AOL Has “Safest” Results & Free Results Safer Than Paid

A new
survey from McAfee finds that AOL has the "safest" search results in terms
of not listing sites that might be somehow be risky or unsafe for searchers. But
most interesting to me was the fact paid results across the board were found far
riskier than free, organic results. Let’s do the numbers, some summary plus
tools that will help protect you and how to see if Google thinks you’ve been
naughty.

In terms of unsafe results, most of the major search engines are pretty
clean. McAfee ran 2,500 queries, looked to five pages deep, then assessed the
"safety" of the sites that came up.

The overall risk breakdown:

• Yahoo: 5.1%
• MSN: 4.6%
• Ask: 4.2%
• Google: 4.2%
• AOL: 3.6%
• Average: 4.4%

Overall, it’s not bad. The vast majority of results are perfectly safe, a
pretty good job given the automated nature of these tools. The figures above
include both "red" dangerous sites (such as giving out adware, sending you spam
if you give an email address) and "yellow" sites that may deserve caution
(pop-up ads, try to change your browser settings).

Here’s the breakdown of percentage of red sites in the results:

• Yahoo: 3.1%
• Google: 2.7%
• Ask: 2.6%
• MSN: 2.5%
• AOL: 2.3%
• Average: 2.6%

The report notes that things have gotten slightly better overall, plus gives
Google some praise for recent interstitial pages that come up if you try to
click from Google to a site they think might be dangerous, something they rolled
out in August. However, these only appear in 18 percent of the cases where
McAfee thinks they should.

The report also looked at the safety of results from a paid and non-paid
perspective:

• Organic: 3.0%
• Paid: 8.0%

It’s a huge difference, and one that’s especially worrisome given that the
paid results are supposed to be human reviewed at some point. If anything, you’d
expect the paid results to have a lower percentage of unsafe results than the
organic ones, given this review.

In terms of paid results safety by search engine, it breaks down like this:

• MSN: 10.7%
• AOL: 8.1%
• Yahoo: 8.0%
• Google: 7.3%
• Ask: 6.5%

What are some of these dangerous sites? The report notes things like:

• charging fees for things normally free to download
• green card lotteries
• disguised pyramid schemes

There’s also a drill down on the issue of "free" offers that turnout not to
really be free. The report’s author, Ben Edelman, in particular hates this
practice. Ben and I have exchanged email on this issue a couple of times, and I
hope the report does help focus attention to curb some of these practices in
terms of sponsored results, which should be easier to police.

When I read that the report went five pages deep into results, I thought that
was overkill. The first page or two seemed enough, and going deeper could
possibly skew the results a bit to being more "unsafe." Most people never make
it past the first or second page of results, so any unsafe results from pages
three and beyond are largely invisible.

The report addresses this. On average, each page of results generally has
about the same percentage of unsafe listings (4.3 to 4.5 percent). Ranking
position is also covered. In general, a top ranked site isn’t any more or less
safer than a site in position 10. Sponsored results show more difference,
especially for ads that have the number one position across the top or on the
right hand side of the page. These are generally much safer.

There’s much more. Check out the report, plus see related coverage from

InformationWeek. In terms of protecting yourself, some tools you might try:

• McAfee SiteAdvisor: Surprise —
  the people with the report warning you about unsafe search results also have a
  tool to protect you. But it’s probably a good one, so check it out.
   
• TrustWatch: Support to put warnings
  into your search results whether you use Firefox or Internet Explorer. You can
  also search the web directly at the service.
   
• Scandoo: Web-based service offering
  to flag and filter dangerous sites. Also
  
  offers browser plug-ins.
   
• Firefox 2.0: Latest
  version of Firefox has warnings built in.
   
• Internet
  Explorer 7: Latest version of Internet Explorer has warnings built in.
   
• Google Toolbar For
  Firefox: Has safe browsing built in.
   
• Google Safe
  Browsing For Firefox: Running Firefox below 2.0? This plug-in from Google
  gives you warnings as you surf.
   
• Yahoo Toolbar: Has
  anti-spyware and anti-adware
  
  features.
   
• Windows Live Toolbar: Has
  anti-phishing built in.
   
• MSN Search Toolbar: If
  you’re still running the MSN Search Toolbar, there’s an anti-phishing add-on
  you can get.

FYI, Google Webmaster Central
recently rolled out new support to help site owners know if they are bad, bad,
bad. Check out the information here on how to monitor this in the tools they
provide and how to appeal, if you think you’ve been unfairly nabbed.

About The Author

Danny Sullivan

Danny Sullivan was a journalist and analyst who covered the digital and search marketing space from 1996 through 2017. He was also a cofounder of Third Door Media, which publishes Search Engine Land, Marketing Land, MarTech Today and produces the SMX: Search Marketing Expo and MarTech events. He retired from journalism and Third Door Media in June 2017. You can learn more about him on his personal site & blog He can also be found on Facebook and Twitter.