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In Negative SEO and legal remedies I noted that one form of negative SEO is "where an unscrupulous person posts fake and negative reviews about a competitor's goods or services with a view to lowering the competitor's average popularity ranking and therefore reducing its page rank, e.g., in particular commercial services, for popularity-based searches." On 6 March 2015, the English High Court delivered its judgment in a case involving a fake review where the action that was successfully pursued against the wrongdoer was indeed defamation: The Bussey Law Firm PC & Anor v Page [2015] EWHC 563. I thought I'd give a quick rundown on this case given its relevance to the negative SEO post. "A Google User received 10 months ago Not a happy camper 3 out of 3 found this review helpful" On the evidence before it, the Court wasn't having a bar of the defendant's position, concluding that "the overwhelming probability [was] that he [was] responsible for the posting from his account on the date in question and for its remaining accessible thereafter". Interestingly, one of the pieces of evidence before the court was that the defendant had advertised on Twitter as being willing to post "feedback" or a "testimonial" (a description which the Court noted corresponded to the posting complained of) for $5 via fiverr.com. The moral of this story? If you suffer from fake reviews, you may well be able to sue the wrongdoer in defamation (if you're able to identify the ratbag). Oh, and be careful what you do for a fiver! designer bags cyber monday