Understanding Google’s Disavow Tool and Toxic Backlinks
Google’s John Mueller recently addressed a question about what to do with toxic backlinks at the Search Central NYC event. He provided an overview of how Google handles links to explain why the disavow tool is only necessary for sites that have engaged in questionable practices.
What Are Toxic Backlinks?
The term “toxic backlinks” was coined by SEO tool companies to describe links that can harm a website’s ranking. However, Google doesn’t use this term internally. According to John Mueller, Google works hard to ignore random and irrelevant links to a website, and they don’t cause any problems.
The Purpose of the Disavow Tool
The disavow tool was created to help websites remove paid links that were penalized by Google’s Penguin update in 2012. The tool allows publishers and SEOs to tell Google to disregard certain links. However, Mueller emphasized that the disavow tool is not for removing random or unwanted links, but rather for resolving manual link spam actions.
When to Use the Disavow Tool
Mueller stated that the disavow tool should only be used in situations where a website has been buying links and has received a manual link spam action. In such cases, the tool can help resolve the issue, but the website must also stop buying links to avoid further penalties.
Disavowing Links Is Not Normal Site Maintenance
Mueller clarified that using the disavow tool is not a regular part of site maintenance. It’s only necessary for websites that have engaged in link spamming and need to clean up their backlink profile. He advised against using the tool as a routine practice, as it’s not necessary for most websites.
The Myth of Negative SEO
Some website owners believe that they are victims of negative SEO and blame bad inbound links for their poor rankings. However, in most cases, the problem lies with the website’s SEO or content issues, rather than the links themselves. Google’s algorithms are designed to ignore random and irrelevant links, and they don’t affect a website’s ranking.
Conclusion
In conclusion, the disavow tool is a specialized tool designed to help websites resolve manual link spam actions. It’s not a necessary tool for most websites, and its use should be limited to cases where a website has engaged in link spamming. Website owners should focus on creating high-quality content and improving their SEO rather than worrying about random or unwanted links. By understanding how Google handles links and the purpose of the disavow tool, website owners can avoid unnecessary worries and focus on improving their online presence.