Splog And Blog – Tell The Difference

If you are a blogger, chances are, you have either dealt with spammers already, or will be doing so in the future when your blog becomes more popular. These days, spammers are using any means necessary to get their links on your blog. These tactics include link filled comments, bogus pingbacks and bogus trackbacks. What I’m going to focus on within this article is deciding, whether a pingback or trackback is coming from a legitimate blog or not.

The example I use in this post will be from a random site that is attributed to a bogus trackback url that was found on a Mashable.com post. I won’t be directly linking to the example site because that is what those spamming bastards want. Determining whether a blog is fake or real is easy once you figure out the patterns. Granted, these patterns change from time to time, here is a collection of tactics I use to determine if a blog is fake or not.

What Is The Difference Between A Splog And Scraper?

Special thanks to Lorelle who stopped by and added her definition for these two terms in the comments section of this post.

A splog is a “spam blog”, a blog with little or no purpose other than to promote or sell something and make the blog owner money. The content is usually made up, or duplicated throughout the different posts, or a collection of post titles and excerpts from a variety of keyword matching posts in a link list.

A scraping blog is a blog that uses an automatic tool, often a WordPress Plugin, that snatches the content from legitimate blogs, called “scraping”, and uses it as its own with no original content. Some present the content in full posts, a big copyright no-no, or as an excerpt, often as you mentioned, with the “Charles wrote something interesting today” lead-in.

Also, according to Lorelle, “A scraping splog is the worst of both types.”

Precautions First:

When you discover that someone has linked to your post, the first thing you should do before visiting the site to check it’s authenticity is to make sure you have popup blocking software turned on as well as anti-virus software. I use something called Ad-Block-Plus which is an awesome FireFox extension. I highly recommend it. The reason for these precautions is that, it doesn’t take much for you to be infected with something. Especially if you run a Windows based machine that doesn’t have the latest security updates.

Checking The Theme:

The first thing to check for when visiting the source of the trackback URL is the blogs theme. A lot of spammers will generate a blog with the default theme and in the case of WordPress, this theme is called Kubrick. Here is an example of what I’m talking about.

Default WordPress Theme

Kubrick is actually a fantastic default theme for WordPress. Quite a lot of people end up using this theme. I also wanted to mention that spammers do use different themes other than Kubrick. In fact, I’ve noticed many of the sploggers are now using themes other than Kubrick. This is when it’s time to evaluate the content of that particular site. But before we move on, I want to show you something that appears on this blog that should never appear on ANYONES blog.

Adware On A Blog

Don’t worry, this is only an image. This is what I found on this particular example of a splog. If you were to click on this banner, you would probably be infected with some sort of adware or trojan even if you were protected by software. No blog should ever have an advertisement like this displayed on their blog. This is a dead give away to get the hell out of there before it’s too late.

Checking Out The Content:

Lets take a closer look at the content posted within the image up above. That post generated a trackback URL on Mashable.com, a very popular website covering social-networking and all that jazz. A good score for the spammer as they are sure to receive some sort of traffic through that backlink. Within this image, the title of the post matches the title of the original post on Mashable. The next dead give away is the text “By Charles“. There is no one on that blog by the name of Charles. In my experience, the spammers software automatically places a random name into the Author Field of the post. This author name usually links to the original post but in this case, the author name is not linked.

Another suspect of a splog is the related content. In the screenshot, you can see the title of the blog is Social Sites News. And since they linked to Mashable, you would think this blog is about social-networking and web 2.0 stuff. So why then, is there a link near the top of the page, to an article about Great Barrier Reef holds drug key to diseases. The reason is because, these spammers use software that resembles search engine spiders. They crawl content across the internet that contains a predefined list of keywords. Once an article is discovered that contains a keyword, the software scrapes the content, and then links to it, generating a trackback or pingback url. Here is some evidence that further substantiates my claims.

Categories Of Keywords

Each keyword this splog is targeting is labeled as a category. This is just a sample of the categories listed on this splog. I recognize the fact that there are bloggers out there that blog about A LOT of different subjects and each one of those subjects can be a category. Thankfully, there are other attributes that play into the matter as to whether the site is legit or a splog.

Checking The URL:

I’ve actually taken some flack for this section of the post. I’ve had numerous people tell me that the question mark and the obscure link text is nothing more than proof that the blogger in question doesn’t know about SEO friendly URLs. The 99% claim is not in general, that was a number based on my own experiences.

The question mark that is sometimes included in the URLS that these sploggers generate is nothing more than evidence that either the blogger doesn’t know about SEO friendly URLs, hasn’t bothered to change them, or at the very least, a potential sign that the blog may be that of a splog.

I’ve also been told by Jonathon Bailey to look at the actual domain of the said blog. According to Jonathon, many sploggers are using .info domains because of their cheap price. However, sploggers will use anything they can get their hands on in order to achieve their goal which usually consists of making a profit.

The Default Meta:

I’ve been informed that the default Meta block that is displayed by default on every fresh install of WordPress is not an indication of anything. At first, I thought the login link was a security issue, but Lorelle has reminded me that if someone wants to try to login to gain access to your administration panel, they probably already know the login link thus, making my LOGIN link security issue a moot point.

Blog Postings With Many Misspelled Or ReArranged Words:

Words that don’t make sense, are scraping splogs which run the stolen content through a spinning process, which “translates” the content to make it “different” from the original while staying the same and often injects ad links into the content or keywords that match whatever it is they are selling.

Conclusion:

This is by no means the end all be all of ways of determining a legitimate blog from a splog. These are all tactics that I use for this blog in determining whether a trackback or a pingback is actually legitimate. I will admit, I did comment on a blog one time, thanking them for linking to me. At first glance, they looked pretty legitimate but instead, I found out they scraped the content of a Mashable post and published the entire article word for word. Since the Mashable article linked to me, this splogger also linked to me. After that experience, I told myself that I would closely examine any other site that linked to me to determine it’s legitimacy.

If you feel up to taking on these bastards head on, you can check out a post that Lorelle ( How to Stop Content Theft: The Best Tips ) published on her blog which has tips and suggestions on how to report these time wasters.

I wanted to take this time to remind you that as a blogger, it is your responsibility to ensure that these crappy spammers don’t fill your blog with porn links, or links that would otherwise put your readers in danger. I’m sure Mashable tries to do a good job at combating spam and deleting bogus trackback URL’s, but as my example up above shows, they can’t get every one of them. As a reader, if I were to click a URL on Mashable.com which clearly looked related to the article in question, and that site ended up infecting me, I sure as hell would hold Mashable.com responsible for the infection. Wouldn’t you? If every blogger did their part with their own blogs to combat this problem, I’m pretty sure that spamming blogs would become a business model not worth pursuing.

If you disagree with anything you read in this post, or if you have some additional tips, feel free to post them below.