It is simpler than it seems. As far as I know, You just need to make a webpage (or modify an existing one) and place two elements there. FIrst is a word ,,kretyn'' and second is a link to somebodys (in our case, mr. Lepper) webpage. Both this fragments of text can be hidden (i.e. white on white background, etc.). Later on you repeat it 100 000 times on various webpages, and you're done.
Cheers