Here’s an easy theoretical way to ruin an SEO competitor’s life.

Buy a bunch of links to their site. Contact Digital Due Diligence. Wait for the story to hit big news sites. Watch your competitor’s rankings—even rankings they’ve legitimately earned—get torched by Google.

The good news: this has never happened. Better news: it never…

Aaron Wall, one of the smartest SEO consultants around, is scandalized by Digital Due Diligence. And in a sense, he’s right: by compelling Google to take action on Milanoo, we’re hurting a small, VC-backed company, and helping established retailers. Moreover, we’re helping Google (a company with its own moral conflicts) by doing their dirty…