TheRunDown

How can Search Engine Optimization research aid in fraud prevention?

Fraudsters target fence-able goods, ones they can easily turn around and resell. With the same tactics used for SEO it is easy to see what products are most desired, which are the items fraudsters will go after.

 

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SEO & Fraud Prevention

While it may not seem obvious at first, SEO research can provide a valuable resource for determining what products are in demand in the market today. Don't forget, products that are in demand are easier to resell! If you haven't tried this before you should think about using the major search engine keyword tools to find out what people are searching for. While there are several businesses (i.e. Google’s Keyword Tool, Google Trends) that offer such information, perhaps none is  more valuable than Amazon’s Bestseller Department.  From this list, businesses can gain a glimpse into which products are most wished for and most gifted through Amazon.  Amazon’s Bestseller Department provides market researchers with a summary of the most sought after goods based on Amazon’s customer tracking and purchase data.  

Performing SEO research is easy to do, anyone can do it, and it is free. That being said it is somewhat time consuming so fraud teams may want to work with their product managers to determine if they are already performing this type of analysis.

In the Quick Links sections of this page you can find links to several tools such as: the Google Keyword Search Tool, Wordtracker, and Trellian. See what search terms are popular right now and if it includes products you may offer that are at risk of fraudsters trying to resell.

For Amazon go to their main web page on click on the "gifts & wish lists" link in the top of the page. On the left hand side of the web page you will see a "Browse Gifts" section and at the bottom of the list is a section called most popular. You can select "Most Popular", "Most Gifted" or " Top Sellers". When you click on the link it will provide you subcategories you can match to your business.

Additionalresources

  • Introduction to Manual Review Tools.

    Provides methods for how to authenticate and verify a consumer’s name, address, phone and email online. It also provides demonstrations and examples of how to perform manual reviews using free and low cost online sites.

  • Introduction to Ecommerce Fraud Fundamentals.

    Provides participants foundation level knowledge about the theories, best practices and terminology surrounding electronic payment fraud. Presented in a standard format covering the history of eCommerce Fraud, consumer fraud, merchant fraud, fraudster motivation, fraud trends, identity verification and phishing.

  • Ecommerce Fraud Moving from Tools to Solutions.

    This session covers what constitutes a fraud solution and categorizes the many types of third party fraud tools. The course outlines the common terminology of fraud solutions and describes the capabilities needed to implement a fraud solution. 

QuickLinks

  • Google Keyword Search Tool - Gives the number of global monthly searches for different queries containing key words.
  • Wordtracker - Wordtracker was established to answer a fundamental question in the search engine industry: "What are people searching for on the Web?"
  • Trellian - Their Keyword Discovery collects keyword data from many different search engines world wide and compiles a range of search related statistics.
  • Amazon's "Gifts & Wish Lists" - Check the Most Popular lists including Most Wished For, Most Gifted, and Top Sellers.