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I think negative SEO is building spam links on competitor's website in order to decrease their ranking deliberately. But I don't totally agree with this technique.
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This technique exists especially after the recent Google updates as competitors know very effective techniques to decrease your ranking.
We don't have a control over those though and I too do not agree with this technique.
To make sure that we are not victims of this technique, we need to create a large number of natural back links which we can get by doing white hat SEO.
Make your brand well known in many areas especially to the niche you are trying to rank. Once you have this, people will naturally share your link without you knowing it. Like what we do in YouTube and in Facebook or Twitter.
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