Online competition is fierce because there are numerous companies and websites providing the same information and services. Therefore, numerous white hat and black hat techniques are employed by site owners and SEO marketers to get ahead of their competitors. One of the common black hat methods which have gained popularity in the recent past is negative SEO. As implied, the objective of negative SEO is converse to that of standard Search Engine Optimization. In simple terms, negative SEO is aimed at causing a steep decline in search engine rankings, instead of causing an increase.