*courtesy of Google, Bing, Yahoo, ICANN, the UK Advertising Standards / Competition and Markets Authorities etc...
Negative Search Engine Optimisation is the name in the Search Engine Optimisation (SEO) / industry for when someone makes an attempt to lower a website's rankings / prominence in search engines by various means, both legal and illegal. In competitive SERPs it makes sense as long as your own practices are "clean" to try and knock down the competition in every possible way.
If you are working in a locality where Google dominates the search engine market (like the UK), the GOOG Webmaster Guidelines (https://support.google.com/webmasters/answer/35769) might be considered the "laws of the land" for the SEO industry. For example, GOOG offers us multiple tools to help us do 'Negative SEO' on sites which violate these rules by reporting issues.
Part of a SEO strategy report can include competitor analysis, including analysing competitors' sites looking at where they are getting 'good quality' backlinks from with the aim of trying to obtain the same or similar links. You may notice some spammy links in this process. That said, don't expect (m)any spam reports to GOOG to have the desired outcome even if you report the (same) direct contravention of their rules on a regular basis! I've read a comment on a forum that “Submitting a complaint to Google about a spammer is like sending a letter to Santa Claus at the North Pole” which is what it often feels like in my experience. Google may already be aware of the issue you are reporting so I'd recommend focusing on well-ranked profiles and sites.
Reporting competitors' contraventions of Google Webmaster / ICANN / ASA / Online Ad Engine / Search Engine Map guidelines might be considered just something you need be able to say you've done as part of your ongoing work for your SEO / PPC clients. This is only really worthwhile if your client is 'clean' themselves (for obvious reasons)!
The following activities (in theory at least) of analyses of competitors' compliance with search engine, social media site and legal guidelines can create real competitive advantage & might also be considered by some to be a cornerstone of retained SEO / PPC activity.
To this day, Google is not very good at detecting all the sites which:
A. have paid and sponsored backlinks
B. use spammy tactics (e.g. practices such as 'gibberish'-type keyword rich text, hidden text, doorway pages, cloaking, sneaky redirects etc).
C. have low quality (review) content
It's fundamental to know that any links intended to manipulate Google PageRank (http://en.wikipedia.org/wiki/PageRank) or a site's ranking on Google may be considered part of a link scheme and thus be a violation of Google’s Webmaster Guidelines. This includes any behaviour that manipulates links to your site or outgoing links from your site.
As well as reporting sponsored & paid links to "ten blue links results", in 2025 it is also possible to report the following types of webspam to Google & Bing:
1. competitor's "low quality (review) content" - reporting issues such as this is done via the Search Quality User report. See https://www.bing.com/webmasters/help/webmaster-guidelines-30fba23a
2. competitor's sponsored / paid links to citations in Google AI Overviews
3. (parasite hosted) spam citations "from sources around the web" created by competitors (or their SEO agency) used in some Google Knowledge Graph (review) list results.
4. reporting parasite hosted (blog) spam content used in these Google AI Overview & Knowledge Graph citations to the (blog) hosts in question...
The following is just one example of a link scheme which may negatively impact a site's ranking in search results if Google take action:
- Buying or selling links that pass PageRank.
For example, links may be part of a paid 'Featured Promotion', labelled as such or as an 'Advertorial' & 'Sponsored Content' and multiple permutations of these phrases. Searching for these phrases in relation to your client's non-branded key phrases may help identify these links.
In short, in my experience Google is better at identifying low quality links than high quality links. (there is no way your client or yourself can be identified publicly as the reporter of paid links).
A. Google's Webmaster Guidelines (including the detail on link schemes)
B. a decent tool to look at your competitors' backlinks (e.g. backlinkwatch .com). Paid alternatives include majestic. com.
Report non-compliant paid / sponsored links in content listed in Google News listings via the 'Send Feedback' link at the bottom of search results.
Other webmaster guidelines / website terms worth scrutinising competitor's compliance with include the following:
- https://www.bing.com/webmaster/help/webmaster-guidelines-30fba23a
- https://help.yahoo.com/kb/SLN2245.html
- https://www.linkedin.com/legal/user-agreement ( a professional services search engine)
2. Search Engine Maps & Review Sites
'Thanking' / 'thumbing up' negative reviews for competitors via the respective buttons on the Google Map / Tripadvisor may make these reviews more prominent. Don't do this for all negative reviews (thank some positive at the same time) and don't do this with a work-related Google / Tripadvisor account.
Some business uses Trustpilot as a cornerstone of their online reputation. Flag fake reviews and Trustpilot may add a warning like: