Negative SEO Description:

In order to understand Negative SEO, one must first learn SEO. Negative SEO is the manipulation of off-site SEO crafted to have negative effects on a website's search ranking.

SEO:

Search Engine Optimization (SEO) is the art of optimizing on-site and off-site indicators to help your ranking in google search results. SEO, when done properly, will cause the content on your website to be ranked high on the first page of of search results so that people will find and go to your website.

On-site SEO: Typically on-site optimization is about generating quality, authoritative content on a website which is easily navigated.

Positive SEO on-site indicators include:

• Domain registration length: Google has a patent on this as a search rank indicator. Legitimate domains are often paid for in advance for many years, while less legit sites are more likely to have a one year registration.
• Keyword is in the domain name.
• Keyword is in the URL string.
• Keyword in the page title.
• Significant content, typically over 2000 words.
• Fast page loading.
• Unique content (not a duplicate of another website)
• Images optimized and compressed for minimum size.
• Keyword used in the web page.
• Keyword used in H1, H2, H3 or H4 tags.
• No or low number of broken links on web page and in website. Indicator of website quality.
• Number of internal links pointing to the web page. Lots of links indicate that the website considers the page to be important.
• No or low number of HTML/CSS errors. Indicator of website quality.
• No or low number of spelling errors. Indicator of website quality.
• Website hierarchy and content categories. A well strucuted website which groups and links a significant amount of relevant content together indicates that the website is an authority on the subject category.
• Refreshed content will rank higher than old stale content. Even if your wrote the article about a subject that is unlikely to change, Google will favor fresh content.
• Bullets, numbered lists and tables of data are indicators that one is presenting facts on the subject.
• Website SEO Indicators:
  • Transpararency: an "About Us" or "Contact" page indicating who is authoring or responsible for the site.
  • Number of web pages on a site: more quality content is a positive indicator of website quality.
  • Uptime: If Google can't scan your site, it can't rank you.
  • HTTPS/SSL: Sites which pass personal information, engage in e-commerce, have user logins or passwords should use encryption.
  • Server hosting location may be an indicator for country specific searches.
  • The presence of a sitemap may help Google scan your site.
  • Breadcrumb navigation is an indicator of user friendly navigation.
  • Cross platform support: A site which can be viewed on mobile, tablets and desktops will be favored for thos platforms.
  • Image "alt" tags indicate to Google the relevance of the image to the subject matter.
• Off-site SEO Indicators:
  • Backlinks: Links from other websites to your website is an indicator of approval of your website. The more backlinks, the more votes of approval. Backlinks from ".gov" and ".edu" domains are positive indicators of authority.
  • Backlinks with the HTML attribute "nofollow" are of less value.
  • The use of relevant keywords in the backlink is a positive indicator that the page is on-topic for the given search.
  • Contextual links: links embedded in a paragraph discussing the subject being searched is a powerful indicators that your page is relevent. Links posted in user forums and comment sections are less relevant.
  • Link velocity: new backlinks are being generated, indicating that your site is popular.

Negative SEO:

Negative SEO focuses on the use of off-site SEO indicators. The content of the website that is being attacked is not changed or altered in any way.