Quick Answer: Don't start by asking "is it negative SEO?" Start by asking what evidence you can find, in order of how provable it is. The strongest evidence is a hacked site (spam pages you never created, unknown Search Console owners, security alerts). Next is site-level abuse such as floods of junk URLs. Spammy backlinks come last, because Google says its systems usually ignore them. Work down this ladder, write down what you find, and only act where there's evidence. Disclosure: we make JuicyTraffic, a click quality tool, which helps only with the traffic-quality part. Try 200 free JuicyTraffic clicks →
"Negative SEO" and "adverse SEO" mean the same thing here: deliberate action meant to damage another site's search visibility.
The Evidence Ladder
| Level | Type | How provable | What to do |
|---|---|---|---|
| 1 | Hack or injected content | Very high. You can see the pages and the access | Treat as a security incident |
| 2 | Site-level abuse (junk URLs, crawl floods, injected canonical or noindex tags) | High, visible in Search Console and logs | Fix and block at the source |
| 3 | Fake reviews, scraping, fake link removal requests | Medium to high, you can see the content | Report, file takedowns, don't comply |
| 4 | Fake or bot traffic | Medium, needs analytics or click data | Investigate by source |
| 5 | Spammy backlinks | Low, because Google says it generally ignores them | Monitor, disavow only in specific cases |
Level 1: Rule Out a Hack First
Hacks are the clearest case. Google's hacked-site documentation describes several patterns:
- Japanese keyword hack: new pages of auto-generated Japanese text appear in randomly named directories, monetized with affiliate links to fake brand stores. Attackers often add themselves as a property owner in Search Console, so an unexpected "someone verified your site" notice is a strong warning sign.
- Cloaked keywords and links: pages that show spam to Googlebot and look normal to people.
- Gibberish hack: keyword-stuffed junk pages that redirect visitors elsewhere.
- Pharma hack: templated pages about prescription drugs, often via outdated WordPress plugins or weak credentials.
Google's guide notes that a study found 20% of hacked sites are hacked again within one day, so cleaning isn't finished until the access point is closed.
Checks:
- Search Console, Security issues.
- Search Console, Settings, Users and permissions: remove owners you don't recognize.
- Search Console, Pages (indexing) report: look for URL patterns you didn't create, or a sudden jump in indexed pages.
- Search your own domain with a
site:query and look for pages in other languages or about unrelated products. - Use URL Inspection on a suspect page. If the live page looks clean but the inspected version shows spam, that suggests cloaking.
- Check for new admin users and changed files on your server.
Level 2: Site-Level Abuse
A published case study from Gaming.net describes a traffic drop of about 90%. According to the site, attackers generated large numbers of internal search result URLs and built backlinks to them, which flooded Search Console with crawl errors, polluted the index with junk and wasted Googlebot's crawl budget, delaying indexing of real content. This is one site's own account, so treat it as an example rather than proof of how common it is. The same write-up lists a related risk: injected canonical tags or noindex directives that tell search engines to ignore or misattribute your pages.
Checks:
- Look for large numbers of URLs with search or parameter strings in the Pages report.
- Check Search Console Crawl stats for sudden spikes in requests.
- Review your server logs for repeated requests to junk URLs.
- Inspect templates and key pages for unexpected canonical or noindex tags.
- Consider blocking internal search result pages from indexing, if they're not meant to rank.
Level 3: Reviews, Scraping and Fake Requests
- Fake reviews: report them through the platform, and keep screenshots with dates.
- Scraped content: search for exact passages, then file DMCA takedown requests with the host and search engines.
- Fake link removal requests: verify who is asking. Don't remove genuine links on an unverified request.
Level 4: Bot or Fake Traffic
Spikes in visits that don't engage can come from bots, low quality paid sources or measurement errors. Segment by source, device and behavior, and check server logs. See our guides to detecting fake website traffic and bot attacks on websites. If the traffic comes from paid campaigns, review click quality by campaign and placement. JuicyTraffic does that, with per-click evidence on behavior, network, device, rules and confidence. It needs a tracking link and an on-site probe, and it doesn't analyze backlinks, rankings or hacks. Try 200 free clicks →
Level 5: Spammy Backlinks
Many guides treat a link spike as the main sign of an attack. Google's advisers say otherwise. John Mueller has said repeatedly that Google's algorithms already ignore spammy links, that most websites don't need the disavow tool, and that it's meant for extreme cases such as a manual action. In a Reddit reply covered by Search Engine Journal, he suggested ignoring spammy backlinks and improving the site. Search Engine Journal reported in 2026 that Mueller reconfirmed Google may ignore links from sites that violate its spam policies. He has also said that using the tool isn't harmful if it helps you feel more comfortable, but it can cause unnecessary work.
A Practical Ecommerce summary of comments by Google analyst Gary Illyes says that in hundreds of negative SEO complaints he reviewed, the sites had other issues causing the drop. That is an older account, so treat it as context.
What to do: note the links in your evidence log, check for a manual action, and only consider disavowing if you have a considerable number of spammy, artificial or low-quality links and those links have caused, or are likely to cause, a manual action. Read Google's official disavow guidance before using the tool.
Your Evidence Log
Copy this table into a document and fill it as you investigate:
| Date noticed | Symptom | Where seen (tool, report) | Evidence (screenshot, URL, log line) | Likely level (1 to 5) | Action taken | Result |
|---|---|---|---|---|---|---|
A log helps you separate coincidence from cause, and it's useful if you need to file a reconsideration request or report a crime.
Decision Rules
- Act now: confirmed hack, unknown Search Console owner, manual action, junk URL flood, injected tags.
- Report or file: fake reviews, scraped content, impersonation.
- Investigate further: traffic anomalies without engagement.
- Monitor: link spikes with no ranking change and no manual action.
Prevention
- Keep your CMS, plugins and themes updated, and use strong passwords and two-factor authentication.
- Limit Search Console owners and review them regularly.
- Turn on Search Console email alerts.
- Monitor new backlinks, indexed page counts and crawl stats.
- Keep backups.
Common Mistakes
- Concluding it's negative SEO before checking for a hack.
- Disavowing large lists without a manual action.
- Cleaning a hack without closing the entry point.
- Ignoring Search Console alerts.
- Not keeping a dated record of what changed.
FAQ
What is a negative SEO attack? A deliberate effort to damage another site's search visibility.
What is adverse SEO? The same thing, a less common name.
How do I check if I'm under a negative SEO attack? Use the evidence ladder: security and indexing first, then site abuse, reviews and scraping, traffic quality, and links last.
Do spammy backlinks cause ranking drops? Google's advisers say its systems generally ignore them, so check other causes first.
When should I use the disavow tool? When a considerable number of spammy or artificial links have caused, or are likely to cause, a manual action, and after careful review.
Is negative SEO illegal? Hacking and content theft are unlawful in many places. Ask a lawyer about your situation.
Bottom Line
Treat suspected negative SEO as an investigation. Look for provable problems first, such as hacks, junk URLs and fake content, keep an evidence log, and be skeptical that link spam alone explains a drop. For the paid traffic side, try JuicyTraffic's 200 free clicks →
Related Articles
- Bot Attacks on Websites: Signs, Risks and Prevention (2026 Guide)
- How to Detect Fake Traffic on Your Website
- Competitor Click Fraud in Google Ads: How to Detect and Stop It (2026 Guide)
About the Author
Dylan Dan is the founder of JuicyTraffic. He has spent 15 years specializing in adult advertising and ad-fraud prevention, helping advertisers assess traffic quality, identify invalid clicks and protect media budgets across dedicated ad networks.