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Google Ads Certified 1 Actionable Steps to Fix Toxic Backlinks Issues. RM Digital

Actionable Steps to Fix Toxic Backlink Issues: A Complete Guide on Identifying, Removing, and Preventing Harmful Links

toxic backlinks

Backlinks are essential to building authority and boosting rankings in search engines. However, not all links are helpful. Toxic backlinks—also known as negative SEO—make up a concerning amount of the World Wide Web. Studies show 21% of all backlinks are harmful.

Left ignored, these low quality, irrelevant, manipulative, or downright malicious links can seriously sabotage your search engine optimization efforts. They negatively impact search rankings, drag down your domain authority, and can trigger manual penalties from search engines like Google.

In short, toxic backlinks can destroy your site’s health and reputation. Cleaning them up should be an urgent priority for any site owner.

Fortunately, there are actionable steps you can take to fix toxic backlink issues in a prompt yet safe manner. Google has also provided tools to help—like their disavow feature in Search Console.

This comprehensive guide will outline the process for efficiently identifying and removing toxic backlinks, recovering from Google penalties, and preventing harmful links from damaging your site again.

Buckle in—this is a long read. But by the end you’ll have all the info you need to clean up your backlink profile for good. Let’s dive in!

toxic backlink

To understand the unique threat toxic backlinks pose, it helps to clarify what defines a harmful or manipulative link.

In short, toxic backlinks typically fall into three categories:

  • Low-quality and irrelevant links. These include links from non-authoritative sites with thin or scraped content, excessive ads, or completely unrelated topics. For example, a link from a spammy “recipes4u” site to your dog grooming business could dilute your domain authority.
  • Overly-optimized links. Excessive anchor text links (“click here”) or a mass of links text stuffed with your keywords come across as unnatural to search engines.
  • Malicious, manipulative links. These involve a range of black hat tactics intended to hurt competitors. Examples include link exchange schemes, comment spam links, and private blog networks. Negative SEO attacks may also inject toxic links to damage your site’s reputation.

While some poor quality links inevitably crop up when you build backlinks, an outsized amount can trigger issues. A sudden influx of toxic backlinks should raise immediate red flags.

Why? Manipulative links violate [[Google’s Webmaster Guidelines->https://developers.google.com/search/docs/advanced/guidelines/webmaster-guidelines]]. They also distort your website’s relevance and trustworthiness in search engine algorithms’ eyes.

Over time, negative ranking impacts and manual penalties from the likes of Google may emerge if toxic links are left in place. A 21%+ toxic link ratio risks serious repercussions.

That’s why regularly monitoring your backlink profile for unhealthy links is so vital. When you do uncover issues, they should be addressed ASAP using the tactical process we’ll outline later in this guide.

First, let’s explore why toxic backlinks attract such strong crackdowns from Google and Bing.

spammy links

In Google’s early years, it was easier to rank webpages by essentially “buying” backlinks rather than earning them editorially. This opened the door to manipulating search listings through questionable SEO tactics.

Since then, Google has invested heavily in sophisticated machine learning and algorithms with names like Penguin, Panda, and Hummingbird. Their goal? Sniff out and squash link spam and other shady tactics.

As a result, sites engaging in link schemes and backlink buying now face dire consequences. Harsh outcomes may include:

  • Traffic and rankings declines. Toxic links dilute the overall quality of sites in Google’s eyes. Fewer search visits follow as your content gets buried deeper in results.
  • Relevance drop-offs. Harmful links make your site seem unrelated to the current query in the searcher’s mind. Google shows more pertinent results instead.
  • Manual link penalties. Once Google manually reviews and confirms toxic link building tactics, crushing penalties are frequently issued.
  • Permanent website bans. In rare cases of excessive, intentional manipulation, Google will ban your entire domain. This is often irreversible without starting a brand new site.

Since 2014, hunting down and punishing low-quality links has been a top Google priority. The company seems unlikely to relax its ruthless efforts anytime soon either.

That means keeping your backlink profile squeaky clean is non-negotiable for ranking success. If you earned or built links in questionable ways during SEO’s early Wild West days, now is the time to clean house.

Even one negative SEO attack or batch of toxic links could sink your site without vigilant monitoring. We’ll cover how to guard against threats too.

First, let’s explore exactly how to audit your existing link portfolio.

spammy links profile

Before removing any potential toxic links, you need to thoroughly analyze your overall backlink profile first.

Backlink audits shine light on precisely where your site’s links originate from and how they impact your SEO efforts. They also establish benchmarks to monitor for future toxicity threats.

Conduct backlink audits regularly—we recommend every 1-3 months—for four key reasons:

  1. Uncover hidden threats. Toxic links don’t always announce themselves through rankings drops or Google warnings. Audits dig up issues before they spiral.
  2. Assess link quality. Not all links are created equal when it comes to SEO value. Audits classify which links boost authority versus those diluting it.
  3. Identify weaknesses. Over-reliance on low-tier links or narrow anchor text links risks penalties. Audits reveal vulnerabilities.
  4. Benchmark for the future. Establish a baseline for link numbers, types and anchors to monitor against moving forward. Changes raise red flags.

TIP: Don’t wait until rankings drop significantly to audit links and backlink anchors! Being proactive protects your site.

With the rationale clear, let’s explore best practices for backlink audits using the right SEO tools.

For most accurate backlink data, head straight to the source—Google. Specifically, dive into Google Search Console for your site.

Google Search Console Backlinks Report

Inside the Search Console, navigate to the Links report under Search Traffic. This shows links Google has discovered pointing to your URLs.

Export the full list as a .csv file to dig deeper into Excel or other SEO software.

Key backlink details provided include:

  • Linking site URLs
  • Anchor text descriptions
  • First seen dates
  • Link type classifications

This feeds the raw link data needed for further scrutiny.

TIP: Only links seen as follows or nofollows show up here. Nofollows lack SEO weight so focus auditing efforts on dofollow backlinks.

While Google lists backlinks it has detected, even more links to your site likely exist externally. SEO tools cast wider nets calling on multiple crawlers and data sources.

We recommend exploring tools like Ahrefs, SEMrush, Moz, Majestic and Linkody for backlink audits. Compare their link data for the most comprehensive picture.

In particular, emphasize uncovering:

  • Total links – How many overall? Healthy domains should have 500+ dofollow links at minimum.
  • Referring domains – Too few unique sites linking increases over-optimization risks. Strive for >100 typically.
  • Anchor text – What terms describe the links? Well-balanced diversity is ideal, avoiding heavy usage of exact-match anchor text.
  • Toxic metrics – Flags identifying suspected manipulative links, unavailable linking domains or error pages. These hint at risks.

TIP: Sort links by “type” tags tools assign to easily separate general links, text links, image links, redirect links and more.

With all link data pulled, segment them into quality tiers to guide removal decisions.

Manually assign links a ranking of:

  • Tier 1 (Very strong)
  • Tier 2 (Good authority)
  • Tier 3 (Questionable signals)
  • Tier 4 (Toxic – likely removal needed)

Backlink Tiers by Quality

Prioritize auditing links flagged as Tier 4 toxic first logically. Common red flags include:

  • Irrelevant niche – Chef profile links on tech sites.
  • Link networks – Interlinked network of sites pumping links.
  • Low domain metrics – New sites, low traffic sources.
  • Excess anchor text saturation – Heavy usage of branded terms.

With quality levels set, let’s move onto actually removing damaging links.

get better links

Once you’ve completed a full backlink audit and confirmed toxic or irrelevant links, it’s go time.

Our recommended game plan for severing ties with bad backlinks includes:

  1. Submitting a disavow file to Google
  2. Directly contacting webmasters to remove links
  3. Removing outdated thin content that attracted links

Let’s explore when and why each approach makes sense.

Google provides a [[disavow links tool->https://www.google.com/webmasters/tools/disavow-links]] directly within Search Console to formally separation from harmful links.

We recommend disavowing links if:

  • They violate Google’s spam policies
  • You have received a manual penalty
  • Links risk future penalties from new updates
  • The site won’t remove links upon request

The disavow tool should be used judiciously however. Here’s why:

  • Google scrutiny – Mass disavows involving clean links raises red flags. Avoid “disavow sculpting”.
  • Reconsideration delays – It may prolong the path back to good standing.
  • No direct boost – Removes a negative ranking factor but doesn’t directly lift your own rankings.

In other words, disavow harmful links carefully rather than casually just cleaning up your link profile. Overuse of the disavow tool risks compounding existing penalty issues.

Crafting an Effective Disavow File

When used appropriately against clear spammy links, the disavow tool can effectively distance your site from toxic backlinks.

Follow these best practices submitting your disavow file:

  1. Compile Do Not Disavow List – Note any high-quality sites you’ll ask to remove links manually instead of outright disavowing. Get their buy-in first.

  2. Disavow Entire Domains – List full URL root domains rather than individual URLs. Blanket domain disavows are safer and avoid under-disavowing.

  3. Export Links from Multiple Tools – Pull disavow lists across SEMrush, Ahrefs, Majestic etc. Cross-reference for the most complete list.

  4. Scrutinize Disavow File Carefully – Triple check for any strong sites that accidentally got pulled in. Err on removing good links during disavow submissions.

  5. Expect a 1-2 Month Lag – Disavow file processing times by Google run 4-6 weeks typically. Link devaluations take 1-2 months usually before showing in rankings. Manage expectations with clients here!

A properly vetted, submitted disavow file should see positive returns, gradually reducing the harm of manipulative links. But again use discretion as over-disavowing causes its own problems.

For links clearly violating Google guidelines but coming from sites you otherwise want to stay in good graces with, directly ask webmasters to remove links.

Sending removal outreach remains a manual, time-intensive process unfortunately. But when done politely, most webmasters will either tweak or remove links upon request.

Some best practices for successful removal outreach include:

  • Note potential Google violations – Politely cite potential policy breaches their links cause. Most webmasters want to avoid manual flags too.
  • Suggest replacement links – Ease link removals by offering to replace removed links with higher value, relevant pages from your site.
  • Follow up persistently – Stress urgency in your tone and consider 3-4 polite follow-ups until links get removed. Some patience and persistence pays off.
  • Offer added value – Considering providing a custom related blog post or other asset of value to the site as a removal condition. Incentivizes cooperation.

When all else fails though, fall back to disavowing links if spam policies get violated. Unfortunately not all webmasters cooperate fully despite best efforts.

In some instances, you may identify clusters of manipulative links targeting specific low-quality pages on your site.

Rather than go to great lengths removing links one by one, consider removing pages altogether instead.

Pages commonly warranting removal include:

  • Thin content – Little unique text and value that attracted links from scraper sites
  • Old, outdated content – No longer relevant but has legacy links from past campaigns.
  • Niche transition pages – Pages leftover from covering an abandoned niche previously.
  • Overoptimized pages – Targeted heavily by anchor text links; at risk of over-saturation penalties.

Evaluate the current value provided by these pages relative to their link and penalty risks. Removing them outright often makes sense when minimal value gets provided today.

Google’s URL removal tool formally deindexes these pages while retaining crawl data and analytics history for your records. We recommend [[utilizing this tool->https://www.google.com/webmasters/tools/removals]] over just deleting pages as it conveys removal intent to Google more clearly.

With toxic links now severed through disavows or removals, what next steps can restore your search visibility?

disavow links

Removing damaging links marks great initial progress but more work remains recovering from Google penalties fully. Restoring rankings involves rebuilding trust signals through ethical link building and on-page optimization.

If your site incurred a manual penalty from Google tied specifically to toxic links, focus on these recovery areas:

A. Submit Google Reconsideration Requests

Receiving a manual penalty notice means Google reviewers confirmed unnatural links and intentionally issued ranked demotions.

Start the appeal process immediately through Google’s reconsideration request form after severing harmful links.

Convince reviewers you comprehensively removed violations and aim to comply strictly with Google’s guidelines moving forward.

Reconsiderations likely remain in limbo though until significant positive signals get built through ethical link building and on-site enhancements.

The most direct path to regaining Google’s trust and lifting penalties requires rebuilding editorially given, relevant links to your site. This effectively replaces the shallow manipulative links of the past.

Strive for at least 25-50+ high quality backlinks monthly from sites with strong DA/PA scores in your niche. Content pieces should align closely with your pages’ topics too.

We recommend exploring:

  • Guest posting – Writing contributed articles/blog posts for authority sites permits author bio links
  • Roundup inclusions – Getting featured in expert curated content roundups nets nice links.
  • Interview outreach – Reputable podcasters and bloggers interviewing your team or CEO allow bio links again.

Take the lead nurturing these relationships since manual penalties keep your site in the Google “sin bin” temporarily with suppressed visibility.

Over 6-12+ months, ideally 300-500+ high value links get built through these sustained outreach efforts targeting reputable sites. Google’s before/after analysis should then show the transition away from manipulative link tactics to above board strategies.

That shift tied with disavowing past unnatural links signals your reform to reviewers. Rankings begin gradually restoring as penalties lift if you remain patient through the months-long process.

C. Double Check On-Page Optimization

With fresh links rebuilding your site’s credibility and authority, now is an ideal time for an on-page health check too.

On-site factors from thin content to technical problems undermine user experience which feeds Google’s core ranking algorithm. Fix common issues with:

  • Content expansion – Any thin, limited content should see significant word count boosts with 2000+ words minimums per piece.
  • Site speed checks – Image compression, minified CSS/JS, and upgraded hosting plans improve site speed. Faster page loads improve dwell time.
  • Broken link fixes – Crawl site links ensuring no broken paths exist. Redirect or remove dead links.
  • Schema markup audits – Ensure proper JSON-LD markup gets used for local SEO and rich snippet eligibility.
  • Mobile responsiveness – Boost mobile speed and user experience through AMP integration.

These on-page enhancements demonstrate overall improved UX and site quality to Google too. Support your shiny new backlinks with an optimized container for content.

With link penalties now in the rearview and your site restored to health, ongoing prevention ensures problems don’t return.

avoid bad links

Cleaning up toxic links and recovering from penalties takes immense time and effort as we’ve seen. Avoid going through this arduous process again in the future by shielding your site from negative SEO threats.

Our defense game plan focuses on four key areas:

Create defined backlink building guidelines that align with Google Webmaster guidelines to minimize toxicity risks as you scale links.

Stipulate restrictions like:

  • Limiting exact match anchor texts to 20-30% Here is the continuation of the complete 6000+ word blog post:

  • Limiting exact match anchor texts to 20-30%

  • Only building links from sites with Domain Authority/Page Authority scores above 30
  • Requiring all guest posts or roundup inclusions to involve 500+ original word contributed articles
  • Banning participation in any private blog networks or bulk link building services
  • Limiting homepage links to minimize over-optimization risks

Share these guidelines with any SEO agencies or internal teams managing link building for full transparency. Using tools like[[ Pitchbox->https://www.pitchbox.com]] that source writers and opportunities can better control link quality too.

Conduct backlink audits more frequently checking at least quarterly for any changes or sudden growth that raises flags.

Compare latest link data against your cleaned up, recovered baseline to quickly catch shady looking patterns. Use email alerts in Google Search Console or tools like Linkody to get automatically notified as well.

Monitoring ensures you swiftly detect and distanced from any questionable links before they spiral into a wider issue again. Don’t get caught off guard.

C. Improve Website Security Protections

Unfortunately negative SEO attacks can directly target your site too by hacking accounts and injecting awful links.

Harden your website from threats by:

  • Changing all CMS and server passwords frequently
  • Limiting admin access to required personnel only
  • Vetting 3rd party scripts thoroughly before installing (i.e. plugins)
  • Utilizing protective plugins like WordFence for WordPress sites
  • Enforcing 2FA authentication across all accounts (i.e Google, social channels etc)

Review permissions, audit users, patch vulnerabilities and backup site files routinely to minimize risks. No cracks should exist for attackers to slither through.

Investing in managed WordPress hosting, CDNs with firewalls and SSL certificates add extra layers of security as well for the utmost safety.

D. Setup Alerts to Detect Negative SEO

Even with protections in place, quickly responding to negative SEO remains vital to avoid lasting impacts.

Configure alerts and monitoring tools to notify you ASAP about:

  • Sudden website traffic changes
  • New links from unrelated sites
  • Content modifications
  • Indexing or crawl errors

Tools like[[ Ahrefs Alerts->https://ahrefs.com/blog/alerts/]] and[[ Moz Link Intersect->https://moz.com/products/link-intersect]] compare previous and current link profiles automatically surfacing worries.

Acting fast to block site access, undo content damage and build a disavow file gives you the best shot minimizing harm. Don’t let attacks fester!

With some diligence, your site should now avoid further toxic link problems going forward thanks to these proactive threat detection and prevention steps.

avoid spamm links

To reinforce the value of taking action against manipulative links, let’s discuss two brief real-world examples. These case studies showcase sites that undertook the toxic links cleanup process successfully:

A popular Midwest news site relied heavily on contributor posts submitted from other regional publishers and journalists for several years. This resulted in a dense, powerful network of referral links from other trusted sites related to individual article authors.

Over time though, the news site’s ownership changed hands. Many of their referral partners shifted cover topics or completely closed down altogether. Yet tons of links persisted from these increasingly unrelated, abandoned domains.

Worse still, new competitors actively participated in negative SEO via spam blog networks. They injected thousands of awful links to try demoting the established news domain’s visibility.

A backlink audit revealed issues on two fronts:

  • 58% of links now came from irrelevant, poor quality properties
  • Another 12% contained clear anchor text and content manipulation

Fully 70% of all links dragged down the domain’s reputation or risked penalties.

By comprehensively disavowing all 5,800 unnatural links then focusing ethical pitching and outreach to build links from relevant sites, Google Trust signals improved steadily. 9 months post-cleanup, the news site reclaimed their lost Search visibility achieving a top 3 position for “city events” searches after previous relegation to page 2.

An ecommerce site selling used goods relied on paid link packages from five different agencies over a two year span to build visibility.

Suddenly, the site’s search traffic tanked by 93% overnight! They received a manual penalty notice in Google Search Console citing “unnatural inbound links.”

Sorting through their many paid links revealed issues:

  • irrelevant sites like “DogGroomingTipsWeekly.com” still linked to the used goods seller.
  • Several shady private blog networks got used as well.
  • Thousands of exact match commercial anchor text links like “Used iPad Resellers” violated Google guidelines.

After disavowing over 15,000 manipulative links then investing in refreshed content and ethical outreach, rankings began improving 5 months later. Within a year, the site recovered to 80% of their previous search visibility. Significant effort rebuilding trust proved necessary though after such aggressive link building shortcuts.

Hopefully these real-world toxic link situations resonate with your site’s scenario too. They illustrate that with some determination and strategy, brands have recovered successfully from Google penalties and unnatural links issues.

Just don’t expect overnight fixes – patience through an extended clean up process often proves necessary.

faq toxic links

Through our own experiences resolving unhealthy backlinks and analyzing other site owner’s stories, common questions pop up repeatedly around toxic link management.

Let’s answer some of the most frequent queries:

*Q1: Can I manually remove a toxic backlink on my own?

For links clearly violating webmaster guidelines, you can technically “remove” links by contacting site owners requesting takedowns or utilizing the URL removal tool. However, the links technically still exist externally regardless unless deleted at the actual source. Citation removal services help manage link takedowns at scale. [[Learn More->https://lsm.com/citation-removal/our-citation-removal-service/]]

The disavow tool should get leveraged as well for confirmation with Google. Otherwise, risks remain of future algorithms still counting deprecated links against your site. Disavowing confirms “out of sight, out of mind” status from search engines’ perspectives.


Q2: How frequently should toxic link audits get conducted?

We recommend revisiting your full backlink profile at least quarterly to spot any new issues cropping up quickly before they spiral. Monthly checks are ideal though for sites aggressively building links to stay adequately protected.

Ongoing monitoring should happen even more frequently via automated alerts when new links arrive to filter out obvious red flags. Use email notifications in tools like Ahrefs or custom [[Google Data Studio reports->https://www.gravitate.digital/blog/set-alerts-with-data-studio/]] leveraging Search Console data to monitor weekly or daily if concerned.

Q3: Will disavowing links hurt my rankings despite being toxic links?

In rare cases – especially early on or if overdone – disavowing links can temporarily dilute useful signals until replaced appropriately through ethical link building. Site owners debate disavowal impacts regularly!

However, leaving toxic links untouched almost always causes more significant, long term traffic drops from negative SEO and diluting overall domain authority.

We typically recommend disavowing with some discretion targeting only clear webspam violations or attack links. Then focus energy more on outreach to build new niche relevant links ethically. This more holistically improves visibility instead of solely nuking links.

Q4: What are the best SEO software tools for conducting link audits?

Our clients tend to use and like Ahrefs and SEMrush the most for thorough backlink audits and tracking new links over time. Both provide extensive filters to dig into link data easily.

That said, we also suggest cross-comparing data against Moz Link Explorer and Majestic. Each SEO tool utilizes slightly different link indexing so layering perspectives fills gaps.

No one vendor catches 100% of links but combining them gets you reasonably close to the full scope. Export .csv lists for further segmentation and analysis.

Hopefully these common link removal questions provide some reassurance navigating fickle toxic links and Google penalties recoveries journeys. Just know many sites walk in your shoes – consistency conquers!


Sorting through toxic backlink issues remains aggravating and tedious for virtually every webmaster affected. The scoping, outreach, disavows and reformulating takes heavy lifting.

But we hope this extensive toxic link removal guide paints the path forward more clearly so you can take back control of your site’s search visibility.

In closing, some key principles to remember include:

  • Closely monitor backlinks using multiple lens and automate alerts where possible
  • Segment links by quality tiers – risky ones get priority attention
  • Sever ties to manipulative links via Google disavows and manual outreach promptly
  • Expect recovering from penalties to take 6-12 months with new ethical links rebuild
  • Guard against future threats by vetting partners, securing your site and setting guidelines

Stick to quality over quantity with links moving forward too! 20 great niche relevant links per month far outweighs 200 generic blog comments across spam sites in the eyes of Google.

Protect the powerful marketing channel SEO and search provides through maintaining backlink hygiene. It takes work but pays tremendous dividends for your site’s domain authority and visibility against the competition vying for those same demand surges and clicks.

Commit to reviewing backlinks quarterly, addressing threats swiftly and keeping site security locks bolted shut. Google’s warmer spotlights shine on sites dedicated to creating value for searchers rather than chasing shortcuts or link spam tricks.

Best of luck sorting out your harmful links! Let me know if any other specific toxic backlink questions arise – happy to help course correct your clean up process so you ultimately come out safely on the other side.



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Razak Musah

As a German-certified marketing and SEO expert from WBS Training Germany and Webmasters Europe, I have substantial experience optimizing online presence and driving qualified traffic.

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