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“Black Hat” Search Engine Optimization

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THIS VERSION DOES NOT CONTAIN PAGE NUMBERS. PLEASE CONSULT THE PRINT OR ONLINE DATABASE VERSIONS FOR THE PROPER CITATION INFORMATION. NOTE LEGAL RAMIFICATIONS OF “BLACK HAT” SEARCH ENGINE OPTIMIZATION Young J. Yoon TABLE OF CONTENTS I. INTRODUCTION .................................................................................................. 160 II. WHAT IS “BLACK HAT” SEARCH ENGINE OPTIMIZATION? ............................... 162 A .Content Scraping ..................................................................................... 163 B. Link Spamming ........................................................................................ 164 C. Other Techniques .................................................................................... 165 1. Keyword Stuffing ........................................................................... 165 2. Link Farming .................................................................................. 166 3. Cloaking and Doorway Pages ........................................................ 167 III. RECENT DEVELOPMENTS AGAINST COPYRIGHT INFRINGEMENT AND SPAM BY “BLACK HAT” SEARCH ENGINE OPTIMIZATION .................................................... 168 IV. SO IS IT LEGAL? POTENTIAL LEGAL RAMIFICATIONS OF “BLACK HAT” SEARCH ENGINE OPTIMIZATION ......................................................................................... 169 A. Copyright Infringement under the DMCA .............................................. 169 1. Current State of the Law ................................................................ 169 2. Remedies ........................................................................................ 170 3. Defenses ......................................................................................... 170 4. Application to Content Scraping .................................................... 171 B. Trespass to Chattel ................................................................................. 173 1. Current State of the Law ................................................................ 173 2. Application to Content Scraping and Link Spamming ................... 174 C. The CAN-SPAM Act of 2003 .................................................................. 175 1. Current State of the Law ................................................................ 175 2. Application to Link Spamming ...................................................... 176 V. WHO CARES? POTENTIAL PARTIES WHO MAY PURSUE LEGAL ACTION AGAINST “BLACK HAT” SEARCH ENGINE OPTIMIZATION .................................................... 177 A .Website Owners ....................................................................................... 177 B. Search Engines ........................................................................................ 178 C. The Federal Trade Commission (“FTC”) ................................................ 179 THIS VERSION DOES NOT CONTAIN PAGE NUMBERS. PLEASE CONSULT THE PRINT OR ONLINE DATABASE VERSIONS FOR THE PROPER CITATION INFORMATION. B.U. J. SCI. & TECH. L. [Vol. 20 VI. GOOGLE UPDATES AND THEIR POTENTIAL FOR ABUSE ................................... 180 VII. PROPOSAL ..................................................................................................... 182 A. Important Questions to Consider in Search Engine Dispute Resolution 182 B. Administrative Agency (“Federal Search Commission”) Regulation: A Less-than-ideal Solution ............................................................................. 183 C. Creation of a Common Law Tribunal and Industry Panel ..................... 185 VII. CONCLUSION ................................................................................................. 186 I. INTRODUCTION Scholars have extolled that “[t]he architecture of the Internet, as it is right now, is perhaps the most important model of free speech since the founding [of the Republic].”1 Indeed, the Internet has become today’s most important communication tool, providing anyone with means to publish their content and reach a worldwide audience.2 Search engines, the most notable of which is Google, collect data from web pages to help users reach data or information of interest.3 According to a July 2009 study, 81 percent of all Internet users enter the web environment via search engines.4 Google handles 7.2 billion page views every day, amounting to 87.8 billion monthly search queries worldwide.5 “Most websites rely on the search engine[s] for half of their traffic,”6 and revenue generated through Google’s advertising network “either supplements or provides full-time income to many site owners.”7 The popularity of using search engines in reaching Internet content has shifted the focus of web marketing to achieving high rankings in search results. Search engine optimization (“SEO”) refers to techniques used in website design and development to improve a website’s search rankings and various 1 LAWRENCE LESSIG, CODE 237 (2d ed. 2006)). 2 Nursel Yalçin & Utku Köse, What is Search Engine Optimization: SEO?, 9 PROCEDIA SOC. & BEHAV. SCI. 487, 487 (2010). 3 Id. 4 Id. 5 Google Facts and Figures (Massive Infographic), PINGDOM (Nov. 4, 2012, 7:10 PM), http://royal.pingdom.com/2010/02/24/google-facts-and-figures-massive-infographic/. 620 million daily visitors account for these searches. Id. 6 Editorial, The Google Algorithm, N.Y. TIMES, July 14, 2010, http://www.nytimes.com/2010/07/15/opinion/15thu3.html. 7 Nathania Johnson, Google Responds to FTC’s Self-Regulatory Principles, SEARCH ENGINE WATCH (Apr. 8, 2008), http://searchenginewatch.com/article/2054454/Google- Responds-to-FTCs-Self-Regulatory-Principles. THIS VERSION DOES NOT CONTAIN PAGE NUMBERS. PLEASE CONSULT THE PRINT OR ONLINE DATABASE VERSIONS FOR THE PROPER CITATION INFORMATION. 2014] “BLACK HAT” SEARCH ENGINE OPTIMIZATION methods have developed in the field in the new millennium.8 SEO techniques fall into two broad categories: “white hat,” which search engines consider ethical and best practices, and “black hat,” which include techniques that “cheat” their way around search algorithms and have questionable ethical and legal character, although they may be highly effective in the short term. Many U.S. courts take a “dim view” of these forms of “black hat” SEO, branding them as “infringement . techniques leading to initial interest confusion.”9 In August 2012, Google announced the launch of a new search algorithm “to take into account the number of valid copyright removal notices it receives for any site”10 under the Digital Millennium Copyright Act (DMCA). Though the algorithm appeared to be a friendly nod in the direction of copyright holders of web content – most notably the Motion Picture Association of America (MPAA) and the Recording Industry Association of America (RIAA) – it signaled significant consequences in the SEO industry by punishing “black hat” practices.11 Google continues to battle against “black hat” SEO techniques with its May 2013 algorithm update, codenamed “Penguin 2.0,” designed to eradicate “black hat” web spam.12 Nevertheless, private copyright holders on the Internet may not have enough resources or interest to pursue legal action against unethical SEO practices.13 Because Google does not fully disclose the mechanisms behind its search engine algorithms, Internet professionals have also expressed concern about possible abuse by which the new algorithm could “punish innocent businesses [that] receive unwarranted notices.”14 8 See The Time Has Come to Regulate Search Engine Marketing and SEO, TECHCRUNCH (July 13, 2009), http://techcrunch.com/2009/07/13/the-time-has-come-to-regulate-search- engine-marketing-and-seo/ [hereinafter TechCrunch]. Because most search engines closely guard their algorithms as trade secrets, some believe that search engine optimization techniques are “more voodoo than science.” Id.; Jeffrey D. Goldman & Eric J. German, Pollution in the Blogosphere, L.A. Law, June 2007, at 35. 9 Goldman & German, supra note 8, at 35. 10 Cyrus Farivar, Google to drop search rankings of sites with many takedown notices, ARS TECHNICA (Aug. 10, 2012, 3:58 PM), http://arstechnica.com/tech- policy/2012/08/google-to-drop-search-rankings-of-sites-with-many-takedown-notices/. 11 Id. 12 Matt Cutts, What Should We Expect in the Next Few Months in Terms of SEO for Google?, YOUTUBE (May 13, 2013), http://youtu.be/xQmQeKU25zg. “Penguin” refers to the aspects of the Google algorithm that analyze link structures for potential spam; “Panda” refers to the aspects that analyze site content. Nick Stamoulis, Google Panda Update vs. Google Penguin Updates, BRICK MARKETING BLOG (last visited Aug. 24, 2013), http://www.brickmarketing.com/blog/panda-penguin-updates.htm. 13 Goldman & German, supra note 8, at 34. 14 Deanne Katz, Google’s New Search Rankings Penalize Copyright Infringers, FINDLAW (Aug.16, 2012, 5:46 AM), THIS VERSION DOES NOT CONTAIN PAGE NUMBERS. PLEASE CONSULT THE PRINT OR ONLINE DATABASE VERSIONS FOR THE PROPER CITATION INFORMATION. B.U. J. SCI. & TECH. L. [Vol. 20 In Part II, this Note surveys various “black hat” SEO techniques such as content scraping, link spamming, keyword stuffing and link farming, and considers how they differ from the industry-accepted “white hat” techniques. Part III provides a brief overview of provisions of the DMCA as well as Google’s recent efforts targeting infringers and other noncompliant, potentially unethical practices on the Internet. Part IV of this Note analyzes the current state of U.S. copyright
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