Reverse SEO consists of actions or techniques aimed at demoting a website in search engine results. Its objective is diametrically opposed to that of traditional search engine optimization (SEO). This term is primarily used to describe strategies aimed at pushing a page that is detrimental to the reputation of a brand or individual into the background for a specific search query. The preferred method of reverse SEO is to promote new pages above the content to be demoted, ideally pushing it to the second page or beyond in search results. Interestingly, this approach involves using traditional SEO to promote the targeted pages, thus creating a kind of paradox. Another technique sometimes used is backpedaling, although its results are uncertain and it carries legal risks. Companies specializing in online reputation management frequently employ this type of reverse SEO. The term reverse SEO is also used when the goal is to demote a competitor’s website, which is then referred to as a “competitor’s website.”