What Exactly Does SEO Really Mean Today?

courtesy of www.dreamstime.com
By Hector Cisneros

I often hear people talking about SEO as it were, some magical secret, that when implemented, would instantly land your website on page one of any search engine. They use the acronym SEO as if it was a single element used in internet advertising. The reality today is that the term SEO no longer holds any real meaning. That’s why you hear marketing professionals using phrases like Search Marketing, internet marketing and content marketing. In this article I will provide a clear understanding of the term SEO and what it now means for any business.  I will also provide you with a litany of the success factors needed to achieve organic page one results.

These Cookies are Anything but Sweet

English: Cookies settings and view in Firefox ...
English: Cookies settings and view in 
Firefox 3.0 browser  (Photo credit: Wikipedia)
By Carl Weiss

It used to be that cookies were a sweet treat.  But not anymore.  That’s because everyone from search engines and media conglomerates, to advertisers and cybercriminals have learned how to use these tasty online morsels to sweeten their deal – regardless of what it means to you.  If you are tired of getting the “Betty Crocker Treatment” every time you surf the web, feast your eyes on today’s blog where we will show you how to start counting calories online.

Who Invented this Half-Baked Idea?

According to Wikipedia:
Netscape Navigator 6.1
Netscape Navigator 6.1 (Photo credit: Wikipedia)
“The term "cookie" was derived from the term "magic cookie", which is a packet of data a program receives and sends
 back unchanged. Magic cookies were already used in computing when computer programmer Lou Montulli had the idea of using them in web communications in June 1994.[7] At the time, he was an employee of Netscape Communications.  Together with John Giannandrea, Montulli wrote the initial Netscape cookie specification the same year. Version 0.9beta of Mosaic Netscape, released on October 13, 1994,[10][11] supported cookies. The first use of cookies (out of the labs) was checking whether visitors to Netscape had already visited the site. Montulli applied for a patent for the cookie technology in 1995, and US 5774670 was granted in 1998. Support for cookies was integrated in Internet Explorer in version 2, released in October 1995.[12]

At the time, cookies were virtually unheard of by the public at large.  It wasn’t until February of 1996 that the first article was ever published about cookies in the Financial Times.  Someone in the Federal Trade Commission was paying attention as well, since the FTC scheduled hearings in 1997 to discuss the obvious privacy concerns posed by these nefarious little programs.

Wikipedia goes on to note that:
The development of the formal cookie specifications was already ongoing. In particular, the first discussions about a formal specification started in April 1995 on the www-talk mailing list. A special working group within the IETF was formed. Two alternative proposals for introducing state in HTTP transactions had been proposed by Brian Behlendorf and David Kristol respectively, but the group, headed by Kristol himself and Aron Afatsuom, soon decided to use the Netscape specification as a starting point. In February 1996, the working group identified third-party cookies as a considerable privacy threat. The specification produced by the group was eventually published as RFC 2109 in February 1997. It specifies that third-party cookies were either not allowed at all, or at least not enabled by default.

These Cookies Aren’t Baked by Elves
Between that date and the year 2000, virtually nothing was done to reign in, much less curtail, the ever growing legions of cookies.  Worst of all, these prying I’s worked in the background, all but unobserved as they gathered information from computers at a dizzying rate.  Fast forward to the present date and like the supermarket shelves, there are currently scads of different cookie brands that currently abound. 
Courtesy of www.e-securing.com

  • HTTP only cookie – These cookies can only be used when transmitted via HTTP (or HTTPS). These cookies are supported by the vast majority of web browsers.
  • Persistent cookieThese little devils do not expire when you terminate your web browser. They will continue to report to their masters every time you go back online. Also referred to as Tracking Cookies, these are favorites of the advertising industry.
  • Secure cookieThese can only be transmitted via an encrypted connection such as HTTPS.  Many of the transactions that you make when you hit the “Buy Now” button on most eCommerce systems utilize these.
  • Session cookie Employed by web browsers the world over, these morsels exist in temporary memory for as long as you use the browser. They are normally deleted when the user closes the browser, only to spring back to life the next time you surf the web.
  • SupercookieTracking technology does not necessarily need to rely on HTTP cookies.  A supercookie is designed to be permanently stored on a user’s computer.  This means they are more difficult to detect and eliminate.  They function just like regular cookies in that they can be tasked to collect and report on everything from your browsing history, to ad-targeting data.
  • Third-party cookieNormally a cookie’s domain matches the URL shown in the web browser’s address bar.  However the so called Third Party Cookies hide their true identity by appearing to emanate from a URL that is different from the one being displayed.  Typically associated with adware, these cookies can be used to deliver ads that are concurrent with the user’s browsing preferences.
  • Zombie cookieJust like the zombies made famous in “The Night of the Living Dead,” Zombie Cookies are tough to kill since they spring back to life even after you delete them.  Their ability to rise from the dead is aided and abetted by a client-side script that has stored the cookie in multiple locations on your machine.  When it detects that the cookie is no longer present (which will happen when you delete it), the script retrieves the cookie and brings it back to life. 
Courtesy of www.sugarvancouver.com

Not only can cookies be difficult to eliminate, they also have long memories.  If you have ever used a popular web browser to shop for products online you will notice that for days or even weeks afterward that ads concerning similar products will appear as if by magic.  While such activities can prove annoying to the public at large, they can also have more serious implications.


Wikipedia states that:

While cookies are sent only to the server setting them or a server in the same Internet domain, a web page may contain images or other components stored on servers in other domains. Cookies that are set during retrieval of these components are called third-party cookies. The older standards for cookies, RFC 2109 and RFC 2965, specify that browsers should protect user privacy and not allow sharing of cookies between servers by default; however, the newer standard, RFC 6265, explicitly allows user agents to implement whichever third-party cookie policy they wish. Most browsers, such as Mozilla Firefox, Internet Explorer, Opera and Google Chrome do allow third-party cookies by default, as long as the third-party website has Compact Privacy Policy published. Newer versions of Safari block third-party cookies, and this is planned for Mozilla Firefox as well (initially planned for version 22 but was postponed indefinitely).

That’s right, information gleaned via cookies can be bought, sold and traded like baseball cards once were.  Not only that, but advertising companies routinely use third-party cookies to track users across multiple websites where it has placed ads or web bugs. A web bug is an object that invisibly allows a third party to check to see whether a user has accessed content. Sound like nothing a little Raid couldn’t cure.
While the governments of the world haven’t exactly declared open season on cookies that eavesdrop on everything we do online, that doesn’t mean that they have closed their eyes to the possibilities for abuse of these online spies.
Courtesy of www.tipsnext.com

Speaking of spies, Wikipedia also reported that, “The United States government has set strict rules on setting cookies in 2000 after it was disclosed that the White House drug policy office used cookies to track computer users viewing its online anti-drug advertising. In 2002, privacy activist Daniel Brandt found that the CIA had been leaving persistent cookies on computers which had visited its website. When notified it was violating policy, CIA stated that these cookies were not intentionally set and stopped setting them.[44] On December 25, 2005, Brandt discovered that the National Security Agency (NSA) had been leaving two persistent cookies on visitors' computers due to a software upgrade. After being informed, the NSA immediately disabled the cookies.

It further reported: In 2002 the European Union launched the Directive on Privacy and Electronic Communications, a policy requiring end users’ consent for the placement of cookies, and similar technologies for storing and accessing information on users’ equipment.[46][47] In particular, Article 5 Paragraph 3 mandates that storing data in a user’s computer can only be done if the user is provided information about how this data is used, and the user is given the possibility of denying this storing operation.”

Of course, none of this stops cybercriminals from both using and hijacking information being compiled and transmitted by third-party cookies.  Network eavesdropping is all too easy to accomplish when the information being transmitted isn’t encrypted. 

Courtesy of www.x-services.nl
In cryptography and computer security, the man-in-the-middle attack requires an attacker to have the ability to both monitor and alter or inject messages into a communication channel. One example is active eavesdropping, in which the attacker makes independent connections with the victims and relays messages between them to make them believe they are talking directly to each other over a private connection, when in fact the entire conversation is controlled by the attacker. The attacker must be able to intercept all relevant messages passing between the two victims and inject new ones. This is straightforward in many circumstances; for example, an attacker within reception range of an unencrypted Wi-Fi wireless access point, can insert himself as a man-in-the-middle.
en.wikipedia.org/wiki/Man-in-the-middle_attack

Who Stole My Cookies?

Just like taking candy from a baby, it is all too easy to steal cookies using cross-site scripting.  Cookiejacking occurs when a hacker posts malicious code that once clicked, causes the victim’s web browser to send the victim’s cookies to a website of the hacker’s choosing.  Hackers can also employ known security holes in browsers and operating systems to steal cookies.

While most people are still asleep at the switch to the threat imposed by unauthorized parties that collect, use and sell information harvested by cookies, there is one threat that should wake them up: Identity Theft.  In a blog posted by identitytheftfixes.com, Max Anderson noticed that a cookie called spylog had been introduced to his system. 
We all know that Internet cookies can be annoying and an intrusion on our privacy, but I really didn’t think they could contribute to identity theft until recently. While most Internet cookies do not pose a significant identity theft risk, when a website installs a Spylog cookie on your computer, the webmaster of that website can track every move you make on the Web and sometimes can even track your every keystroke. When you think about how much information you type into your computer, that becomes a serious threat.

Max then went on to show the reader how easy it is for a hacker to entice the average web surfer to accept an unauthorized cookie that could very well be designed for and by cyber criminals.  Have you ever seen links that offer to:

Pay off your mortgage in 10-years or less!
This housewife found a secret to losing fifty pounds without going on a diet.
Losing your hair? Learn the secrets that can help you hold onto what you have.

In short, these offers will not only fail to live up to their promise, but there is a high probability that they will leave you with something you don’t want or need: A cookie.  While Max extolls readers to access the Internet Options tab in their browser and regularly delete unwanted cookies, there is more that can and needs to be done if you don’t want to sweeten the deal for someone who doesn’t have your best interest at heart.

Depending upon the browser you use, it is possible to defeat a number of cookies before they gain any real traction.  WikiHow has a how-to article that shows you how to lock the door on many cookies by tweaking the browser settings on a number of popular browsers, including Google Chrome, Firefox, IE, your iPad and Galaxy Tab.  http://www.wikihow.com/Delete-Tracking-Cookies
Comodo Dragon (web browser)
Comodo Dragon (web browser) (Photo credit: Wikipedia)

Better still, there are a number of web browsers and search engines that go out of their way to shield users from cookies, including Comodo Dragon and DuckDuckGo.com, (I am using them both to research this very article.)  You can also kill adware in its crib by installing ad blocking software such as AdBlockPlus.  Just make sure that when you click on the ad to install any of these or other software that it leads to the company’s official website.  Today, many cyber criminals set up false flag sites that look and act like the real deal until you click on them.  Then they load tons of malware on your system.

The bottom line is that as the world wide web becomes ever more crowded with people and organizations that do not have your back, take a bit of advice from your grandma who told you to never accept candy (or cookies) from strangers.

In this article I have described how companies, hackers and identity thieves are using various forms of browser cookies to track your browsing habits. This article covers the meaning and use of most cookies, but most importantly, I discuss the use of the new third party cookies, supercookies and zombie cookies.

If you like this article, you can find more by typing “internet privacy” in the search box at the top left of this blog. I further recommend reading “ The Piracy of Privacy - The Looting of Privacy in America,"  and "Is Google Watching You?"

If you found this article useful, share it with your friends, families and co-works. If you have a comment related to this article, leave it in the comment sections below.  If you would like a free copy of our book, "Internet Marketing Tips for the 21st Century", fill out the form below.  

Thanks for sharing your time with me.


When he isn’t cooking up tasty stories online, Carl Weiss is CEO of Working the Web to Win, a digital marketing agency based in Jacksonville, Florida.  He is also the co-host of the online radio show of the same name on Blog Talk Radio.

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Recently I was asked by the Clay County Chamber of Commerce to head up and participate in one of their Clay Chamber University events. These events are geared to educate its members on current hot topics so that they can effectively run their businesses.  I gathered a list of more than two dozen questions for the event as a way of preparing myself and the other panelists. If you're looking to understand many of the important issues in social media, then this article is for you. It will provide 24 questions that social media professionals are asked every day. So let's get started.

It’s a New Year and the Rules Have Changed




There are several old sayings that come to my mind when we roll over a new year. Here are some of my
favorites:

“The only thing that is constant is change.”
“The only thing that is certain is that nothing is certain.”  The last is, "The only thing that is certain is death and taxes.”

In this article of Working the Web to Win, we’ll explore the many changes that last year brought forth.  We’ll also prognosticate as to what this year will give birth to.  By the end of this article, the reader will be aware that change is inevitable, certainty does not exit, all things die and, yes, we all have to pay taxes (even if they are hidden). So if you don’t want to be caught asleep at the switch, here is your online wakeup call.

How Do I Hack Thee? Let Me Count the Ways – A Cyberstalking Primer



By Carl Weiss

Photo Credit: inspireleads.com

Valentine ’s Day, a day for sweethearts, lovers, married couples and anyone with love in their hearts. But what happens when love is lost? What happens in our modern society when ex-lovers, sweethearts and couples hit the skids and go their separate ways? What happens when one or both of the ex-enamored ones decided they didn’t get treated right, or worse, they decided to dish out some malevolent treatment of their own?

With Valentine’s Day right around the corner, I thought I’d take the time to give all of our readers a little lesson on what can happen when a former long, lost love refuses to get lost.  I’m talking about the all-too-common practice of cyberstalking.  Along with hacking, this technocrime is on the rise worldwide.  If you want to avoid being your significant other’s online punching bag, you need to take precautions before the rose becomes a thornier issue, if you hope to have a moment’s peace should your relationship go kaput. 

Photo Credit: cyberstalking.web.unc.edu
If you search the news feeds, you’ll learn that cyberstalking is a common behavioral trait among human beings. That is, it’s executed by all ages, races, sexes and economic brackets.  An equal opportunity nuisance, everyone from grade schoolers to senior citizens have been accused of the crime.  By the way, ever since 1999, the act of cyberstalking has officially been considered a crime.  That was when California became the first state to pass a law that specifically addressed cyberstalking.  The law itself was an outgrowth of legislation that had been on the books since 1913, which addressed harassment via a then-new technology, the telephone.  The chief difference between that legislation and the new law was that it made it illegal to use email or any other form of electronic communication to threaten, abuse, annoy, embarrass or terrify another person.  These laws were further beefed up in 2009 with the passage of a cyberbullying law, which was specifically designed to protect minors from online harassment and intimidation.

Photo Credit: tanzaniatoday.co.tz
That’s the good news.  The bad news is that the successful prosecution and conviction of cyberstalking cases has been less than lackluster at best. Conviction requires “proving intent to do harm,” which is often nearly impossible to establish in court.  What can make prosecution of this cybercrime even more difficult is that it’s oh-so-easy to use a false name or anonymous email address to mask a stalker’s true identity.  So even if you know who’s been hacking you, trying to prove that definitively in court is challenging.

The Hack Attack is Back


With today’s sophisticated technology, harassing texts and emails are only the tip of the iceberg.  Off-the-  
shelf software can provide an obsessed cyberstalker with the means to quite literally track your every move.

A recent study from NPR stated that more than 85% of domestic violence shelters surveyed had acknowledged that some of their tenants/victims had been tracked by a GPS device.

I Thought I Saw a Peeping Rat


Photo Credit: cbsnews.com
An even more insidious form of cyberstalking is referred to as “ratting,” where perpetrators use a Remote Access Trojan (RAT) to commandeer the webcam on a laptop, tablet or cellphone in order to become an electronic peeping Tom. 

A newsfeed from express.uco.uk stated: 

“Rachel Hyndman, a 21-year-old student from Glasgow, discovered she was being spied on in her home by an online Peeping Tom. She noticed her webcam had switched itself on while she was in the bath. A hacker had accessed her computer via a RAT virus, which often appears in an email as an advertising mailout.  However, once downloaded it gives the sender control of the infected computer. If a digital stalker like Rachel’s has access to your computer, they have the power to switch on your webcam to spy on you, operate your keyboard, view emails and access your personal files.”


The article goes on to say Ms. Hyndman contacted an IT professional that helped her track the perpetrator down and scare him off.  However, what most people don’t understand is that this is not a crime only  limited to male stalkers.  Far from it.

Photo Credit: abcnews.go.com
In a news story a little closer to home, ABC News posted a video that featured a St. Augustine, Florida resident, Joe Good, whose life was turned upside down when he tried to break up with his fiancée.  After hacking her way into his social nets and email accounts, she proceeded to send pornographic photos of Joe to his employers.  But that was only the start of her onslaught of harassment.  Next, she had him arrested not once, but three times, by doing everything from telling the cops that Joe was making harassing calls, to using a voice morph app to record calls that purportedly came from him. (This cyberstalking trick is referred to as “spoofing.”)

Later, Joe’s jilted cyberstalker expanded her scope to include his new girlfriend (whom she accused of child pornography) and even Joe’s landlord.  Arriving back in the US after a brief vacation, Joe was even detained by US Customs after they received an “anonymous tip” that he was smuggling drugs. Remember the axiom, “Hell hath no fury like a woman scorned.”


Photo Credit: sydn35.blogspot.com
In a blog post on psychcentral.com entitled, “Cyberstalking Worse Than Stalking,” mental health researchers compared people who had been victims of stalking to those who had been victims of cyberstalking.  Their findings were surprising to say the least.

Victims of cyberstalking had to engage in more “self-protective” behaviors, pay higher out-of-pocket costs to combat the problem, and experienced greater fear over time than traditional stalking victims. Technology has changed what is known as the “risk/profiles” for victims, making stalking easier and self-protection harder.  “Technology in cyberstalking cases may be more harmful to the victim’s psychological well-being and reputation, thus more decisive in spurring quicker self-protective action,” said the researchers. The study also revealed differences between age and gender of victims.  In cases of stalking, approximately 70% of the victims were women, while female victims only represented 58% in cyberstalking cases. The average age for stalking victims in the sample was 40.8 years old, while cyberstalking victims averaged 38.4 years old.

Safe Text


Photo Credit: pinterest.com
While many anti-stalking resources caution the public to avoid revealing too much of their personal lives online, this is not always a practical solution to someone whom you formerly knew well (at least so you thought) and loved.  Let’s face it folks, former lovers are far intimate for you to successfully employ passive defense measures.

Sad to say, but the minute you pull the plug on a love interest, if you want to have some measure of cybersecurity, you need to initiate the following damage controls sooner rather than later:
  • Change your passwords on all your social nets and email accounts
  • Consider changing your phone number
  • Don’t accept any emails or texts from a jilted lover
  • Don’t open any email attachment or text from anyone you don’t know
  • Add additional security measures to your computer, tablet and smartphone

While these measures are, in and of themselves, no guarantee that a scorned lover will simply walk away from a relationship, short of packing up and moving to another state ― better yet, a different country ― it’s about as good as it gets.  Because like it or not, in this technological age, many people only hack the ones they loved.

If you think you’re a victim of cyberstalking, here are some additional resources:


If you’d like to read similar articles, check out “The Hack Attack is Back,” “Is Google Watching You?,” "Cyberstalking for Fun and Profit" Or, simply type the phrases “hacking,” “cybersecurity,” and similar terms in the search box at the top of our blog.  

In this article, I discussed the growing trend and threat of cyberstalking, particularly between former lovers and/or couples. I presented some disturbing, real-life examples of unfortunate people who’ve been cyberstalked, and how it disrupted their lives. I also offered some suggestions on what you can do to protect yourself in advance should you and a former paramour break up, to prevent the chances of becoming victim of their Internet ire.

If you liked this article, share it with your friends, family and co-workers. If you have a comment related to this article, enter it in the Comment section below. I hope the information in this article was helpful.


If you'd like a free copy of our eBook, "Internet Marketing Tips for the 21st Century," please fill in the form below and we'll email it to you. Your information is always kept private and is never sold.


Carl Weiss is president of Working the Web to Win, an award-winning digital marketing agency based in Jacksonville, Florida.  You can listen to Carl live every Tuesday at 4 p.m.