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Negative SEO
Negative SEO refers to the practice of actively trying to get a website or web page penalised or removed from the search engines. Typically, high ranking competitor sites are targeted in order to move another website up the SERPs.
To damage the rankings of other websites, webmasters can use blackhat SEO methods on their behalf and without their knowledge or consent, the aim being to convince Google (or any other search engine) that the website is breaking its guidelines and trigger a ranking penalty or ban.
Tactics used by practitioners of negative SEO include buying obvious paid links, 301 redirects from sites that are already banned and excessive use of duplicate content.
According to Google "There's almost nothing a competitor can do to harm your ranking or have your site removed from our index." Despite these claims, there are reports that negative SEO is becoming increasingly common as an easy alternative to fairly out-competing sites with search engine optimisation.
In practice, it is extremely difficult to dislodge a large, well-established and trusted website from the SERPs, although small to mid-sized sites may be vulnerable.
As the search engines have become more vigilant against and tougher on blackhat SEO techniques, a side-effect has been increased possibility of being affected by a negative SEO attack. Although there is little that can be done to defend against such attacks, attempting to remove spammy 3rd party links and reporting incidents to Google for investigation should be the priority.
Negative SEO is sometimes called "Google bowling", referencing the act of knocking websites out of the listings.
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