The Current State of Email Security 1

Total Page:16

File Type:pdf, Size:1020Kb

The Current State of Email Security 1 The Current State of Email Security 1 The Current State of Email Security The Current State of Email Security 1 Table of Contents SECTION 01 State of the Industry ..............................................................................................................02 SECTION 02 External Threats ......................................................................................................................05 SECTION 03 Internal Threats ....................................................................................................................... 19 SECTION 04 Protect Your Organization and Reduce Risk ...................................................................28 The Current State of Email Security 2 State of the Industry State of the Industry The Current State of Email Security 3 Today’s businesses rely heavily on email to Concerns Posed by communicate with clients, partners, and Different Email Threats colleagues. But research suggests that % Who Ranked them in their Top 3 Concerns organizations are lacking when it comes to protecting themselves against the increasing Has Direct Experience No Direct Experience number of customized and complex attacks. With Hack With Hack Viruses IT security pros 51% without direct hack When polled by Mimecast, 83% of IT security experiences are more 65% likely to rank viruses managers said they see email as a primary and malware among Malware their top three email source of attack, yet 65% claim they aren’t fully 51% security concerns... equipped to resolve the risks associated with 64% email threats. Respondents’ perceptions of Spam primary security threats also appeared to change 31% 32% based on having experienced a successful Insider Threat/Employee Data Leakage breach. However, viruses, malware, spam, and 34% insider threats remain the top concerns for 29% both groups, both with and without breach Financial Fraud/419 Crime experience. 24% 27% Similarly, security vendor Proofpoint reports that Spear-Phishing 21% email continues to be the primary threat. In the 25% first quarter of 2016, malicious email volume Ransomware increased by 66% from the previous quarter, with 20% attachments as the preferred delivery method 24% Social Engineering over embedded links. ...while those with 24% recent, direct 15% experience are more likely to be Offensive/Inappropriate Content concerned by social engineering and 20% other threats. 11% Cyberbullying and Harassment 24% 10% “Business Email Threat Report,” 2016, Mimecast State of the Industry The Current State of Email Security 4 Thanks to cloud computing and ubiquitous Today, mitigating security risks requires that broadband, today’s employees can usually send companies take a holistic approach to finding the and receive email from any location and from right solution by considering the mindset of the any device—both a blessing and a curse. This attacker, the various threats present, and current complicates email security, as any feasible solution trends. Whether your chosen email solution is must cater to multiple platforms and devices. located in the cloud or on-premises, assessing both external and internal threat risks is essential. Hackers are professionals at what they do, and they don’t follow any set rules. In addition to This report explores email security threats’ most more common security threats, email is often a common delivery methods and identifies their vehicle for more sophisticated attacks. Phishing, risks to your organization, offering effective for example, uses email to gain network entry, solutions to both internal and external threats which could lead to malware installations, and how to implement them. credential theft, and more. While email remains a primary threat, we cannot ignore that email security must be part of a larger cybersecurity defense policy. Birth and Rebirth of a Data Breach Email in hihin Peron er eto alare ntallation Email lter Attachment ehaior e of Stolen Steal Creential Creential irect ntall acoor C am Payment S Terminal alare Scraer Eort ata Controller “Data Breach Investigations Report” 2016, Verizon The Current State of Email Security 5 External Threats External Threats The Current State of Email Security 6 Given its high usage, it’s no surprise that email remains a primary target for those who wish to disrupt business operations or acquire confidential data. But what exactly motivates attackers to do what they do? In a Ponemon Institute survey of more than 300 technically proficient hackers, 69% claimed financial motivation, with 72% confirming that they select the easiest target first. What stops a hacker in his or her tracks? Looking for easy targets, 69% of the Ponemon survey respondents would quit an attack if the target had a strong defense. But the reality is that hackers continue to become more agile; 67% of surveyed respondents can more swiftly facilitate attacks due to an increase in the number of exploits and vulnerabilities. Why Time to Plan and Execute an Attack Has Decreased More Than One Response Permitted Increased Number of Known Exploits and Vulnerabilities 67% Improved Skills as a Hacker 52% Improved Hacking Tools 46% Improved Collaboration Within the Hacking Community 22% Improved Intelligence About Targeted Organizations 20% Other 4% “Flipping the Economics of Attacks,” 2016, The Ponemon Institute External Threats The Current State of Email Security 7 Don’t Be An Easy Target For security professionals, the message Wide-ranging threats exist, with is clear: The best defense is a good each serving a specific purpose and offense, and protecting against inbound disrupting users to varying degrees. email threats is essential for business Some are little more than annoyances, continuity. while others require specialized knowledge to detect and remove. Email Threat Types Level of Threat of Level “Types of Malware,” 2016, Kaspersky Lab External Threats The Current State of Email Security 8 In addition to email threat types and hacker motivations, understanding attackers’ go-to techniques is a big part of a holistic strategy. Attackers gain access to their desired target credentials in four primary ways: 1. GUESSWORK: 3. VIRUS ATTACK: Repeatedly trying combinations of usernames Embedding a virus in an email to gather and passwords using automated tools and a list the required information behind the scenes of keywords gathered during online research of or grant network access that allows the target data collection 2. FRAUD: Using the same list of keywords to compose 4. SOCIAL ENGINEERING: emails directing the recipient to interact with a Using a direct request disguised as a well-known financial institution, social network, trusted contact or vendor by clicking on a link Let’s look at each of these attack methods in greater detail, highlighting the threat types used in each. Bear in mind that attackers are versatile, typically using a variety of methods and combinations of threat types. External Threats The Current State of Email Security 9 Guesswork Guesswork has little to do with email security, apart 36% from one very important consideration: Email of surveyed respondents work accounts, mail server administrator accounts, and in organizations where IT staff more are secured using usernames and passwords. share the same passwords. “Annual Security Report,” 2016, Cisco Password strength can determine how long it takes an attacker to access an email. Brute force attacks have a single goal: to acquire credentials. Employees need strong passwords as a first line of defense. But according to a Lieberman Software survey, 36% of respondents work in organizations where IT staff share the same passwords, which adds risk of a successful attack. In addition, 55% changed user passwords more frequently than administrative passwords, which is risky, since admin passwords have more system controls and should be changed more regularly than users’. A 2016 Cisco study notes that 35% of its respondents faced brute force attacks. Pay careful attention to password strength, as a seemingly innocent email can ask users to supply their login information, which provides an attacker with the necessary data to launch a brute force attack elsewhere in the organization. External Threats The Current State of Email Security 10 Fraud Email fraud can run the gamut from Adding another layer of annoying, non-threatening spam to complication, spear phishing’s targeted and non-targeted phishing more specific corporate target attacks, but how recipients handle them means that these emails typically determines the effects of the attacks. appear as internal messages from Some users may click on fake invoices a trusted company source, such presented as email attachments, while as the IT team. others may click on embedded links to sites that then launch a variety of attacks. The highest level of phishing, “whaling,” targets a specific person, Whatever the reason, one of the best such as a celebrity, political figure, or ways to reduce the risk of fraud is to business executive. In the business train employees so they are aware of world, this poses an increasingly common attack methods. They will greater threat to the level of identify potential attacks more readily clearance a high-ranking target may and also provide an additional layer of accidentally divulge. The emails used security for the organization. Common to ensnare these potential victims attack methods for email fraud include: often indicate personal or business knowledge of the recipient, typically PHISHING, SPEAR PHISHING, AND gathered
Recommended publications
  • ENT811 E-Business and Event Management.Pdf
    ENT 811 E-BUSINESS & EVENT MANAGEMENT COURSE GUIDE ENT 811 E – BUSINESS & EVENT MANAGEMENT Course Team: Dr Eunice Abimbola Adegbola (Course Writer) Department of Business Administration Faculty of Management Sciences National Open University of Nigeria Professor Mande Samaila (Course Editor) Department of Business Administration Faculty of Management Sciences National Open University of Nigeria NATIONAL OPEN UNIVERSITY OF NIGERIA 1 ENT 811 E-BUSINESS & EVENT MANAGEMENT National Open University of Nigeria Headquarters University Village Plot 91 Cadastral Zone Nnamdi Azikiwe Expressway Jabi, Abuja. Lagos Office 14/16 Ahmadu Bello Way Victoria Island, Lagos e-mail: [email protected] URL: www.noun.edu.ng Published by: National Open University of Nigeria ISBN: Printed: All Rights Reserved 2 ENT 811 E-BUSINESS & EVENT MANAGEMENT 1.0 INTRODUCTION The course E-Business & Event Management is a core course, which carries two (2) credit units. It is prepared and made available to all Postgraduate students in Entrepreneurship Programme, in the Faculty of Management Sciences, Department of Entrepreneurial Studies. This course material is useful in your academic pursuit as well as in your workplace as managers and administrators. 2.0 WHAT YOU WILL LEARN IN THIS COURSE The course is made up of Eighteen (18) units, covering areas such as; The concept and definitions an overview of Internet, mobile telecommunication and event management importance of e-business and website design Internet advertisements, online sales and E-payments achieving competitive advantages using E-adverts ATM, debit and credit cards Event Project Management Event Human Resource Event Finance Event Marketing Event and the media The Course Guide is meant to provide you with the necessary information about the course, the nature of the materials you will be using and how to make the best use of them towards ensuring adequate success in your programme as well as the practice of E-business and Events management in the society.
    [Show full text]
  • Cours De Référencement / SOE Mise À Jour Du 13 Février 2019
    Cours de référencement / SOE Mise à jour du 13 février 2019 Rémi Bachelet La dernière version de ce cours de cours de référencement / SEO est disponible sur mon site web. Cette formation est également enregistrée en vidéo Cours distribué sous licence Creative Commons, selon les conditions suivantes : Image : Source Source des images indiquées au-dessous ou en cliquant sur l’image 1 Présentation du module de formation 1. Pourquoi le SEO ? • Quelques mots-clés 2. Balayage des thèmes et chapitres du cours Qu’avez-vous retenu ? Quiz rush 2 L’optimisation pour les moteurs de recherche, le SEO/SEM Pourquoi ? Location, Location, Location. 3 Intérêt pour le e-commerce 4 L’avenir de l’immobilier • Internet : LE nouveau monde – Plus de 60 milliards de pages. • … Sans compter intranets/extranets, deep net.. • L’internet est le réseau de communication dont la pénétration aura connu la progression la plus forte et la plus rapide dans l’histoire. Il a été vingt fois plus vite que le téléphone, dix fois plus que la radio et trois fois plus vite que la télévision1. L’avenir de l’immobilier … …. est sur internet ! • Immobilier virtuel : – au lieu d’avoir « une boutique bien placée en ville », il faut désormais apparaître en bonne position sur les moteurs de recherche. – mais le positionnement sur cet immobilier virtuel est : 1. Sémantique plutôt que géographique 2. Concurrentiel : quelques places pour chaque résultat 3. Oligopolistique (Google … et les autres). 4. Éphémère : rien d’acquis – Pour • Une entreprise : un enjeu vital. • Un professionnel : des compétences très demandées 1) Comment le web change le monde, l’Alchimie des multitudes 5 6 Référencement naturel « organic » – ≠liens sponsorisés : publicité payante – Positionner son site en 1ère page des moteurs de recherche • pour des mots-clés stratégiques ou pour la « longue traine » • winners takes all : trois premiers résultats, première page .
    [Show full text]
  • Search Engine Optimization Bible
    www.it-ebooks.info 75002ffirs.qxd:Layout 1 11/7/07 8:59 AM Page i SEO Search Engine Optimization Bible Jerri L. Ledford Wiley Publishing, Inc. www.it-ebooks.info 75002ffirs.qxd:Layout 1 11/7/07 8:59 AM Page vi www.it-ebooks.info 75002ffirs.qxd:Layout 1 11/7/07 8:59 AM Page i SEO Search Engine Optimization Bible Jerri L. Ledford Wiley Publishing, Inc. www.it-ebooks.info 75002ffirs.qxd:Layout 1 11/7/07 8:59 AM Page ii For James — Because your faith was strong even when mine began to fail. Search Engine Optimization Bible Published by Wiley Publishing, Inc. 10475 Crosspoint Boulevard Indianapolis, IN 46256 www.wiley.com Copyright © 2008 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada ISBN: 978-0-470-17500-2 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 Library of Congress Cataloging-in-Publication Data is available from Publisher. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, (317) 572-3447, fax (317) 572-4355, or online at http://www.wiley.com/go/permissions.
    [Show full text]
  • <U Style=“Display: None”> What Spam Means to Network
    e-poetry 2007, Université Paris8 <u style=“display: none”> What Spam Means to Network Situationism </u> Justin Katko & Camille Paloque-Bergès • the intervention of a ‘to seem’ that replaces the ‘to have’, in order to protect it on the one side, and to mask its lack in the other 1 1. Introduction In this essay we describe and theorize upon a spam data set hidden in the source code of HTML pages at the Bureau of Public Secrets, a website housing English translations of the Situationist manifestos and communiqués.2 We attempt to build upon a fruitful coincidence: what happens when internet interventionists, “code taggers” on a lucrative Spam mission, meet interventionists of the analog era, Situationist "wall taggers”? The textuality of both groups is aimed at reaching efficiency in a networked structure, be it socially or algorithmically coded; both engage a material and performative inscription so as to activate their discourse (i.e. to make it more efficient).3 We witness the action of a mode of writing modeled on graffiti and following the Situationist axiom: “Slogans To Be Spread Now By Every Means.” By focusing on the comparable gesture of verbal propagation (slogans and spam lexicon as social viruses) and the instructional performativity of these texts, we trace a set of theories based on the fiction that Spammers and Situationists have appropriated one another’s tactics. Researcher Simon Ford recalls how one Situationist prophesized the digital future of détournement: [...] for the Situationist Raoul Vaneigem […] collaboration with the technocrats of the military- industrial complex provided only one benefit: the reversal – through détournement – of its practices for revolutionary ends: “By laying the basis for a perfect power structure, the cyberneticians will only stimulate the perfection of its refusal.
    [Show full text]
  • Wordpress 3 Ultimate Security
    WordPress 3 Ultimate Security Protect your WordPress site and its network Olly Connelly BIRMINGHAM - MUMBAI WordPress 3 Ultimate Security Copyright © 2011 Packt Publishing All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embedded in critical articles or reviews. Every effort has been made in the preparation of this book to ensure the accuracy of the information presented. However, the information contained in this book is sold without warranty, either express or implied. Neither the author, nor Packt Publishing, and its dealers and distributors will be held liable for any damages caused or alleged to be caused directly or indirectly by this book. Packt Publishing has endeavored to provide trademark information about all of the companies and products mentioned in this book by the appropriate use of capitals. However, Packt Publishing cannot guarantee the accuracy of this information. First published: June 2011 Production Reference: 1070611 Published by Packt Publishing Ltd. 32 Lincoln Road Olton Birmingham, B27 6PA, UK. ISBN 978-1-849512-10-7 www.packtpub.com Cover Image by Duraid Fatouhi ([email protected]) Credits Author Project Coordinator Olly Connelly Vishal Bodwani Reviewers Proofreader John Eckman Joanna McMahon Kevin Kelly Indexers Hari K T Tejal Daruwale Acquisition Editor Monica Ajmera Mehta Usha Iyer Production Coordinator Development Editor Aparna Bhagat Susmita Panda Cover Work Technical Editor Aparna Bhagat Dayan Hyames About the Author Olly Connelly was conceived in the Summer of Love and likes to think that he's the reincarnation of some dude who copped it after a Woodstock head-banger.
    [Show full text]
  • Ecommerce Using Search Engine Optimization (Eseo)
    ECOMMERCE USING SEARCH ENGINE OPTIMIZATION (ESEO) YEAP JIA WEI BACHELOR OF COMPUTER SCIENCE (SOFTWARE ENGINEERING) UNIVERSITI MALAYSIA PAHANG ii ECOMMERCE USING SEARCH ENGINE OPTIMIZATION YEAP JIA WEI A report submitted in partial fulfillment of the requirements for the award of the degree of Bachelor of Computer Science (Software Engineering) Faculty of Computer Systems & Software Engineering UNIVERSITY MALAYSIA PAHANG JUNE, 2012 vii ABSTRACT Ecommerce using Search Engine Optimization (ESEO) is an ecommerce system that focuses on implementing SEO techniques to improve the website‘s ranking in Search Engine Results Page (SERP). When a new web system is available online, it takes time for the site to be available in SERP. For a site to be noticed by consumers, it is shown that the site‘s ranking must be on the top area of the SERP, preferably the first page. This is why SEO is important in improving the ranking of a website. One of the approaches is by modifying various elements in the design of the website to effectively increase the relevance of its content to the query of consumers. In ESEO, item information input by user will be used to customize the content generation of the webpages. The optimization works in the form of auto page generation without requiring users‘ active intervention. viii ABSTRAK Ecommerce dengan menggunakan Optimasi Enjin Pencari (ESEO) ialah sebuah sistem ecommerce yang bertumpu pada mengaplikasikan teknik SEO untuk memperbaik kedudukan laman web dalam Halaman Keputusan Enjin Pencari (SERP). Apabila satu laman web dimuatnaik ke atas internet, ia mengambil masa untuk muncul dalam SERP. Kajian menunjukkan satu laman web mesti berada di kedudukan atas SERP untuk dinampak pengguna, seboleh-bolehnya dalam muka surat pertama.
    [Show full text]
  • Ent 401 E-Business 1
    ENT 401 E-BUSINESS COURSE GUIDE ENT 401 E - BUSINESS Course Team Dr. Toyosi Daniel – BU (Course Writer) Department of Information Resource Management Faculty of Management Sciences Babcock University Bilkisu Katagum – NOUN (Course Writer) Department of Entreprenuerial Studies Faculty of Management Sciences National Open University of Nigeria Oluremi Oyedokun – NOUN (Course Writer) Department of Entreprenuerial Studies Faculty of Management Sciences National Open University of Nigeria Dr. Madu Galadima - NOUN (Course Editor) Director ICT Unit National Open University of Nigeria Dr. Lawal Kamaldeen A.A (H.O.D) – NOUN Department of Entrepreneurial Studies Faculty of Management Sciences National Open University of Nigeria Dr. Timothy Ishola (Dean) Faculty of Management Sciences National Open University of Nigeria NATIONAL OPEN UNIVERSITY OF NIGERIA 1 ENT 401 E-BUSINESS National Open University of Nigeria Headquarters University Village Plot 91 Cadastral Zone Nnamdi Azikiwe Expressway Jabi, Abuja. Lagos Office 14/16 Ahmadu Bello Way Victoria Island, Lagos e-mail: [email protected] URL: www.noun.edu.ng Published by: National Open University of Nigeria ISBN: Printed: 2017 All Rights Reserved 2 ENT 401 E-BUSINESS CONTENTS Introduction Course Contents Course Aims Course Objectives Working through This Course Course Materials Study Units Textbooks and References Assignment File Assessment Tutor-Marked Assignment Final Examination and Grading How to get the Best out of this Course Facilitators/Tutors and Tutorials Useful Advice Summary 3 ENT 401 E-BUSINESS 1.0 Introduction The course E-Business (ENT 414) is a core course, which carries two (2) credit units. It is prepared and made available to all undergraduate students in the Entrepreneurship Programme, in the Faculty of Management Sciences/Department of Entrepreneurial Studies.
    [Show full text]
  • CLASSIFICATION of IMAGE SPAM a Thesis Presented to the Graduate
    CLASSIFICATION OF IMAGE SPAM A Thesis Presented to The Graduate Faculty of The University of Akron In Partial Fulfillment of the Requirements for the Degree Master of Computer Science Shruti Wakade August, 2011 CLASSIFICATION OF IMAGE SPAM Shruti Wakade Thesis Approved: Accepted: _______________________________ _______________________________ Advisor Department Chair Dr. Kathy J. Liszka Dr. Chien-Chung Chan _______________________________ _______________________________ Committee Member Dean of the College Dr. Zhong-Hui Duan Dr. Chand Midha _______________________________ ______________________________ Committee Member Dean of the Graduate School Dr. Chein–Chung Chan Dr. George R. Newkome ________________________________ Date ii ABSTRACT Image spam is one of the most prevalent forms of spam ever since its inception. Spammers have refined their spamming techniques to use smaller, more colorful and photo quality images as spam. In spite of numerous efforts to build efficient spam filters against e-mail spam by researchers and free-mailing services like yahoo mail, Gmail etc spam filters still fail to arrest image spam. This research is an attempt to understand the techniques used in spamming and identifying a set of features that can help in classification of image spam from photographs. A set of eight features were identified based on observations and existing research in this area. Among the eight features, six features have been introduced by us and two other features have been included from previous research. Data mining techniques were then applied to classify image spam from photographs. Identifying a set of efficient yet computationally inexpensive features was the objective that guided this research work. We achieved classification accuracy of 89% for the test samples.
    [Show full text]
  • Wrox.Professional.Search.Engine
    00929ffirs.qxd:00929ffirs 3/13/07 10:36 AM Page iii Professional Search Engine Optimization with PHP A Developer’s Guide to SEO Jaimie Sirovich Cristian Darie 00929ffirs.qxd:00929ffirs 3/13/07 10:36 AM Page ii 00929ffirs.qxd:00929ffirs 3/13/07 10:36 AM Page i Professional Search Engine Optimization with PHP 00929ffirs.qxd:00929ffirs 3/13/07 10:36 AM Page ii 00929ffirs.qxd:00929ffirs 3/13/07 10:36 AM Page iii Professional Search Engine Optimization with PHP A Developer’s Guide to SEO Jaimie Sirovich Cristian Darie 00929ffirs.qxd:00929ffirs 3/13/07 10:36 AM Page iv Professional Search Engine Optimization with PHP: A Developer’s Guide to SEO Published by Wiley Publishing, Inc. 10475 Crosspoint Boulevard Indianapolis, IN 46256 www.wiley.com Copyright © 2007 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada ISBN: 978-0-470-10092-9 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 Library of Congress Cataloging-in-Publication Data: Sirovich, Jaimie, 1981- Professional search engine optimization with PHP : a developer's guide to SEO / Jaimie Sirovich, Cristian Darie. p. cm. Includes index. ISBN 978-0-470-10092-9 (pbk.) 1. PHP (Computer program language) 2. Web sites--Design. 3. Search engines. I. Darie, Cristian. II. Title. QA76.73.P224S525 2007 005.13'3--dc22 2007003317 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600.
    [Show full text]
  • Referencement.Html” Title=“Cours De Site Web 2.0 Pour Augmenter Le Pagerank D’Un Site (Blogs, Wikis..)
    Cours de référencement / SOE Présentation du module de formation 1. Pourquoi le SEO ? • Quelques mots-clés 2. Balayage des thèmes et chapitres du Cours distribué sous licence Creative Commons, selon les conditions suivantes : cours Source des images indiquées au-dessous ou en cliquant sur l’image Image : Source 1 2 Intérêt pour le e-commerce L’avenir de l’immobilier • Internet : LE nouveau monde – Plus de 21 milliards de pages. • … Sans compter intranets, extranets, undernet, deep net.. • L’internet est le réseau de communication dont la pénétration aura connu la progression la plus forte et la plus rapide dans l’histoire. Il a été vingt fois plus vite que le téléphone, dix fois plus que la radio et trois fois plus vite que la télévision 1. L’avenir de l’immobilier … …. est sur internet, • Immobilier virtuel : – au lieu d’avoir « une boutique bien placée en ville », il faut désormais apparaître en bonne position des réponses obtenues par les internautes sur un moteur de recherche. – mais le positionnement sur cet immobilier virtuel est : 1. concurrentiel. 2. contrôlé par un nombre réduit d’acteurs (Google … et les autres). 3. éphémère, – Pour • Une entreprise : un enjeu vital. • Un professionnel : des compétences très demandées 1) Comment le web change le monde, l’Alchimie des multitudes 3 4 Pourquoi le SEO ? Quelques mots-clés • Publicité – Search engine marketing • Social media optimization • Paid inclusion • Pay per click ère • AdWords • Affiliate marketing • Conversion funnel / entonnoir de conversion • – Référencement naturel (≠liens sponsorisés) : positionner son site en 1 Conversion optimization page des moteurs de recherche • Algorithme de ranking • pour des mots-clés stratégiques ou pour la « longue traine » – PageRank • TrustRank • SERP Rank • Web harvesting • winners takes all : trois premiers résultats, première page .
    [Show full text]
  • “Black Hat” Search Engine Optimization
    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 ...............................................................
    [Show full text]