Spam double-funnel: Connecting web spammers with advertisers

Abstract

Spammers use questionable search engine optimization (SEO) techniques to promote their spam links into top search results. In this paper, we focus on one prevalent type of spam - redirection spam - where one can identify spam pages by the third-party domains that these pages redirect traffic to. We propose a five-layer, double-funnel model for describing end-to-end redirection spam, present a methodology for analyzing the layers, and identify prominent domains on each layer using two sets of commercial keywords. one targeting spammers and the other targeting advertisers. The methodology and findings are useful for search engines to strengthen their ranking algorithms against spam, for legitimate website owners to locate and remove spam doorway pages, and for legitimate advertisers to identify unscrupulous syndicators who serve ads on spam pages.