valid email to approve a comment Reverse CAPTCHA: "Leave this field blank"

21. http://www.thepcspy.com/kittenauth

22. Spam will soon be more dangerous Installing malware from a webpage Keep your software fully patched Use a hosted service instead of running software yourself Look for cross-site scripting (XSS) holes

23. Takeaways 1.Build reputation and trust into your service. 2.Get off the beaten path. Be less of a target. 3.Make spammers spend money, time, or effort. Frustrate them!

24. Register your site at google.com/webmasters/ and we'll alert you to hacks