Are Your Websites Secure Or Is The Back Door Wide Open?

Article Presented by:
Copyright © 2010 Willie Crawford


One of the topics that all of us online business people are aware of but usually don't feel totally on top of is website security.

Coming from a background of having spent over 20 years in the U.S. military, and having spent four years as a software tester, I have a greater awareness of the need for continuous vigilance in this area than your average marketer.

I also know that you can never make your websites or your computers completely secure. Instead, you can only do things that reduce the risk.

Given that you spend a lot of time, money, and energy, building your online business, it only makes sense that you set aside time periodically to review security related issues, and to look for problems that can be easily minimized.

Here are a few easy "fixes" that you can implement today that will increase the security of your online business.

1) Delete outdated scripts that you no longer use from your server. Many of "the bad guys" have studied the exact same scripts that you use to power your websites, and they know where the backdoors and vulnerabilities are. They know exactly which file will allow them to create all kinds of havoc.

If you have old programs on your server that you are not using, simply delete them.

2) Update older scripts that you are using. Often, the reason that updates are released for a script IS to patch a vulnerability that the developer has become aware of.

YES, upgrading can seem time consuming, and it can be tempting to skip an update, and just wait for the next one. When you wake up one day and can't access your server, or all of your websites have been defaced or erased, you'll see the wisdom in ALWAYS keeping the scripts powering your websites completely updated.

If you are as non-techie as I am, you simply hire a trusted programmer to perform this task.

3) Change the default setting when installing scripts on your servers. Many scripts have default passwords, and default locations for critical directories that make these scripts work flawlessly. Since everyone obtaining a copy of these script have these settings, you probably want to change them, and you also may want to rename certain directories.

4) Secure your web logs. Many web hosts have a standard location for the website's logs and statistics on each hosting account. The files that allow you to access, read, download, and manipulate this data often aren't secured. At a minimum, password protect that directory.

The danger in someone readily accessing your logs is that they can see the names and paths of the files on your server, including your download pages and the file names of files that may actually be for sale products :-(

There are not only people who search on your product name, looking for unsecured files - there are also people who enjoy posting those links on sites where this type of information is shared.

5) Put an index page in every directory on your server. If someone surfs to the domain name of one of the directories on your server, and there is no index page in that directory, they will get a directory tree... showing them all of the files in that directory, and allowing them to simply click in a given file name to access it.

Servers can be configured to prevent this, but for many people, the quickest and simplest way to protect their directories from prying eyes is to stick an index page in each directory.

6) Give your download pages hard to guess names. Don't use urls like YourDomain.com/ProductName/download.html Instead you want to give download pages names comprised of a random sequence of letters and numbers, perhaps stick them in directories not even associated with a given product, or use a "download guard-type" script that gives each customer a unique download link and protects your files.

There are a lots of other things that you can do to easily close common holes in your website's security. This article barely scrapes the surface, and is intended more to make you aware of the problem, and to get your thinking about it. Make regularly reading articles and reports on the topic a part of your education in how to operate a successful online business.


About the Author:
Willie Crawford has been operating an online business for 13 years and believes that too many online marketers simply pretend that problems with website security don't exist. For a really eye-opening report on website security, get the recordings of an interview Willie did with a leading web security expert at: http://timic.org/CloseTheDoor


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Link Building in Online Marketing: Tougher Than It Sounds

Article Presented by:
Copyright © 2010 Paul Marshall


You probably don't need to read the latest advice from the online marketing consultants to figure out the basic idea behind link building. Without links, your site won't develop authority. Without authority, it won't move up on the search engines. But even the most savvy online marketing consultant would have to admit that doing that is just not as easy as it sounds.

More Is Not Better In Link Building

Just going out and getting a bunch of links won't necessarily help your site. You need quality links to get higher search rankings. But sometimes figuring out what makes one link better than another is tough. This is where you do need to keep up with what the online marketing consultants are recommending or you may just be wasting your time.

Targeted Anchor Text Is A Must

When you start pursuing links on sites, you need targeted anchor text. However, you don't want to use the same text everywhere. Google will notice that in a bad way. You want to use two or three different phrases and the proper name of your website. If you can't get anything but an image link, make sure the site owner puts your anchor text or the name of your site in the ALT tag of the image.

Pay Attention To Links In And Out

Google looks at the site where your link appears and decides how much benefit your site gets back. A site with a lot of inbound links passes more authority to your site. At the same time, being linked on a site full of low-quality, outbound links probably won't help you much.

PageRank Isn't Everything

Don't be one of those site owners who sees nothing but PageRank. A site with high PageRank can still have low link value. This is especially true of sites that sell links. Steer clear of sites that use phrases like "sponsored by" or "paid for by." Google may not let that site pass PageRank at all. Move on. They're not worth your time.

Concentrate On Site Relevance

Let's say your site is about red widgets. You get a link on a site about purple doohickeys. That link isn't worth as much as one on a site about red widget management. Make sure you're pursuing links in relevant places and look at how those places are optimized. If a site owner gives you a choice of having a link on a page titled "About Us" or one with the title "About Red Widgets," which one do you choose? The link on the optimized page, "About Red Widgets," has more value.

An Online Marketing Consultant Checks What's Not Obvious

Take your cue from the pros and check sites in ways that aren't obvious. For instance, in any search engine, you can type in "cache:" followed by a site url and find out if the site has been indexed and when it was last crawled. But what do those dates mean?

Chances are good that if the site hasn't been crawled in 30-45 days, it's not a good place for a link. But some domains have more value than others. For example, links from .edu domains are better than from a .com, but .info is worth less. All these factors should be weighed in judging a site's worth in your link building efforts.

Does Social Networking Matter?

We've all seen the little link bars under blog posts and in forums asking people to Digg or Reddit, Facebook, Twitter, or StumbleUpon. Do you need to try to get links in places where social networking can happen? Yes. Alone those links may not have a lot of value, but Google is increasingly looking at the "active Web" in determining site authority.

It's time consuming, but participating in forums and social sites and getting blog owners to run your articles with your linked anchor text included can be worth your time. But remember, relevance is a basic rule in online marketing consulting.

Are You Getting Clean Links?

When you get a link on a site, do you go look at the page's source code? Is there anything extra in the "href" tag on the link? Is the site using redirect code? Is there a "nofollow" in the site's meta data? If there is, the link is useless to you. It won't pass any authority to your site because that code tells the search engines not to follow the link. Make sure you're getting clean links.

When you're on a tight budget and trying to develop your site and get higher search rankings, it can be a tough decision to work online marketing consulting into your thinking. The Web used to be pretty much a do-it-yourself place. That all started to change in 2004 when people began talking about "Web 2.0."

It's harder than ever to judge quality link building in the new world of Web applications and social networking. You can do it, but try to stay up to speed on what the online marketing consultants are recommending as good strategies. The Web is changing all the time. Good link building takes time and effort; you don't want to waste those any more than you want to waste money during hard times.


About the Author:
Marketing online since 2004, Paul Marshall can help you market on a realistic budget. He's an Online Marketing Consultants expert offering professional marketing services (and d-i-y Coaching). He also offers Affordable SEO services. Get to know Paul, just visit Strategic Web Marketing.net today!


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