Online businesses use SEO to get better visibility in search engines for desired keywords so that they can attract more eyeballs eventually converting into paying customers.
From the last few years, when it comes to online marketing, SEO is mainstream and this is possibly because the investment it requires is small as compared to offline advertisement; and in the longer run, the ROI is better than any other online or offline marketing channel.
As SEO is a traffic and conversion driving channel, many businesses are always competing against each other. Although this is healthy, unfortunately a small percentage of people try to manipulate the Google algorithm by doing negative SEO.
What is Negative SEO?