A federal judge has allowed a lawsuit alleging SEO sabotage through toxic backlinks to move forward. The June 2 ruling came at the motion-to-dismiss stage, meaning the court did not determine the truth of the allegations but found the plaintiffs had plausibly alleged a false advertising claim under the federal Lanham Act, along with trademark and related Illinois consumer protection claims. The judge dismissed only the plaintiffs’ California unfair competition claims.
Specifics of the Ruling
The ruling came in a case involving Montway Auto Transport, which alleges that a competitor used toxic backlinks to harm its Google rankings. The court found that the plaintiffs had sufficiently alleged that the defendant engaged in false advertising and trademark infringement by creating and distributing toxic backlinks. The judge dismissed the California unfair competition claims but allowed the other claims to proceed.
Why This Matters for SEO Practitioners
This ruling highlights the potential legal consequences of using toxic backlinks to harm a competitor’s search rankings. SEO practitioners should be aware of the legal risks associated with such tactics and ensure their strategies comply with both ethical guidelines and legal standards.
Actionable Step for Marketers
SEO practitioners should conduct regular audits of their backlink profiles to identify and disavow any toxic backlinks. This proactive approach can help mitigate the risk of legal action and protect search rankings from potential sabotage.
