Search + Seizure: The Effectiveness of Interventions on SEO Campaigns

摘要

Black hat search engine optimization (SEO), the practice of abusively manipulating search results, is an enticing method to acquire targeted user traffic. In turn, a range of interventions-from modifying search results to seizing domains-are used to combat this activity. In this paper, we examine the effectiveness of these interventions in the context of an understudied market niche, counterfeit luxury goods. Using eight months of empirical crawled data, we identify 52 distinct SEO campaigns, document how well they are able to place search results for sixteen luxury brands, how this capability impacts the dynamics of their order volumes and how well existing interventions undermine this business when employed.