> What would stop a pair of people from colluding such that one defames the other with good SEO, they extract money from Google, and split the difference? Firs

> What would stop a pair of people from colluding such that one defames the other with good SEO, they extract money from Google, and split the difference? First suing Google is expensive, and you'd have to prove actual damages (loss of business, reputation, divorce) before a court a law. Cases such as these aren't a slam dunk. Why would anyone want to risk their reputation over that kind of unhinged and risky scheme? A man's reputation is everything. Your thought experiment is far fetched.