Unnatural Links
Unnatural links are backlinks created to manipulate rankings rather than given freely, such as paid, traded or PBN links. Google can ignore them or issue a manual action.
Google’s Criteria
Google’s view of links rests on one idea: a link should be a genuine editorial choice. When a site owner links to a page because it helps their readers, that link is natural. When a link exists because someone paid for it, traded for it, created it themselves at scale or placed it to influence rankings, it is unnatural.
Google’s spam policies describe this under link spam. They say that any links intended to manipulate rankings in Google Search results may be considered link spam. That includes any behavior that manipulates links to your site or outgoing links from your site.
Intent sits at the center. Google looks at why a link exists, not only where it appears. Two links on the same page can be treated differently: one chosen by the editor, the other inserted after payment.
Control matters too. Links that the site owner places on other sites, through accounts, networks or arrangements, are not editorial votes from independent publishers. Links you create yourself on many sites are a classic sign of manipulation.
Disclosure changes the picture. Paid links, sponsored posts and affiliate links are acceptable when they carry rel=”sponsored” or nofollow, because they no longer try to pass ranking credit. Without those attributes, the same links count as unnatural.
Scale and pattern count. A single odd link means little. Hundreds of links with matching keyword anchors, from similar sites, created in a short period, show a clear attempt to manipulate rankings.
Google applies these criteria through algorithms such as SpamBrain and through human reviewers who handle manual actions.
Examples of Unnatural Links
Google’s spam policies list many types of unnatural links. Common examples include:
Buying or selling links for ranking purposes. This covers money, goods or services exchanged for followed links, and free products sent in return for reviews with links.
Excessive link exchanges. “Link to me and I’ll link to you” deals, including three-way swaps and partner pages built only for cross-linking.
Private blog networks. Groups of sites, often built on expired domains, created to link to money sites. Guides to PBN backlinks explain how these networks are built and why they are risky.
Automated link building. Software that creates links at scale on forums, comments, profiles, Web 2.0 blogs and bookmarking sites.
Large-scale guest posting with keyword-rich anchors. Articles placed mainly to carry optimized links, especially across low-quality sites.
Advertorials and native ads with followed links. Paid content that passes ranking credit without disclosure.
Low-quality directory and bookmark links. Mass submissions to directories that exist only to list links.
Keyword-rich links in widgets. Links embedded in widgets or themes distributed across many sites.
Widely distributed footer or template links. Sitewide links placed across many sites, often by agencies or theme developers.
Forum comments and signatures with optimized links. Posts written mainly to carry links.
Links required by terms of service. Contracts that force users to link back with followed links, without letting the site owner decide.
Hidden links. Links concealed through tiny text, matching colors or code tricks. These overlap with tactics described under spammy links.
Consequences of Unnatural Links
Unnatural links can lead to two kinds of outcome.
Algorithmic devaluation is the most common. Google’s systems detect many unnatural links and ignore them. Since Penguin became part of the core algorithm in 2016, Google has focused on discounting bad links rather than punishing the site receiving them. SpamBrain, which powered the December 2022 link spam update, works the same way. The effect is that the links pass nothing. Sites that relied on them lose the boost they once had, which can look like a penalty even though no action was taken.
Manual actions are the more serious outcome. When Google’s reviewers find a clear pattern of unnatural links, they can apply a manual action, which appears in Search Console under Security and Manual Actions.
There are two main link-related manual actions. “Unnatural links to your site” applies when a site has a pattern of manipulative backlinks. Rankings for affected pages, or the whole site, can drop. “Unnatural links from your site” applies when a site sells links or takes part in schemes as the linking party. Google may then distrust all outbound links from that site.
Beyond rankings, unnatural links bring other costs. Money spent on paid links, networks and automation is often wasted. Cleanup takes time. Relationships with publishers can suffer when links have to be removed. Reputation can take a hit if a brand is linked to obvious spam.
Some sites notice sudden drops and are unsure whether the cause is a penalty or an update. A Google penalty checker tool can help compare traffic changes against known update dates, while Search Console confirms whether a manual action exists.
Cleanup Process
If you have unnatural links, the cleanup process depends on whether you have a manual action.
Without a manual action, focus on stopping the source. End paid link deals, leave link networks and stop automated link building. Review your profile, remove links you placed through schemes where possible and let Google continue ignoring the rest. Disavowing is usually unnecessary unless the pattern is large and clearly manipulative.
With a manual action, a full cleanup is required.
Gather your link data. Export links from Google Search Console and at least one third-party tool, such as Ahrefs or Semrush.
Identify unnatural links. Review domains manually. Mark paid links, network links, traded links, automated links and keyword-rich placements you or a past agency built.
Request removal. Contact site owners and ask for links to be removed or marked nofollow. Record each request and response. A guide to backlink removal covers how to manage this at scale.
Disavow what remains. Create a disavow file listing domains or URLs you could not remove, and upload it through Google’s Disavow Tool.
Submit a reconsideration request. Explain what caused the problem, what you did to fix it and how you will prevent it in future. Include evidence, such as spreadsheets of removal requests.
Wait for a response. Google reviews the request and either revokes the manual action or explains what remains.
Prevent repeat problems. Build links through content, outreach and digital PR that earn editorial links on merit.
Unnatural links are links built to manipulate rankings rather than earned. Google usually ignores them, but clear patterns can lead to manual actions. Stop manipulative tactics, clean up links you built through schemes and focus on links that publishers choose to give.