pvp???

Mysticnessa - Lost City

Hi all! im new to PW and was just wondering about pvp in guilds. when your in a guild how do you like take over a land (not that im anywhere near that ^^) do u attack the guild who has control over it or... and also are theyre any rules to pvp or is it a free for all? well thats my question and thanks in advance!! ~Nessa