Reverse SEO is the process of improving the visibility of a website in search engine results pages (SERPs). It is the opposite of traditional SEO, which focuses on optimizing a website to rank higher in SERPs. Reverse SEO is often used by businesses that have been the victim of negative SEO, such as a smear campaign. Reverse SEO can be a time-consuming and expensive process, but it can be an effective way to improve the visibility of a website in SERPs.