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It's their job to make sure the best results appear when I search for something.

"Best" means best for Google, not most informative to you. The big deal about negative SEO is that "worse" means worse for Google - again, it has nothing to do with your or my needs.

The combination of positive and negative SEO is intended solely for Google's long term benefit. Maybe goodwill enters into it, but only to the extent it creates value for Google's shareholders.




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