{"id":172485,"date":"2024-02-28T08:43:51","date_gmt":"2024-02-28T13:43:51","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=172485"},"modified":"2024-08-27T10:23:22","modified_gmt":"2024-08-27T15:23:22","slug":"toxic-backlinks","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/toxic-backlinks\/","title":{"rendered":"Toxic Backlinks: SEO Woe or a Load of Baloney?"},"content":{"rendered":"\n<div class=\"intro-txt\">Toxic backlinks are links that some SEO tools say could hurt your website\u2019s Google rankings. The implication is that you should disavow them to keep your site&nbsp;safe.<\/div>\n\n\n\n<p>But there\u2019s some disagreement and confusion among SEOs as to whether \u201ctoxic\u201d links are actually a thing and what, if anything, you should do about&nbsp;them.&nbsp;<\/p>\n\n\n\n<p>If you believe Google\u2019s John Mueller, they\u2019re not:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1172\" height=\"432\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/googles-john-mueller-said-that-google-has-no-not.png\" alt=\"Google's John Mueller said that Google has &quot;no notion&quot; of toxic links on Twitter \" class=\"wp-image-172486\" style=\"width:600px;height:auto\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/googles-john-mueller-said-that-google-has-no-not.png 1172w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/googles-john-mueller-said-that-google-has-no-not-680x251.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/googles-john-mueller-said-that-google-has-no-not-768x283.png 768w\" sizes=\"auto, (max-width: 1172px) 100vw, 1172px\"><\/figure>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> John has since <a href=\"https:\/\/twitter.com\/JohnMu\/status\/1479038061275226112\">deleted this tweet<\/a>. Tin-foil hats at the&nbsp;ready!<\/div>\n\n\n\n<p>Yet, <a href=\"https:\/\/twitter.com\/JoshuaCHardwick\/status\/1754872836848500894\">according to my poll<\/a>, the majority (just!) of SEOs think they&nbsp;are:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">do you think \u201ctoxic backlinks\u201d are a thing? <br><br>btw i\u2019m sticking with yes\/no here to gauge the general consensus, but if you\u2019re feeling \u201cit depends\u201d then reply with&nbsp;why&nbsp;\ud83d\ude42<\/p>\u2014 Joshua Hardwick (@JoshuaCHardwick) <a href=\"https:\/\/twitter.com\/JoshuaCHardwick\/status\/1754872836848500894?ref_src=twsrc%5Etfw\">February 6,&nbsp;2024<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>So\u2026 what\u2019s the deal here? Are toxic backlinks actually a thing? Are they hurting your site? And if so, what should you be doing about&nbsp;them?&nbsp;<\/p>\n\n\n\n<p>Before we can answer those questions, we need to understand the terminology\u2026&nbsp;<\/p>\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Spammy vs. manipulative vs. toxic links\" data-section=\"spammy-vs-manipulative-vs-toxic-links\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172485-_x8qu30b2el30\"><\/a><em>Spammy<\/em>, <em>manipulative<\/em>, and <em>toxic<\/em> links<em>\u2026<\/em> they\u2019re not the same&nbsp;thing!<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Every website has <em>some<\/em> spammy backlinks that just don\u2019t make sense. But that doesn\u2019t necessarily make them manipulative or \u201ctoxic.\u201d <\/p>\n\n\n\n<p>For example, here are a couple of obviously spammy links to our&nbsp;site:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1828\" height=\"664\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/example-of-spammy-links-via-ahrefs-site-explorer.png\" alt=\"Example of spammy links, via Ahrefs' Site Explorer\" class=\"wp-image-172488\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/example-of-spammy-links-via-ahrefs-site-explorer.png 1828w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/example-of-spammy-links-via-ahrefs-site-explorer-680x247.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/example-of-spammy-links-via-ahrefs-site-explorer-768x279.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/example-of-spammy-links-via-ahrefs-site-explorer-1536x558.png 1536w\" sizes=\"auto, (max-width: 1828px) 100vw, 1828px\"><\/figure>\n\n\n\n<p>We didn\u2019t build or buy either of these, so they\u2019re not \u201cmanipulative\u201d by definition. They\u2019re just low-quality links we\u2019ve attracted over time because the internet is rife with spammers.&nbsp;<\/p>\n\n\n\n<p>If you study <a href=\"https:\/\/developers.google.com\/search\/docs\/essentials\/spam-policies#link-spam\">Google\u2019s link spam documentation<\/a> carefully, you\u2019ll see that, in theory, these aren\u2019t the kind of spammy links they have a problem with. They warn only against the ill effects of spam links intended to manipulate rankings.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Google uses links as an important factor in determining the relevancy of web pages. Any <strong>links that are intended to manipulate rankings in Google Search results may be considered link spam<\/strong>. This includes any behavior that manipulates links to your site or outgoing links from your&nbsp;site.&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p>Here are the examples Google gives of these manipulative links:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1314\" height=\"1410\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/what-google-says-are-manipulative-links.jpg\" alt=\"What Google says are manipulative links\" class=\"wp-image-172489\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/what-google-says-are-manipulative-links.jpg 1314w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/what-google-says-are-manipulative-links-396x425.jpg 396w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/what-google-says-are-manipulative-links-768x824.jpg 768w\" sizes=\"auto, (max-width: 1314px) 100vw, 1314px\"><\/figure>\n\n\n\n<p>As for \u201ctoxic backlinks,\u201d this is just a term made up by certain SEO tools to describe backlinks <em>they<\/em> think could hurt your rankings based on several so-called \u201cmarkers.\u201d <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/twitter.com\/JohnMu\/status\/1533697837703348224\n<\/div><\/figure>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Key takeaway<\/div><div class=\"recommendation-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Spammy links <\/strong>are low-quality links that every site attracts through no fault of their&nbsp;own.&nbsp;<\/li>\n\n\n\n<li><strong>Manipulative links<\/strong> are links built or bought solely to improve Google rankings.&nbsp;<\/li>\n\n\n\n<li><strong>Toxic links<\/strong> are links that certain SEO tools say could hurt your website\u2019s rankings.&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Will spammy links hurt your rankings?\" data-section=\"will-spammy-links-hurt-your-rankings?\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172485-_104n3k27wrv0\"><\/a>Will spammy links hurt your rankings?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If you asked this question before September 2016, the answer would have likely been \u201cyes.\u201d Now it\u2019s \u201cprobably not.\u201d&nbsp;<\/p>\n\n\n\n<p>So what changed?&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/developers.google.com\/search\/blog\/2016\/09\/penguin-is-now-part-of-our-core\">Penguin 4.0<\/a>.\n<\/p>\n\n\n\n<p>With this algorithm update, Google switched from demoting pages to a system that tries to ignore bad links.<strong> <\/strong> <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Penguin is now more granular. Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole&nbsp;site.&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p>Since then, <strong>Google\u2019s <a href=\"https:\/\/www.youtube.com\/watch?v=XOWpo0QUZFM&amp;t=2041s\">stance<\/a> has been that you can ignore spammy backlinks.&nbsp;<\/strong><\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>If you\u2019re seeing individual links that pop up and you say, \u201coh this looks like a spammer dropped the link\u201d or whatever, I would completely ignore those. [\u2026] because these spammy links happen to every website and Google\u2019s system has seen them so many times over the years that we\u2019re very good at just ignoring them.&nbsp;<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"John Mueller\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/1516281845299.jpg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">John Mueller,<\/span> <span class=\"quote-author-job\">Search Advocate <a href=\"https:\/\/twitter.com\/johnmu?lang=en\" target=\"_blank\">Google<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>But is this true? Is Google really as good at ignoring low-level spam as we\u2019re made to believe?&nbsp;<\/p>\n\n\n\n<p>Judging by my colleague Chris\u2019s <a href=\"https:\/\/www.linkedin.com\/posts\/chris-haines-seo_seos-how-do-you-deal-with-low-quality-activity-7155563896840273921-pXcs\/\">recent poll on LinkedIn<\/a>, a good chunk of SEOs (38%) don\u2019t think so, as they\u2019re still disavowing them.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1378\" height=\"976\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/most-seos-either-disavow-or-do-nothing-about-spamm.png\" alt=\"Most SEOs either disavow or do nothing about spammy backlinks\" class=\"wp-image-172491\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/most-seos-either-disavow-or-do-nothing-about-spamm.png 1378w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/most-seos-either-disavow-or-do-nothing-about-spamm-600x425.png 600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/most-seos-either-disavow-or-do-nothing-about-spamm-768x544.png 768w\" sizes=\"auto, (max-width: 1378px) 100vw, 1378px\"><\/figure>\n\n\n\n<p>Does that mean they\u2019re right to do so? Not necessarily. It just means they don\u2019t fully trust Google that they won\u2019t do any harm. They\u2019re being careful.&nbsp;<\/p>\n\n\n\n<p>Personally, the person I trust most to answer this question in 2024 is <a href=\"https:\/\/twitter.com\/mhc_inc?lang=en\">Dr. Marie Haynes<\/a>. I don\u2019t think anyone\u2019s done more research into this than her. She\u2019s spent well over a decade working to understand Google\u2019s search algorithms and auditing link profiles on behalf of business owners.&nbsp;<\/p>\n\n\n\n<p>Now, the interesting part of that statement (and why I actually trust her!) is the obvious conflict of interest. Until fairly recently, she made her living selling link audit and disavow file creation services\u2014and for a pretty hefty sum at&nbsp;that!&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"762\" height=\"484\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/pricing-from-maries-link-audit-services-page-in-m.png\" alt=\"Pricing from Marie's link audit services page in March 2023\" class=\"wp-image-172492\" style=\"width:483px;height:auto\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/pricing-from-maries-link-audit-services-page-in-m.png 762w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/pricing-from-maries-link-audit-services-page-in-m-669x425.png 669w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/pricing-from-maries-link-audit-services-page-in-m-260x166.png 260w\" sizes=\"auto, (max-width: 762px) 100vw, 762px\"><figcaption class=\"wp-element-caption\">Pricing from Marie\u2019s link audit services page in March&nbsp;2023<\/figcaption><\/figure>\n\n\n\n<p>Clearly, it would be good news for Marie if Google were still terrible at ignoring spammy backlinks because she could sell more link audits!&nbsp;<\/p>\n\n\n\n<p>Yet, these days, she no longer appears to offer such services. In fact, she\u2019s actually been warning folks against the need to disavow low-quality, spammy backlinks for a few&nbsp;years.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s a quote from <a href=\"https:\/\/www.mariehaynes.com\/disavow-blacklist-tool\/\">a 2022 blog post of hers<\/a>: <\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>While there is no harm in disavowing low quality spammy links, it likely does not help improve rankings. We believe that Google\u2019s algorithms are already ignoring these links. [\u2026]. When we do see improvements these days after disavowing, it is always in sites where we have disavowed links that were purposely made for SEO and very little else.&nbsp;<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Marie Haynes\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/marie-haynes.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Marie Haynes,<\/span> <span class=\"quote-author-job\">CEO <a href=\"https:\/\/twitter.com\/Marie_Haynes\" target=\"_blank\">Marie Haynes Consulting<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>It\u2019s clear that Marie is being cautious with her words here. But overall, her opinion after digging into this for many years seems to be that, yes, Google is now pretty good at ignoring most low-quality spammy links.&nbsp;<\/p>\n\n\n\n<p>Does that mean they\u2019re perfect? No. But it does mean that <strong>worrying about obvious low-quality link spam is probably a waste of time for most people. <\/strong> <\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Will manipulative links hurt your rankings?&nbsp;\" data-section=\"will-manipulative-links-hurt-your-rankings?&nbsp;\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172485-_nwiw3kx31xmg\"><\/a>Will manipulative links hurt your rankings?&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If you\u2019re buying or building the types of links that Google class as \u201clink spam\u201d then, <strong>yes, they can absolutely hurt your rankings.<\/strong> <\/p>\n\n\n\n<p>But before you panic about that link exchange you did with your best friend\u2019s wife\u2019s brother, Google is likely looking for patterns of manipulation here. In other words, manipulative link profiles rather than manipulative individual links:&nbsp;<\/p>\n\n\n\n<p>Danny Richman, founder of Richman SEO Training, agrees:&nbsp;<\/p>\n\n\n\n<blockquote class=\"twitter-tweet\" data-conversation=\"none\"><p lang=\"en\" dir=\"ltr\">I don\u2019t believe in toxic links. I do believe in toxic link profiles.<\/p>\u2014 Danny Richman (@DannyRichman) <a href=\"https:\/\/twitter.com\/DannyRichman\/status\/1754892057976492306?ref_src=twsrc%5Etfw\">February 6,&nbsp;2024<\/a><\/blockquote> <script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p>Here\u2019s a bit more context from&nbsp;Danny:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Sorry \ud83d\ude42 I don\u2019t believe any single link - in isolation - is harmful. However, a ton of crappy links pointing to a site is a whole different story. It\u2019s all about the bigger picture.<\/p>\u2014 Danny Richman (@DannyRichman) <a href=\"https:\/\/twitter.com\/DannyRichman\/status\/1754894673460531319?ref_src=twsrc%5Etfw\">February 6,&nbsp;2024<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>As for Marie Haynes, she echoes a similar sentiment in <a href=\"https:\/\/searchengineland.com\/toxic-links-disavows-seo-383324\">this post<\/a>. She states that manual actions aside, she would only recommend a client disavow links if they have \u201ca very large number of links that [they] feel the webspam team would consider to be \u2018manipulative.\u2019&nbsp;\u201d <\/p>\n\n\n\n<p>In these cases, Google often slaps the worst offenders with an unnatural links <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/manual-action\">manual action<\/a>. If you get one of those, that\u2019s Google telling you, \u201cHey\u2026 you\u2019re being demoted in search because we think you\u2019ve been trying to game the system with manipulative links.\u201d&nbsp;<\/p>\n\n\n\n<p>But this doesn\u2019t have to happen for manipulative links to be a problem. It\u2019s possible for Google to algorithmically demote a site if they detect a large volume of spammy and manipulative links, at least <a href=\"https:\/\/youtu.be\/mrKcjUn27bI?si=mLAxBERSMU-pWvgt&amp;t=2241\">according to John Mueller<\/a>. <\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>If we see a very strong pattern [of spammy links] there, then it can happen that our algorithms say well, we really have kind of lost trust with this website and at the moment based on the bigger picture on the web, we kind of need to be more on almost a conservative side when it comes to to understanding this website\u2019s content and ranking it in the search results. And then you can see kind of a drop in the visibility there.&nbsp;<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"John Mueller\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/1516281845299.jpg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">John Mueller,<\/span> <span class=\"quote-author-job\">Search Advocate <a href=\"https:\/\/twitter.com\/johnmu?lang=en\" target=\"_blank\">Google<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>Either way, the point remains: it\u2019s patterns of manipulation that are likely to hurt rankings. There\u2019s very little chance that you need to worry about the odd potentially dodgy link here and&nbsp;there.&nbsp;<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to find truly toxic links that may be hurting your rankings&nbsp;\" data-section=\"how-to-find-truly-toxic-links-that-may-be-hurting-your-rankings&nbsp;\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172485-_o4r0a4k1fxrl\"><\/a>How to find truly toxic links that may be hurting your rankings&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>While it might be tempting to use an SEO tool that finds \u201ctoxic backlinks\u201d for you, I\u2019d seriously urge you to reconsider. Trusting these can do more harm than good. Way&nbsp;more.&nbsp;<\/p>\n\n\n\n<p>Just look at <a href=\"https:\/\/www.reddit.com\/r\/SEO\/s\/cb4d85RVro\">this unfortunate Redditor\u2019s<\/a> reply to John Mueller:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"524\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/someone-on-reddits-traffic-tanked-60-after-disav.png\" alt=\"Someone on Reddit's traffic tanked 60% after disavowing &quot;toxic&quot; backlinks in one SEO tool\" class=\"wp-image-172495\" style=\"width:650px;height:auto\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/someone-on-reddits-traffic-tanked-60-after-disav.png 1140w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/someone-on-reddits-traffic-tanked-60-after-disav-680x313.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/someone-on-reddits-traffic-tanked-60-after-disav-768x353.png 768w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\"><figcaption class=\"wp-element-caption\">A 60% drop in traffic! That\u2019s no&nbsp;joke!&nbsp;<\/figcaption><\/figure>\n\n\n\n<p>Even if this is an extreme case, worrying about these links likely only wastes time because, <a href=\"https:\/\/searchengineland.com\/toxic-links-disavows-seo-383324\">according to Marie Haynes<\/a>, they\u2019re rarely truly&nbsp;toxic:&nbsp;<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>I find that the truly toxic links\u2026the ones that could have the potential to harm your site algorithmically (although you\u2019d have to really overdo it, as I\u2019ll describe below), are rarely returned by an SEO&nbsp;tool.&nbsp;<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Marie Haynes\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/marie-haynes.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Marie Haynes,<\/span> <span class=\"quote-author-job\">CEO <a href=\"https:\/\/twitter.com\/Marie_Haynes\" target=\"_blank\">Marie Haynes Consulting<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>Sam McRoberts, CEO of VUVU Marketing, seems to&nbsp;agree:&nbsp;<\/p>\n\n\n\n<blockquote class=\"twitter-tweet\" data-conversation=\"none\"><p lang=\"en\" dir=\"ltr\">Sure, clearly if you secure a bunch of PBN links and Google spots it and gives you a manual penalty, they were \u201ctoxic links\u201d\u2014but the links marked as toxic by most SEO tools are very often neutral at worst, not&nbsp;toxic.<\/p>\u2014 Sam McRoberts (@Sams_Antics) <a href=\"https:\/\/twitter.com\/Sams_Antics\/status\/1755008350914232508?ref_src=twsrc%5Etfw\">February 6,&nbsp;2024<\/a><\/blockquote> <script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p>So\u2026 how do you find truly toxic backlinks that are likely to be hurting your&nbsp;site?&nbsp;<\/p>\n\n\n\n<p>The truth? You might not even need to look for them. If you haven\u2019t built or bought <a href=\"https:\/\/developers.google.com\/search\/docs\/essentials\/spam-policies#link-spam\">links that Google considers link spam<\/a> at any reasonable scale, chances are you\u2019re good.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re not confident about that, do a manual <a href=\"https:\/\/ahrefs.com\/blog\/backlink-audit\/\">backlink audit<\/a> with a tool like Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>. <\/p>\n\n\n\n<p>The <strong>Anchors<\/strong> report is a good starting point if you\u2019ve never done this. It shows you the words and phrases people use when linking to you. If they look unnatural or over-optimized (lots of exact matches of keywords you\u2019re trying to rank for), that could be a sign you have paid or other links intended to manipulate rankings.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"624\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/example-of-keyword-rich-anchors-which-are-often-a.png\" alt=\"Example of keyword-rich anchors, which are often a sign of paid backlinks\" class=\"wp-image-172497\" style=\"width:373px;height:auto\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/example-of-keyword-rich-anchors-which-are-often-a.png 640w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/example-of-keyword-rich-anchors-which-are-often-a-436x425.png 436w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\"><\/figure>\n\n\n\n<p>If things look fishy there, use the <strong>Backlinks<\/strong> report to dig deeper and check the context of those links. It\u2019s usually quite easy to spot paid and unnatural ones.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"810\" height=\"346\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-backlinks-report-in-ahrefs-site-explorer-show.png\" alt=\"The Backlinks report in Ahrefs' Site Explorer showing the context of the backlink\" class=\"wp-image-172498\" style=\"width:536px;height:auto\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-backlinks-report-in-ahrefs-site-explorer-show.png 810w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-backlinks-report-in-ahrefs-site-explorer-show-680x290.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-backlinks-report-in-ahrefs-site-explorer-show-768x328.png 768w\" sizes=\"auto, (max-width: 810px) 100vw, 810px\"><\/figure>\n\n\n\n<p>Just remember that you\u2019re looking for patterns of unnatural links, not just one or&nbsp;two.&nbsp;<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">WARNING<\/div><div class=\"recommendation-content\">\n\n\n\n<p>If you\u2019re not 100% sure what you\u2019re looking for when doing a backlink audit, hire someone who knows what they\u2019re doing. You need to be confident that the links are truly \u201ctoxic.\u201d <\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Should you disavow 'toxic' links?\" data-section=\"should-you-disavow-toxic-links?\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172485-_8sn9ixi3h03c\"><\/a>Should you disavow \u201ctoxic\u201d links?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p><strong>If you have a manual action for unnatural links or a bunch of what you believe to be truly toxic backlinks, yes.<\/strong> Google\u2019s <a href=\"https:\/\/support.google.com\/webmasters\/answer\/2648487?hl=en\">advice<\/a> is to disavow them (assuming you can\u2019t get the links removed).&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>You should disavow backlinks only&nbsp;if:&nbsp;<\/p>\n\n\n\n<p>You have a considerable number of spammy, artificial, or low-quality links pointing to your&nbsp;site,&nbsp;<\/p>\n\n\n\n<p>AND <\/p>\n\n\n\n<p>The links have caused a manual action, or likely will cause a manual action, on your&nbsp;site.&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p>Marie Haynes <a href=\"https:\/\/searchengineland.com\/toxic-links-disavows-seo-383324\">advises<\/a> the&nbsp;same:&nbsp;<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>There are two situations where we will recommend to our clients a thorough link audit followed by filing a disavow:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The site has a manual action for unnatural links in&nbsp;GSC.&nbsp;<\/li>\n\n\n\n<li>The site has a very large number of links that we feel the webspam team would consider to be \u201cmanipulative\u201d. <\/li>\n<\/ol>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Marie Haynes\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/marie-haynes.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Marie Haynes,<\/span> <span class=\"quote-author-job\">CEO <a href=\"https:\/\/twitter.com\/Marie_Haynes\" target=\"_blank\">Marie Haynes Consulting<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p><strong>If you just have a bunch of spammy backlinks that most sites naturally attract or the odd paid backlink, probably not. <\/strong>Google probably ignores most, if not all, of these links, so disavowing them is likely a waste of&nbsp;time.&nbsp;<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>While there is no harm in disavowing these links other than the time spent analyzing them, there is likely no benefit either.&nbsp;<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Marie Haynes\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/marie-haynes.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Marie Haynes,<\/span> <span class=\"quote-author-job\">CEO <a href=\"https:\/\/twitter.com\/Marie_Haynes\" target=\"_blank\">Marie Haynes Consulting<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">But what about negative SEO?<\/div><div class=\"recommendation-content\">\n\n\n\n<p>Being the victim of <a href=\"https:\/\/ahrefs.com\/blog\/negative-seo\/\">a negative SEO attack<\/a> is indeed the possible exception here. This is when a competitor sends a load of spammy or toxic backlinks your way to try to get your site penalized.&nbsp;<\/p>\n\n\n\n<p>Google remains adamant that it basically never works, but it really comes down to what you believe.&nbsp;<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n[I\u2019ve] looked at hundreds of supposed cases of negative SEO, but none have actually been the real reason a website was hurt. [\u2026] While it\u2019s easier to blame negative SEO, typically the culprit of a traffic drop is something else you don\u2019t know about\u2013perhaps an algorithm update or an issue with their website.&nbsp;\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Gary Illyes\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/08\/gary-illyes.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Gary Illyes,<\/span> <span class=\"quote-author-job\">Webmaster Trends Analyst <a href=\"https:\/\/twitter.com\/methode\" target=\"_blank\">Google<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>If you see a traffic drop after an influx of backlinks in <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, I\u2019d say that it\u2019s at least worth a bit more investigation.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1378\" height=\"762\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/site-with-traffic-drop-coinciding-with-an-influx-o.png\" alt=\"Site with traffic drop coinciding with an influx of backlinks\" class=\"wp-image-172499\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/site-with-traffic-drop-coinciding-with-an-influx-o.png 1378w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/site-with-traffic-drop-coinciding-with-an-influx-o-680x376.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/site-with-traffic-drop-coinciding-with-an-influx-o-768x425.png 768w\" sizes=\"auto, (max-width: 1378px) 100vw, 1378px\"><figcaption class=\"wp-element-caption\">This site experienced a traffic drop coinciding with an influx of referring domains. Maybe there\u2019s benefit to disavowing here\u2026 and maybe it\u2019s something else!<\/figcaption><\/figure>\n\n\n\n<p>As Gary said above, something else could be to blame\u2014but you never know. There\u2019s always a chance that Google\u2019s algorithms rule it was you who built or bought those backlinks to try to manipulate rankings and penalize you for&nbsp;it.&nbsp;<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<p><strong>If you just found a bunch of so-called \u201ctoxic backlinks\u201d in an SEO tool, probably not<\/strong>. Again, most of these are probably just link spam Google already ignores.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s <a href=\"https:\/\/www.mariehaynes.com\/disavow-blacklist-tool\/\">yet another quote<\/a> from Marie Haynes backing this&nbsp;up:&nbsp;<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>While there is probably no harm in disavowing [links reported as toxic in SEO tools], you are not likely to see any improvement as a result. Disavowing is meant for sites trying to remove a manual action and for those who have been actively building links for the purpose of improving rankings.&nbsp;<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Marie Haynes\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/marie-haynes.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Marie Haynes,<\/span> <span class=\"quote-author-job\">CEO <a href=\"https:\/\/twitter.com\/Marie_Haynes\" target=\"_blank\">Marie Haynes Consulting<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>There\u2019s also the risk that you could end up disavowing links that are actually helping you\u2026&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/patrickstox\">Patrick<\/a> showed further evidence that this can absolutely happen when he <a href=\"https:\/\/ahrefs.com\/blog\/impact-of-links\/\">experimented with disavowing links<\/a> to the Ahrefs blog. Traffic dipped, then went back up after he removed the disavow.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"1890\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-impact-of-disavowing-links-to-the-ahrefs-blog.png\" alt=\"The impact of disavowing links to the Ahrefs blog\" class=\"wp-image-172500\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-impact-of-disavowing-links-to-the-ahrefs-blog.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-impact-of-disavowing-links-to-the-ahrefs-blog-405x425.png 405w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-impact-of-disavowing-links-to-the-ahrefs-blog-768x806.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-impact-of-disavowing-links-to-the-ahrefs-blog-1463x1536.png 1463w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172485-_j4pnfiszstro\"><\/a>Final thoughts<\/h2>\n\n\n\n<p>\u201cToxic backlinks\u201d is a term made up by certain SEO tools to scare you. That\u2019s not to say bad links can\u2019t hurt your site. They absolutely can. But fortunately for most site owners, it\u2019s rarely a problem worth worrying all that much&nbsp;about.&nbsp;<\/p>\n\n\n\n<p>Got questions? Disagree? <a href=\"https:\/\/twitter.com\/joshuachardwick?lang=en\">Ping me on <s>Twitter<\/s> X<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>But there\u2019s some disagreement and confusion among SEOs as to whether \u201ctoxic\u201d links are actually a thing and what, if anything, you should do about&nbsp;them.&nbsp; If you believe Google\u2019s John Mueller, they\u2019re not:&nbsp; Yet, according to my poll, the majority<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":114,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[76],"tags":[],"coauthors":[336],"class_list":["post-172485","post","type-post","status-publish","format-standard","hentry","category-link-building","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Toxic Backlinks: SEO Woe or a Load of Baloney?<\/title>\n<meta name=\"description\" content=\"Toxic backlinks are links that some SEO tools say could hurt your website&#039;s Google rankings. But will they really? Should you disavow them?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/toxic-backlinks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Toxic Backlinks: SEO Woe or a Load of Baloney?\" \/>\n<meta property=\"og:description\" content=\"Toxic backlinks are links that some SEO tools say could hurt your website&#039;s Google rankings. But will they really? 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