Combating SEO Poisoning And Its Facilitation Of Misinformation And Cyberattacks

Sharisha Sahay
Sharisha Sahay
Research Analyst - Policy & Advocacy, CyberPeace
PUBLISHED ON
Nov 19, 2024
10

Introduction

Search Engine Optimisation (SEO) is a process through which one can improve website visibility on search engine platforms like Google, Microsoft Bing, etc. There is an implicit understanding that SEO suggestions or the links that are generated on top are the more popular information sources and, hence, are deemed to be more trustworthy. This trust, however, is being misused by threat actors through a process called SEO poisoning.

SEO poisoning is a method used by threat actors to attack and obtain information about the user by using manipulative methods that position their desired link, web page, etc to appear at the top of the search engine algorithm. The end goal is to lure the user into clicking and downloading their malware, presented in the garb of legitimate marketing or even as a valid result for Google search.

An active example of attempts at SEO poisoning has been discussed in a report by the Hindustan Times on 11th November, 2024. It highlights that using certain keywords could make a user more susceptible to hacking. Hackers are now targeting people who enter specific words or specific combinations in search engines. According to the report, users who looked up and clicked on links at the top related to the search query “Are Bengal cats legal in Australia?” had details regarding their personal information posted online soon after.

SEO Poisoning - Modus Operandi Of Attack

There are certain tactics that are used by the attackers on SEO poisoning, these are:

  • Keyword stuffing- This method involves overloading a webpage with irrelevant words, which helps the false website appear higher in ranking.
  • Typosquatting- This method involves creating domain names or links similar to the more popular and trusted websites. A lack of scrutiny before clicking would lead the user to download malware, from what they thought was a legitimate site.
  • Cloaking- This method operates by showing different content to both the search engines and the user. While the search engine sees what it assumes to be a legitimate website, the user is exposed to harmful content.
  • Private Link Networks- Threat actors create a group of unrelated websites in order to increase the number of referral links, which enables them to rank higher on search engine platforms.
  • Article Spinning- This method involves imitating content from other pre-existing, legitimate websites, while making a few minor changes, giving the impression to search engine crawlers of it being original content.
  • Sneaky Redirect- This method redirects the users to malicious websites (without their knowledge) instead of the ones the user had intended to click.

CyberPeace Recommendations

  • Employee Security Awareness Training: Security awareness training can help employees familiarise themselves with tactics of SEO poisoning, encouraging them to either spot such inconsistencies early on or even alert the security team at the earliest. 
  • Tool usage: Companies can use Digital Risk Monitoring tools to catch instances of typosquatting. Endpoint Detection and Response (EDR) tools also help keep an eye on client history and assess user activities during security breaches to figure out the source of the affected file.
  • Internal Security Measures: To refer to lists of Indicators of Compromise (IOC). IOC has URL lists that show evidence of the strange behaviour of websites, and this can be used to practice caution. Deploying Web Application Firewalls (WAFs) to mitigate and detect malicious traffic is helpful.

Conclusion

The nature of SEO poisoning is such that it inherently promotes the spread of misinformation, and facilitates cyberattacks. Misinformation regarding the legitimacy of the links and the content they display, in order to lure users into clicking on them, puts personal information under threat. As people trust their favoured search engines, and there is a lack of awareness of such tactics in use, one must exercise caution while clicking on links that seem to be popular, despite them being hosted by trusted search engines.

References

PUBLISHED ON
Nov 19, 2024
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