BBC News reported today that 19 SEO / marketing companies have been caught in a sting to sniff out black hat SEOs.
The New York local attorney general’s office created a fake yoghurt shop in Brooklyn, New York, and then hired SEO companies to help promote its website.
Some of the companies offered to post fake reviews of the business on websites such as Yelp, Google and CitySearch.
The SEO firms created fake online profiles to create the made-up reviews. No attempts were made to actually visit the business in question or check that it even existed.
Some of the SEO companies outsourced the writing to freelance writers who follow writing briefs, which include general topics and also keywords to use in the reviews – these often attract more Internet searches. Some of the writers were living in the Philippines, Bangladesh and Europe, and not only had no knowledge of yoghurt shops in general, but had no idea that New York’s yoghurt shop was made up.
Investigations also discovered that many businesses have been creating their own fake reviews online, often members of staff are asked to sign up to review sites and write reviews as part of their “ad hoc” work description.
It is reported that 19 companies were caught performing black hat SEO. They have received a $350,000 fine, averaging $18400 per company – although I do not know how this is divided.
“By producing fake reviews, these companies violated multiple state laws against false advertising and engaged in illegal and deceptive business practices,” the attorney general’s office said.
Some of the companies caught in the act of creating fake reviews include a wig shop, dentist, massage and beauty outlets, a nightclub and a laser-hair removal company.
But, is this any different from traditional media? For years businesses have been placing reviews in newspapers, or enticing reporters to leave good reviews. Many of the old paper guides are apparently full of paid reviews (e.g. accommodation, restaurants, holidays). Not so long ago TripAdvisor was in the news for publishing fake reviews.
The Internet is a funny old place and online marketing is a game of few actual laws.
