Don’t Be Fooled by Fake Online Reviews

Security blogger Brian Krebs reveals how SEO tactics help fly-by-night vendors, who don't need a storefront or physical address, thrive online:

My July story on FSVL concluded that the company’s owners likely inflated and manipulated their online reputation via a search engine optimization (SEO) firm they owned. Unfortunately, this practice is incredibly common among labor-intensive services that do not require the customer to come into the company’s offices but instead come to the consumer. These services include but are not limited to locksmiths, windshield replacement services, garage door repair and replacement technicians, carpet cleaning and other services that consumers very often call for immediate service.

Bryan Seely, a security expert who’s working on an as-yet unpublished book on these so-called dark/black SEO practices, said such services are rife for SEO experts who create hundreds or thousands of phantom companies online with different business names, addresses and phone numbers. The calls to each of these phony firms are eventually all routed back to the SEO company, which sells the customer lead to one of several companies that have agreed in advance to buy such business leads.

As a result, many consumers think they are dealing with one company when they call, yet end up being serviced by a completely unrelated firm that may not have to worry about maintaining a reputation for quality and fair customer service.