Negative SEO and Spam for online stores
The ultimate guide
Written by Manuel Lamas | Updated:

Beware of the risks ...
What is Negative SEO?
Negative SEO refers to a set of malicious practices aimed at damaging the ranking of an online store in search engines. These techniques include:
• Creation of toxic backlinks
Sending links from suspicious sites to damage your authority.
• Content duplication
Copy your pages and publish them elsewhere to dilute your credibility.
• Removal of legitimate backlinks
Malicious contact with your partners to get quality links removed.
What is Spam?
Spam includes all unsolicited digital interactions that affect the user experience and a site's performance, such as:
• Referral spam
Fake visitors that skew your analytics data.
• Form spam
Automatic submissions generated by bots.
• Fake reviews or malicious comments
Intended to damage your store's reputation.
Why do these threats target online stores?
Online stores are prime targets for several reasons:
• Fierce competition:
Some malicious actors may try to sabotage your efforts to gain market share.
• Sensitive data:
Payment pages and customer databases attract hackers and spammers.
• Direct impact on sales:
A drop in visibility or a damaged reputation quickly results in a loss of revenue.
Potential impact on SEO, reputation, and sales
• Ranking loss
Toxic backlinks or duplicate content can trigger a Google penalty, directly affecting your organic traffic .
• Decline in customer experience
Fake reviews or form spam give an unprofessional image of your brand.
• Financial consequences
Less visibility, fewer clicks, fewer sales – the equation is simple but alarming. And the same goes for your video content: poor SEO or negative SEO attacks can also affect your YouTube SEO , reducing the reach of your videos and slowing your multichannel growth.
As the founder of KingEshop, I've seen how damaging these attacks can be to an online store. However, with proactive monitoring and a solid strategy, it's possible to protect your site and maintain customer trust.
Types of Negative SEO
Creating low-quality backlinks to your site
Attackers create links from untrustworthy or spammy sites to reduce your site's credibility in Google's eyes.
• Example 1: Links from link farms
A network of interconnected sites generates hundreds of links pointing to your site, but from pages with no quality content.
• Example 2: Toxic link anchor
Keywords like "Viagra" or "online casino" are used to create links, associating your site with questionable topics.
Content duplication (scraping)
Your website's content is copied and published elsewhere on the web, causing duplicate content issues for search engines.
• Example 1: A blog republishes your articles
An automated blog copies your posts word for word and republishes them without your consent.
• Example 2: Marketplaces reuse your descriptions
Your product pages are copied on third-party platforms, making it hard to distinguish the original.
Removal of legitimate backlinks
Spammers impersonate you to ask webmasters to remove your quality links.
• Example 1: Fraudulent email
An email sent to a partner asks to remove a backlink, claiming that your business no longer wants to appear on their site.
• Example 2: Identity theft
A fake email account using your business name is used to harm your backlink relationships.
Malware or hacking attacks
Hackers can inject malicious code into your site or redirect your visitors to external pages.
• Example 1: Code injection
Malicious JavaScript code is added to your pages to redirect visitors to phishing websites.
• Example 2: Infected files
Compromised files are inserted into your system, affecting your users and your SEO.
Fake social profiles and online defamation
Attackers create fake accounts in your name to post harmful content or engage in negative interactions.
• Example 1: Fake reviews
Negative comments are posted on platforms like Google My Business or Trustpilot.
• Example 2: Social media impersonation
A fake Twitter profile posts controversial messages, creating a reputation crisis.
Artificial traffic generation to increase bounce rate
Traffic generated by bots is directed to your site to artificially raise your bounce rate.
• Example 1: Analytics spamming
Short and meaningless visits appear in your Google Analytics reports, skewing your data.
• Example 2: Request overload
A DDoS attack floods your server, affecting speed and access to the site for real users.
The dangers of spam for online stores
Spam in contact forms
Contact forms are often targeted by bots to send useless or malicious messages.
• Example 1: Promotional messages
A bot sends advertisements for questionable products or services through your contact form, flooding your inbox.
• Example 2: Malicious links
Messages containing links to malicious websites are inserted, exposing your employees or partners to security risks.
Fake reviews or malicious comments
Negative reviews or inappropriate comments posted on your site or on third-party platforms can damage your reputation.
• Example 1: Fake negative reviews
A competitor posts fake reviews criticizing the quality of your products or services on platforms like Trustpilot or Google My Business.
• Example 2: Spam in blog comments
Bots add comments containing promotional links or inappropriate content to your blog articles.
Referral spam that pollutes analytics data
Referral spam involves generating fake traffic to your site to contaminate your analytics reports.
• Example 1: Suspicious URLs in traffic data
You notice unusual traffic sources in Google Analytics, but they do not represent any real visitors.
• Example 2: Analysis bias
These fake traffic sources artificially increase bounce rate or distort user behavior metrics.
Bot attacks on checkout pages
Checkout pages are targeted by bots to carry out fraudulent transactions or test stolen cards.
• Example 1: Card testing
Bots use your payment page to test stolen card numbers, which can lead to high fees and issues with your payment provider.
• Example 2: Fake order creation
Fake orders are placed, cluttering your system and wasting your logistics resources.
Signs that you are a victim of Negative SEO or spam
Sudden drop in search engine rankings
A significant and rapid drop in your search rankings may be a sign of Negative SEO.
• Example 1: Loss of ranking on a strategic keyword
Your online store suddenly loses its top-ranking position for a key keyword, resulting in a drastic drop in traffic.
• Example 2: Generalized demotion
A drop in the ranking of several pages or categories indicates a systemic issue, often caused by low-quality links or targeted attacks.
• Notifications in Google Search Console
Google Search Console can alert you to critical issues affecting your site.
• Example 1: Messages related to toxic backlinks
You receive a notification indicating that your site is associated with low-quality links.
• Example 2: Errors related to security issues
An alert stating that your site contains malware or suspicious redirects.
Sudden surge of irrelevant backlinks
A sudden influx of links from questionable or irrelevant sites may indicate an attack.
• Example 1: Backlinks with irrelevant anchor texts
Anchors like "Viagra" or "Online Poker" appear in your link reports, indicating a sabotage attempt.
• Example 2: Links from unknown domains
Thousands of backlinks from sites with little or no authority are created in a short time.
Duplicate content detected online
Your content is copied and published on other websites, reducing your authority and causing penalties.
• Example 1: Full copy of product pages
Your product descriptions are being reproduced on third-party websites without your permission, diluting your visibility.
• Example 2: Duplicated blog posts
Your blog posts are being copied across multiple websites, which can lead to a penalty for duplicate content.
Abnormal increase in bounce rates or server errors
Anomalies in your engagement metrics or sudden technical issues may indicate an attack.
• Example 1: High bounce rate
You notice a sudden increase in visitors immediately leaving your site, often caused by artificial traffic.
• Example 2: Frequent server errors
500 errors or extreme slowness are often the result of denial-of-service (DDoS) attacks.
Protection against Negative SEO
Proactive backlink monitoring using tools like Ahrefs or SEMrush
Regular monitoring of your backlink profile is essential to quickly identify anomalies.
• Example 1: Detection of toxic links
Use Ahrefs to spot backlinks from suspicious sites and take action to disavow them.
• Example 2: Identification of new backlinks
With SEMrush, set up weekly reports to monitor new links added to your site and check their quality.
Setting up alerts in Google Search Console
Google Search Console lets you set up alerts to detect critical issues as soon as they arise.
• Example 1: Penalty notifications
Receive alerts about manual penalties or security issues affecting your site.
• Example 2: Monitoring crawl errors
Set up notifications to be informed about crawl errors on your pages.
Implementing protections against hacking and malware
Protecting your site from attacks is a crucial step to avoid damage caused by Negative SEO.
• Example 1: Using two-factor authentication
Add an extra layer of security with two-factor authentication on your CMS, such as WordPress.
• Example 2: Installing a firewall
Set up a Web Application Firewall (WAF) to block automated intrusion attempts.
Monitoring of social mentions and fake profiles
Protect your online reputation by monitoring brand mentions and identifying fake accounts.
• Example 1: Fake profile detection
Use tools like Mention or Brand24 to identify and report fake profiles pretending to represent your brand.
• Example 2: Monitoring of negative comments
Analyze social platforms and forums to detect harmful comments, and respond quickly to limit the impact.
Protect your store against spam
Use CAPTCHA on forms
Adding CAPTCHA to your forms significantly reduces the risk of automated spam.
• Example 1: Contact forms
Include a CAPTCHA in your contact forms to prevent mass submissions by bots.
• Example 2: Registration forms
Protect user accounts with CAPTCHA to prevent automated account creation.
Limit bots using protection tools like Cloudflare
Cloudflare and similar services offer effective protection against bot attacks.
• Example 1: Blocking suspicious traffic
Set up Cloudflare rules to block suspicious IP addresses.
• Example 2: Securing payment pages
Enable advanced features to secure sensitive pages, such as those related to payments.
Moderation of reviews and comments
Managing reviews and comments helps prevent the spread of false content on your site.
• Example 1: Manual validation of comments
Enable manual comment moderation to review relevance before publication.
• Example 2: Automated filtering
Use tools like Akismet to detect and automatically block unwanted comments.
Monitoring analytics data to identify referral spam
Referral spam can distort your traffic statistics and requires regular monitoring.
• Example 1: Traffic source analysis
Regularly review traffic sources in Google Analytics to spot suspicious websites.
• Example 2: Referrer spam exclusion
Set up filters in Google Analytics to exclude unwanted referrers and get more accurate data.
Steps to correct the effects of Negative SEO
Identify harmful backlinks
To fight Negative SEO, it is essential to identify low-quality links pointing to your site.
• Example 1: Analysis with Ahrefs
Use Ahrefs to list recent backlinks and identify those from irrelevant or low-quality domains.
• Example 2: Manual verification
Review the links to identify suspicious anchors, such as those associated with questionable terms (e.g., Viagra, online poker).
Contact webmasters to remove unwanted links
Ask site owners to remove harmful backlinks.
• Example 1: Request email template
Write a polite email explaining why the link is problematic and request its removal.
• Example 2: Using WHOIS
If no contact page is available, use a service like WHOIS to find the webmaster's contact details.
Use Google's disavow tool
When webmasters don't respond, use the disavow tool to report unwanted links to Google.
• Example 1: Creating a disavow file
List the domains or URLs to disavow in a .txt file, following Google's required format.
• Example 2: Submission in Google Search Console
Upload the file in the dedicated section of Google Search Console to ignore harmful backlinks.
Restore deleted legitimate backlinks
Check if your quality backlinks have been removed and take steps to recover them.
• Example 1: Monitor backlinks with Monitor Backlinks
Identify the removed links and contact the webmasters to understand the reasons.
• Example 2: Suggest a content update
If a link is removed due to outdated content, suggest an updated version to encourage reintegration.
Recovery after a malware or hacking attack
Scan and clean the site using security tools
The first step after an attack is to identify and remove the malware.
• Example 1: Using Sucuri
Sucuri offers in-depth analysis to detect compromised files and remove malicious code.
• Example 2: Scan with Wordfence
For WordPress sites, Wordfence offers a powerful solution to locate and eliminate threats.
Data restoration via backups
If your site has been compromised, a quick restoration from a clean backup can minimize the impact.
• Example 1: Automated backups
Use tools like UpdraftPlus or JetBackup to set up regular automated backups.
• Example 2: Verification before restoration
Before restoring, make sure the backup files are free of malware to avoid reinfection.
Strengthen security with two-factor authentication and firewalls
Protect your site against future attacks with advanced security measures.
• Example 1: Setting up two-factor authentication
Enable two-step verification using plugins like Google Authenticator for WordPress.
• Example 2: Installing a web application firewall
Solutions like Cloudflare or Sucuri WAF (Web Application Firewall) add an extra layer of protection against intrusions.
Notify customers in case of a data breach
If customer data is compromised, it is crucial to inform them quickly and restore their trust.
• Example 1: Sending a transparent email
Inform your customers about the nature of the incident, the measures taken, and the actions they should take (e.g., change their password).
• Example 2: Offer a protection solution
Offer data monitoring tools, such as a free subscription to an identity protection service, to reassure your customers.
Strategies to strengthen your SEO against threats
Prioritize quality backlinks
Building a strong backlink profile can help mitigate the impact of Negative SEO attacks.
• Example 1: Collaborate with reputable blogs
Identify relevant niche websites and offer high-quality guest content to earn reliable backlinks.
• Example 2: Use tracking tools
Tools like Ahrefs or Moz let you monitor your backlinks to maintain their quality.
Create original content with high added value
Authentic and helpful content not only boosts your SEO but also protects your site from duplication risks.
• Example 1: In-depth guides
Write in-depth articles or ebooks that address your audience's specific needs.
• Example 2: Educational videos
Create tutorials or product demos to enhance the user experience and build visitor loyalty.
Improve user experience to reduce bounce rates
An optimized UX reduces negative signals sent to search engines.
• Example 1: Site speed
Optimize your page loading speed using tools like Google PageSpeed Insights.
• Example 2: Simplified navigation
Use a clear structure and intuitive design to keep visitors on your site longer.
Build a strong brand and a loyal community
A strong brand is less vulnerable to external attacks.
• Example 1: Social media
Engage your audience on social platforms by sharing interactive content and responding to comments.
• Example 2: Loyalty programs
Implement reward systems to encourage your customers to return and share their positive experiences.
Case studies: Shops that overcame Negative SEO
Example 1: An e-commerce store targeted by spam backlinks
A shop specializing in accessories received hundreds of toxic backlinks in just a few days.
• Strategy used:
Link analysis with SEMrush and use of Google's disavow tool.
• Result:
Rankings restored in 6 weeks thanks to increased vigilance and a positive backlink campaign.
Example 2: Recovery of a site after a content duplication attack
A cosmetics website discovered that its content had been copied and shared across multiple platforms.
• Strategy used:
Using Copyscape to detect duplicates and sending DMCA requests to remove the content.
• Result:
Removal of 90% of duplicated content and increase in organic traffic.
Example 3: How a site strengthened its security and gained credibility
A tech store was repeatedly targeted by hacking attempts, damaging its reputation.
• Strategy used:
Implementation of a firewall, regular security audits, and two-factor authentication.
• Result:
Increased customer trust and 80% reduction in security incidents.
The importance of transparency with your customers
Communicate in case of a problem (attack or data breach)
Transparency is crucial to maintaining customer trust after an incident.
• Example 1: Information email
Send an email explaining the situation, the actions taken, and the steps customers should follow to protect themselves.
• Example 2: Update page
Create a dedicated page on your site where you share regular updates about the resolution of the issue.
Build trust with regular updates on security measures
Reassure your customers by showing that you take their security seriously.
• Example 1: Security certifications
Display security badges such as SSL or ISO on your site.
• Example 2: Company blog
Share articles explaining your ongoing efforts to improve security and data protection.
Turn incidents into opportunities to prove your commitment
Handle crises professionally to strengthen your brand image.
• Example 1: Offer compensation
Offer discounts or benefits to affected customers to demonstrate your commitment.
• Example 2: Public testimonial
Publish an article or video explaining how you overcame the incident and the lessons learned to protect your customers in the future.
Essential tools to monitor and protect your site
Google Search Console for alerts and tracking
Google Search Console is an essential tool to manage and monitor your website.
• Example 1: Receive alerts about anomalies
Enable notifications to be alerted of security issues, unindexed pages, or manual penalties.
• Example 2: SEO performance tracking
Analyze impressions, clicks, and keywords to quickly identify suspicious traffic drops.
Ahrefs, SEMrush and MonitorBacklinks to analyze backlinks
These tools enable proactive management of your backlinks, essential for detecting and preventing Negative SEO attacks.
• Example 1: Ahrefs
Use Ahrefs to check backlink quality, identify toxic links, and monitor new connections.
• Example 2: SEMrush
With SEMrush, generate detailed reports on your link profile and compare your site with your competitors.
• Example 3: MonitorBacklinks
Receive automatic alerts when new backlinks appear, allowing you to respond quickly to threats.
Content duplication monitoring tools like Copyscape
Content duplication can seriously affect your SEO ranking. Copyscape is an effective tool to detect and manage this issue.
• Example 1: Regular check
Scan your site and articles to identify if similar content exists elsewhere on the web.
• Example 2: Sending DMCA requests
Use Copyscape's results to report copyright violations and request the removal of copied content.
Other useful tools to enhance security and monitoring
• Example 1: Pingdom
Monitor loading time and server status to quickly detect anomalies caused by attacks or technical issues.
• Example 2: Mention
Use Mention.net to monitor your brand mentions online and identify fake profiles or defamatory comments.
• Example 3: Wordfence for WordPress
Protect your WordPress site with a firewall and regular scans to detect hacking or malware attempts.
Automate protection and recovery
Set up automatic alerts for SEO changes
Automatic alerts allow you to quickly detect threats and react before the damage worsens.
• Example 1: Alerts via Google Search Console
Set up notifications to be informed about manual penalties, indexing issues, or security threats.
• Example 2: Using Ahrefs
Receive instant alerts when suspicious new backlinks appear or valuable links disappear.
Ongoing monitoring of backlinks and brand mentions
Proactive monitoring is essential to protect your online reputation and SEO rankings.
• Example 1: Backlink tools like MonitorBacklinks
Automate backlink monitoring to receive regular reports on the quality and evolution of your profile.
• Example 2: Mention.net for mention management
Set up alerts to detect mentions of your brand on blogs, social networks or forums, so you can quickly spot fake profiles or malicious comments.
Planning regular backups for quick recovery
Automated backups are essential to minimize downtime and quickly restore your site in case of an attack or technical issue.
• Example 1: Using a WordPress plugin
Tools like UpdraftPlus let you schedule automatic backups and store them on platforms like Google Drive or Dropbox.
• Example 2: Hosting solutions with integrated backups
Choose a hosting provider that offers daily automatic backups to ensure your data is secure.
Example 3: Regular restoration tests
Run periodic tests to ensure your backups are complete and functional, reducing the risk of prolonged downtime.
Benefits of full automation
• Example 1: Reduction of operational stress
By automating protection and recovery, you can focus on other critical aspects of your online store.
• Example 2: Increased responsiveness
Automated tools allow instant response to threats, reducing the impact on your SEO and revenue.
• Example 3: Proactive risk management
Anticipate issues before they impact your business with continuous monitoring and real-time alerts.
Avoid common SEO mistakes
Do not ignore Google Search Console alerts
Google Search Console notifications can reveal critical issues affecting your site. Ignoring them may worsen the situation.
• Example 1: Security warnings
An alert about hacked content or a malware attack must be handled immediately to avoid a penalty.
• Example 2: Indexing issues
If Google cannot index certain pages, it may be due to robots.txt errors or incorrect metadata.
Avoid risky SEO practices like buying links
Buying backlinks or using manipulated link networks can lead to a Google penalty, damaging your credibility.
• Example 1: Low-quality links
Backlinks from irrelevant or spammy sites can negatively affect your ranking.
• Example 2: Excessive keyword use in anchor texts
Over-optimization of keywords in backlinks may be detected as an attempt to manipulate rankings by Google.
Keep an eye on your SEO partners or agencies to avoid mistakes
Your SEO partner or agency may make mistakes or adopt risky practices without your knowledge. Regular monitoring is essential.
• Example 1: Request detailed reports
Request transparent reports showing the tactics used, the backlinks created, and the results achieved.
• Example 2: Monitor automated strategies
Some agencies use automated tools that generate low-quality content or links, which can harm your site in the long run.
Best practices to adopt to avoid mistakes
• Example 1: Internal training
Educate your team on SEO basics so they can spot questionable or non-compliant practices.
• Example 2: Regular SEO audits
Run frequent audits with tools like SEMrush or Ahrefs to detect and fix potential issues.
• Example 3: Strategic collaborations
Work with trusted partners or agencies known for their ethical and effective practices.
Emerging trends in Negative SEO and spam
Growing role of artificial intelligence in attacks and defense
AI plays an increasingly important role, both in launching Negative SEO attacks and in protecting websites.
• Example 1: AI-driven attacks
Smart algorithms generate toxic backlinks or large-scale duplicate content, making them harder to detect.
• Example 2: AI-based defense
Tools like SEMrush and Ahrefs now integrate AI to detect suspicious link patterns and automatically alert users.
Increasing sophistication of automated attacks
Automated attacks have become more complex, targeting specific vulnerabilities in online stores.
• Example 1: Smart referral spam
Bots generate targeted artificial traffic to disrupt analytics and distort marketing decisions.
• Example 2: Selective content duplication
Attackers copy only the best-performing pages of a site, lowering their value in the eyes of search engines.
Importance of social media in the fight against defamation
Social media is a double-edged sword: it can be used to spread false information, but also to restore the truth.
• Example 1: Proactive management of fake profiles
Monitor your brand mentions with tools like Mention or Brand24 to quickly detect and report fraudulent accounts.
• Example 2: Counterattack with authentic content
Share customer testimonials, authentic videos, and positive messages to strengthen your shop's reputation.
How to prepare for new threats
• Example 1: Ongoing training
Invest in training your team so they understand new trends in SEO and cybersecurity.
• Example 2: Updating defense tools
Adopt scalable solutions, such as advanced firewalls and monitoring tools powered by artificial intelligence.
• Example 3: Collaboration with experts
Work with agencies specialized in reputation management and Negative SEO protection to anticipate emerging threats.
Specific advice for online stores
Importance of security on payment pages
Payment page security is crucial to protect your customers and your reputation.
• Example 1: SSL Certificates
Make sure your site uses an SSL certificate to encrypt users' sensitive information. Pages should display a secure padlock and use the HTTPS protocol.
• Example 2: Fraud detection tools
Integrate tools like Stripe Radar or PayPal Advanced Fraud Protection to identify and block suspicious transactions.
• Example 3: Security notifications
Send automated emails to inform your customers when unusual activity is detected on their account.
Managing fake reviews to protect your reputation
Fake reviews can damage your store's credibility. Adopt a proactive strategy to manage them.
• Example 1: Strict moderation
Use platforms like Trustpilot or Google Reviews to report and remove fake reviews. Integrate tools that automatically verify the authenticity of comments.
• Example 2: Responding to negative reviews
Respond politely and professionally to negative reviews, even if they are false, to demonstrate your commitment to customer satisfaction.
• Example 3: Encourage real reviews
Offer incentives such as discounts or loyalty points to customers who leave honest and constructive reviews.
Build a strong relationship with your customers to strengthen trust
A long-term relationship of trust with your customers protects you against Negative SEO attacks and spam.
• Example 1: Transparent communication
Keep your customers informed about important updates, such as security improvements or changes to your privacy policies.
• Example 2: Loyalty through personalization
Use CRM tools to personalize your offers and communications, thereby strengthening customer relationships.
• Example 3: Offer solid guarantees
Offer clear and generous return and refund policies to reduce customer anxiety and build trust in your store.
Conclusion: Mastering the challenges of Negative SEO and spam
Summary of prevention and recovery strategies
Protecting your online store from Negative SEO and spam relies on solid, well-defined strategies:
• Proactive backlink monitoring:
Use tools like Ahrefs or SEMrush to quickly detect harmful links.
• Managing reviews and fake comments:
Actively moderate reviews and respond to comments to protect your reputation.
• Website security:
Strengthen security with SSL certificates, firewalls, and malware detection tools.
Importance of proactive and continuous monitoring
SEO is a constantly evolving field, and threats like Negative SEO require ongoing vigilance.
• Example 1: Alert automation
Set up automatic alerts via Google Search Console to be notified of any significant changes.
• Example 2: Regular audits
Schedule quarterly SEO audits to identify potential issues before they impact your store.
• Example 3: Team training
Train your team in SEO best practices and spam detection for a collaborative and effective approach.
Integrate these practices into a comprehensive SEO strategy
Protecting your online store against Negative SEO and spam should not be a one-time action, but a core part of your SEO strategy.
• Combine prevention with improvement:
Combine protection tools with ongoing efforts to improve your content, UX, and customer service.
• Make transparency your strength:
Communicate openly with your customers to strengthen their trust, even in times of trouble.
• Invest in the future:
New technologies, such as artificial intelligence, can become valuable allies in the fight against SEO threats.
By integrating these principles into your SEO approach, you will ensure the sustainability and success of your online store in the face of growing digital challenges.
Thank you for reading this page to the end!
