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Since its launch, Google penguins have been dancing on the minds and hearts of digital marketing experts. Like its cousin Panda, it has taken the internet marketing by storm and has drastically affected the website rankings. As most of us are now familiar to what penguin update has targeted to and how it is focused to promote ethical SEO practices, Companies who had adopted unethical ways to establish their PR and built their back link farms through immoral practices have suffered greatly at the hands of Google Penguin.

However there is still some doubt that this Penguin is going to take down all unethical practices and will be successful in implementing its moral guidelines. It is predicted that this update by Google has been or will ultimately boost the negative SEO practices. Since competition among the companies to gain better SERP and PR has increased, thus companies tend to adopt negative SEO practices to pull down their competitors. This has been happening for quite a while now that firms tend to damage their competitor's websites by giving bad reviews, posting unnatural links to their sites, damaging their online reputation in order to bring their website in the top ranked sites.

Unfortunately there is no specific tool adopted by Google to either check or stop this practice. Google algorithms are just there to analyze the quality and quantity of back links and how credible the site is through its content, PR etc. They are not able to differentiate whether the links are posted deliberately to bring down your site on the ranking ladder or identify the spammers doing this to your site without your knowledge. Hence the whole responsibility falls on the webmasters or SEO Firms to to keep track of their websites and identify any unnatural back links pointing to their websites.

Since back link building is one of the major factors used by Google to analyze the quality of a website hence many small or medium firms are using negative SEO techniques to sabotage their competitors and gain better ranking. Giant firms or financially strong websites are not really affected by negative SEO as they have the legal power and strong analytics to keep the spammers away whereas the small players need to stay alert on their competitor activities.

On the other hand Google need to come up with some more refined and strict tool to counter negative SEO practices. It needs to reconsider its strategies to reward websites solely on the basis of PR and back link numbers because now with negative SEO this has become much easier for spammers to bring their sites in high ranking. If Google did not realize this soon, it will ultimately impact its search quality.

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