Attempting to adversely influence the rank of a third-party site.
Over time Google shifts many link building strategies from being considered white hat to gray hat to black hat. A competitor (or a person engaging in reputation management) can point a bunch of low-quality links with aggressive anchor text at a page in order to try to get the page filtered from the search results. If these new links cause a manual penalty, then the webmaster who gets penalized may not only have to disavow the new spam links, but they may have to try to remove or disavow links which were in place for 5 or 10 years already which later became "black hat" ex-post-facto. There are also strategies to engage in negative SEO without using links.
Over time Google shifts many link building strategies from being considered white hat to gray hat to black hat. A competitor (or a person engaging in reputation management) can point a bunch of low-quality links with aggressive anchor text at a page in order to try to get the page filtered from the search results. If these new links cause a manual penalty, then the webmaster who gets penalized may not only have to disavow the new spam links, but they may have to try to remove or disavow links which were in place for 5 or 10 years already which later became "black hat" ex-post-facto. There are also strategies to engage in negative SEO without using links.
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