This week in the WSJ.com (subscription only, I’m afraid) I wrote about web spam — the growing penetration of faux websites that ride up the search engines and muddy the Internet for all of us. I based it around the recent case of subdomain spam, well documented by the likes of blogs like Monetize. Briefly websites controlled by one Moldovan hit the high rankings on several major search engines using techniques that are imaginative, but not exactly beyond the intelligence of savvy search engine builders. It’s not as intrusive as spam in your inbox but it’s trashing the web and undermining the usefulness of search engines.
But it’s not just ordinary search results that get spammed. It’s news. A search for “ringtones” on Google News, for example, throws up “free mono ringtones” as the top item:
(“Ringtone” throws up similar results.) Amazing, not only is it the top story but all the six “related” stories you can see as a green link below the four are from the same domain, advertising a range of goods that can hardly be lumped together with ringtones, including sildenafil and tenuate. (Searches of those words on Google News also have the same domain as top ranked, at least at the time of writing. Here and here. In fact the results for tenuate do not throw up a single news story; all eight matches are web spam.)
The sites in question are all subdomains of www.vibe.com, an online magazine which is indexed by Google news for its pieces on musicians. The pages that hit the top rank of results for ringtone and ringtones, however, are community messageboard pages, and clearly marked as such, which makes me wonder how either the web spammer is fooling the Google bots into indexing pages which are clearly not news by any definition, or why Google’s bots aren’t doing the job they’re supposed to be doing.
(MSN’s news search comes out well, without any spam in sight, as does A9, which is basically the same engine.) But why are these sites getting indexed and included in news searches? I can only assume ringtones are such big business that it’s worth the web spammers doing their damndest to push their results up not only ordinary search rankings, but I would have thought Google and Yahoo! would be on top of this. Apparently not.