Any negative SEO-related techniques are unethical for obvious reasons and are aimed at undermining the ranking of a competitor’s website in search engine results pages (SERPs). Spammy backlinks might be placed onto the site, negative fake reviews posted, or hacking attempts made to manipulate the content or code of a website. Negative SEO intends to destroy the reputation and search visibility of the targeted website, leading to the eventual directing of traffic and prospective clients to the site of the assailant. Negative SEO is quantified as a real concern with dire consequences for the target site, including decreased search ranking, loss of traffic, and sometimes even brand reputation damage.