Ad campaigns can get nasty. We’ve all seen it happen. Generally marketers will chose a technique that pulls the competition down instead of build their own offerings up. There has, after all, always been some issues with libel and slander and other pesky legal matters like that, but they’ve never been enough to completely dissuade an unethical company from making an attempt them. And currently we have the Net opening all kinds of new ways to induce even nastier.

However simply because a replacement avenue has been opened to us, does that mean we automatically have to take it? Does that mean we tend to automatically have to test the boundaries of the law, the algorithms, or the boundaries of moral practices? In a word… no.

Traditional negative ad campaigns are around for so long as there are multiple parties promoting multiple products. It is a natural outgrowth of having two product that are so similar you cannot extremely convince anyone you’ve got something higher, thus you are trying to convince everybody that they have something worse.

We see this a lot in politics… we have a tendency to even expect it. However it is still tired other sectors quite often. However they’re careful to use a certain amount of tact, or risk having it backfire or attract legal repercussions.

And currently we have the Net making new strategies of negative ad campaigns possible. And a number of the SEO’s with a bound sense of moral leniency do their best to take advantage of them.

SEO, or search engine optimization, has been concerning learning the search engine strategies or rules so as to discern what it will take to move a website to the high of the search engine results. It needs careful observation and strict adherence to the principles so as to effectively (and ethically) position a given website.

In fact, as some corporations learn the rules and methods to ethically conduct SEO, they begin to spot some tricks as well. And from the tricks they discover loopholes. And these loopholes provide them the means to artificially manipulate the results. Thesepractices were collectively labeled black-hat SEO and also the search engines do everything they will to find these practices, as well as penalizing a web site or even banning it outright.

Unfortunately, it is specifically because of these measures that a new form of unethical SEO has cropped up – typically said asNegative SEO.

Negative SEO, like traditional negative ad campaigns, is all concerning tearing down others instead of building yourself up. Negative SEO can return during a range of forms, all of that have the aim of doing serious harm to someone else.

Some of these strategies include: Google Bowling, faux copyright complaints, click fraud, and faux duplicate content. Several of thesepractices are simply malicious, while a number of them result from new search engine policies (like within the case of Google Bowling). These practices involve conducting black-hat SEO – not for your own site, except for your competition’s site. Theoretically this would cause the penalties to happen to them and open higher ranks for you.

Does this extremely work? Some say yes, others no. Google itself says: “There’s virtually nothing a competitor can do to damage your ranking or have your web site far from our index.”

Of course, there is something suspicious concerning that “nearly” and unethical SEO’s have latched onto it as proof that it will be done (although it most likely refers to malicious hacker attacks and identity theft than it does search engine results manipulation).

Thus what’s the difference between ancient negative ad campaigns and negative SEO?

One: there are laws that govern slander and libel that protect the intended victim from traditional campaigns. You don’t have that luxury againstnegative SEO. All you’ll be able to do is hope the search engine somehow has you covered.

2: ancient campaigns try to sway opinion. Negative SEO tries to remove a competitor from the running. You can’t opt for to ignore negative ads and click their website if there’s not a web site to click.

As the Web continues to evolve, these new and unethical methods will continue to pop up. But the choice invariably remains the identical: do you want to form yourself better, or tear others down?

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