This is a highly unethical, “black-hat” SEO tactic that involves attacking another site to lower its rankings. Usually, the methodology is to attack a site using negative, spammy, and unnatural links. After some debate about whether or not negative SEO exists, most SEOs admit that the practice is rare. The impact of negative SEO can be avoided by simply monitoring your links closely and using the disavow tool within Google Webmaster Tools. Other negative SEO methods include copying and distributing content, creating fake sites and profiles to ruin a company’s reputation, or just simply hacking the site.