Negative SEO happens when your competitors try to ruin your rankings by using unethical practices. Your competitor could use the black hat SEO technique to sabotage your rankings. When the first 3 search results get more than 50% of traffic and Google receives more than 63,000 search queries per second, you'll want every possible advantage to help your content get a piece of the pie. Adding an expiration tag to the header of your site will allow you to set how long before forcing the visitor to re-cache the page.
In most cases, setting the expiration date to 1 year is appropriate for pages that you don't update often. Ahrefs is a better option for larger sites, as well as for paid tools like ScreamingFrog, which can help identify broken images while finding 404 errors on your site. You can also set up 301 redirects to a new page if you need to update the URL structure. If the content still exists on your site, but has simply changed location, setting up a redirect will ensure that previously existing links don't send users to a 404 page.
Negative SEO attacks are basically Black Hat SEO techniques so obvious that Google has to penalize them. But it's not done on the competitor's website. It is done in yours, so that you are the one who is penalized. A negative SEO ranking factor to consider is duplicate content.
For SEO, fresh and original content is always the best. And if you have similar content, tell Google which should rank as the most authoritative by using canonical URLs. I don't think that should be the case, since negative SEO is a risk that you should always prepare for, even before launching a website for your company. There are many ways in which someone can negatively affect your search engine rankings and even hack your website for the same purpose.
Next, we're going to learn more about negative SEO from what a negative SEO attack looks like and how to avoid it. Sometimes, a negative SEO attack will involve on-page tactics by hacking your site to modify the content in a way that the hacker believes will hurt your rankings, or even adding links from your site to their own domain to improve their rankings. Negative SEO refers to the practice of using black hat and unethical techniques to sabotage a competitor's search engine rankings. While most of these negative SEO tactics are off-page, sometimes a competitor hacks your site and uses on-page methods to impact your rankings.
One of the biggest problems you can face when dealing with negative SEO attacks is that most of the time, when they are noticed, it's already too late to repair the damage right away. One of the ways a competitor can use negative SEO to attack your site is by creating unnatural or spammy backlinks. The second method that a competitor using negative SEO could use to impact your backlinks is to eliminate your best backlinks. You can't take action against negative SEO unless you know what to look for and how the attacker tries to lower your page's ranking using unethical practices.
Although negative SEO may seem like a scary concept, search engines are increasingly vigilant against negative SEO, making it less and less dangerous. A negative SEO attack occurs when a competitor primarily uses off-page tactics, such as creating unnatural backlinks or duplicating site content to negatively impact your search rankings (we'll talk about how this happens in just a minute). A negative SEO attack involves a malicious attempt by another person to damage the ranking of your website. Because Black Hat SEO is increasingly difficult to execute, and is less and less likely to deliver results, a new type of SEO called “negative SEO” has emerged.