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Google Webmaster Central Blog
Official news on crawling and indexing sites for the Google index.
With 2017 well underway, we wanted to take a moment and share some of the insights we gathered in 2016 in our fight against webspam. Over the past year, we continued to find new ways of keeping spam from creating a poor quality search experience, and worked with webmasters around the world to make the web better.
We do a lot behind the scenes to make sure that users can make full use of what today’s web has to offer, bringing relevant results to everyone around the globe, while fighting webspam that could potentially harm or simply annoy users.
Webspam trends in 2016
- Website security continues to be a major source of concern. Last year we saw more hacked sites than ever - a 32% increase compared to 2015. Because of this, we continued to invest in improving and creating more resources to help webmasters know what to do when their sites get hacked.
- We continued to see that sites are compromised not just to host webspam. We saw a lot of webmasters affected by social engineering, unwanted software, and unwanted ad injectors. We took a stronger stance in Safe Browsing to protect users from deceptive download buttons, made a strong effort to protect users from repeatedly dangerous sites, and we launched more detailed help text within the Search Console Security Issues Report.
- Since more people are searching on Google using a mobile device, we saw a significant increase in spam targeting mobile users. In particular, we saw a rise in spam that redirects users, without the webmaster’s knowledge, to other sites or pages, inserted into webmaster pages using widgets or via ad units from various advertising networks.
How we fought spam in 2016
- We continued to refine our algorithms to tackle webspam. We made multiple improvements to how we rank sites, including making Penguin (one of our core ranking algorithms) work in real-time.
- The spam that we didn’t identify algorithmically was handled manually. We sent over 9 million messages to webmasters to notify them of webspam issues on their sites. We also started providing more security notifications via Google Analytics.
- We performed algorithmic and manual quality checks to ensure that websites with structured data markup meet quality standards. We took manual action on more than 10,000 sites that did not meet the quality guidelines for inclusion in search features powered by structured data.
Working with users and webmasters for a better web
- In 2016 we received over 180,000 user-submitted spam reports from around the world. After carefully checking their validity, we considered 52% of those reported sites to be spam. Thanks to all who submitted reports and contributed towards a cleaner and safer web ecosystem!
- We conducted more than 170 online office hours and live events around the world to audiences totaling over 150,000 website owners, webmasters and digital marketers.
- We continued to provide support to website owners around the world through our Webmaster Help Forums in 15 languages. Through these forums we saw over 67,000 questions, with a majority of them being identified as having a Best Response by our community of Top contributors, Rising Stars and Googlers.
- We had 119 volunteer Webmaster Top Contributors and Rising Stars, whom we invited to join us at our local Top Contributor Meetups in 11 different locations across 4 continents (Asia, Europe, North America, South America).
We think everybody deserves high quality, spam-free search results. We hope that this report provides a glimpse of what we do to make that happen.
Posted by Michal Wicinski, Search Quality Strategist and Kiyotaka Tanaka, User Education & Outreach Specialist
Image Search recently launched “Similar items” on mobile web and the Android Search app. The “Similar items” feature is designed to help users find products they love in photos that inspire them on Google Image Search. Using machine vision technology, the Similar items feature identifies products in lifestyle images and displays matching products to the user. Similar items supports handbags, sunglasses, and shoes and will cover other apparel and home & garden categories in the next few months.
The Similar items feature enables users to browse and shop inspirational fashion photography and find product info about items they’re interested in. Try it out by opening results from queries like [designer handbags].
Finding price and availability information was one of the top Image Search feature requests from our users. The Similar items carousel gets millions of impressions and clicks daily from all over the world.
To make your products eligible for Similar items, make sure to add and maintain schema.org product metadata on your pages. The schema.org/Product markup helps Google find product offerings on the web and give users an at-a-glance summary of product info.
To ensure that your products are eligible to appear in Similar items:
- Ensure that the product offerings on your pages have schema.org product markup, including an image reference. Products with name, image, price & currency, and availability meta-data on their host page are eligible for Similar items
- Test your pages with Google’s Structured Data Testing Tool to verify that the product markup is formatted correctly
- See your images on image search by issuing the query “site:yourdomain.com.” For results with valid product markup, you may see product information appear once you tap on the images from your site. It can take up to a week for Googlebot to recrawl your website.
Right now, Similar items is available on mobile browsers and the Android Google Search App globally, and we plan to expand to more platforms in 2017.
If you have questions, find us in the dedicated Structured data section of our forum, on Twitter, or on Google+. To prevent your images from showing in Similar items, webmasters can opt-out of Google Image Search.
We’re excited to help users find your products on the web by showcasing buyable items. Thanks for partnering with us to make the web more shoppable!Posted by Julia E, Product Manager on Image Search
Google Safe Browsing gives users tools to help protect themselves from web-based threats like malware, unwanted software, and social engineering. We are best known for our warnings, which users see when they attempt to navigate to dangerous sites or download dangerous files. We also provide other tools, like the Site Status Tool, where people can check the current safety status of a web page (without having to visit it).
We host this tool within Google’s Safe Browsing Transparency Report. As with other sections in Google’s Transparency Report, we make this data available to give the public more visibility into the security and health of the online ecosystem. Users of the Site Status Tool input a webpage (as a URL, website, or domain) into the tool, and the most recent results of the Safe Browsing analysis for that webpage are returnedplus references to troubleshooting help and educational materials.
We’ve just launched a new version of the Site Status Tool that provides simpler, clearer results and is better designed for the primary users of the page: people who are visiting the tool from a Safe Browsing warning they’ve received, or doing casual research on Google’s malware and phishing detection. The tool now features a cleaner UI, easier-to-interpret language, and more precise results. We’ve also moved some of the more technical data on associated ASes (autonomous systems) over to the malware dashboard section of the report.
While the interface has been streamlined, additional diagnostic information is not gone: researchers who wish to find more details can drill-down elsewhere in Safe Browsing’s Transparency Report, while site-owners can find additional diagnostic information in Search Console. One of the goals of the Transparency Report is to shed light on complex policy and security issues, so, we hope the design adjustments will indeed provide our users with additional clarity.
Posted by Deeksha Padma Prasad and Allison Miller, Safe Browsing
We wanted to share with you a summary of our 2016 work as we continue our #NoHacked campaign. Let’s start with some trends on hacked sites from the past year.
State of Website Security in 2016First off, some unfortunate news. We’ve seen an increase in the number of hacked sites by approximately 32% in 2016 compared to 2015. We don’t expect this trend to slow down. As hackers get more aggressive and more sites become outdated, hackers will continue to capitalize by infecting more sites.
On the bright side, 84% webmasters who do apply for reconsideration are successful in cleaning their sites. However, 61% of webmasters who were hacked never received a notification from Google that their site was infected because their sites weren't verified in Search Console. Remember to register for Search Console if you own or manage a site. It’s the primary channel that Google uses to communicate site health alerts.
More Help for Hacked Webmasters
We’ve been listening to your feedback to better understand how we can help webmasters with security issues. One of the top requests was easier to understand documentation about hacked sites. As a result we’ve been hard at work to make our documentation more useful.
First, we created new documentation to give webmasters more context when their site has been compromised. Here is a list of the new help documentation:
- Top ways websites get hacked by spammers
- Glossary for Hacked Sites
- FAQs for Hacked Sites
- How do I know if my site is hacked?
Gibberish Hack: The gibberish hack automatically creates many pages with non-sensical sentences filled with keywords on the target site. Hackers do this so the hacked pages show up in Google Search. Then, when people try to visit these pages, they’ll be redirected to an unrelated page, like a porn site. Learn more on how to fix this type of hack.
Japanese Keywords Hack: The Japanese keywords hack typically creates new pages with Japanese text on the target site in randomly generated directory names. These pages are monetized using affiliate links to stores selling fake brand merchandise and then shown in Google search. Sometimes the accounts of the hackers get added in Search Console as site owners. Learn more on how to fix this type of hack.
Cloaked Keywords Hack: The cloaked keywords and link hack automatically creates many pages with non-sensical sentence, links, and images. These pages sometimes contain basic template elements from the original site, so at first glance, the pages might look like normal parts of the target site until you read the content. In this type of attack, hackers usually use cloaking techniques to hide the malicious content and make the injected page appear as part of the original site or a 404 error page. Learn more on how to fix this type of hack.
Prevention is Key
As always it’s best to take a preventative approach and secure your site rather than dealing with the aftermath. Remember a chain is only as strong as its weakest link. You can read more about how to identify vulnerabilities on your site in our hacked help guide. We also recommend staying up-to-date on releases and announcements from your Content Management System (CMS) providers and software/hardware vendors.
Looking ForwardHacking behavior is constantly evolving, and research allows us to stay up to date on and combat the latest trends. You can learn about our latest research publications in the information security research site. Highlighted below are a few specific studies specific to website compromises:
- Cloak of Visibility: Detecting When Machines Browse a Different Web
- Investigating Commercial Pay-Per-Install and the Distribution of Unwanted Software
- Users Really Do Plug in USB Drives They Find
- Ad Injection at Scale: Assessing Deceptive Advertisement Modifications
Posted by Wafa Alnasayan, Trust & Safety Analyst and Eric Kuan, Webmaster Relations
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