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How to check your links against Google’s link spam policy

Learn what Google counts as link spam, how to review the links to and from your site against that list, and how to label paid and user-posted links the way Google asks.

By Dean Cruddace · 60 minutes to do · Updated · Last reviewed

What Google’s link spam policy covers

Google's spam policies define link spam as creating links to or from a site primarily to manipulate search rankings. Note the two directions, and note the test: purpose.

The policy lists examples, including buying or selling links for ranking purposes, excessive link exchanges, automated link creation, and optimised anchor text in guest posts or press releases distributed on other sites. This guide shows you how to review your own links against that list.

Why link spam matters

The policy is more specific than most people expect, and it is not a ban on all paid links. Google says it understands that buying and selling links is a normal part of the economy of the web for advertising and sponsorship, and that it is not a violation as long as the links are qualified with rel="nofollow" or rel="sponsored". Knowing where the line sits lets you keep ordinary promotion and stop habits the policy names. Read the full link spam section of Google's spam policies.

What you need to check your links against Google's link spam policy

  • Access to Google Search Console for the site (owner access if you may need the disavow tool)
  • A web browser, for viewing page source
  • A list of any paid placements, sponsorships, guest posts or link swaps you have taken part in
  • A spreadsheet or document to record what you find

Check your links against Google's link spam policy, step by step

  1. 1

    Read the list of examples

    Open Google's link spam policy and copy its examples into your document. Two are easy to miss: sending someone a free product in exchange for a post that includes a link, and requiring a link in a contract or terms of service without letting the other party qualify it.

    You will know it worked when You have the policy's examples in your own document, ready to tick off against your site.

  2. 2

    Look at who links to you

    In Search Console open the Links report and go to External links. Check Top linking sites and Top linking text. Google suggests confirming that you recognise the sites and that the link text is what you expect and not spammy. Limits: the report shows a sample, tables stop at 1,000 rows, it includes links found over time that may since have been removed, and it does not say whether a link is nofollow. See the Links report help.

    You will know it worked when You have a list of linking sites you do not recognise, or link text that looks stuffed with keywords, and a note of each.

  3. 3

    Match each link to your own activity

    For each unfamiliar link, ask whether you, an agency or a past supplier arranged it. Compare it with your list of placements and the policy's examples. Record what you find. Where a link is spammy and you can get it removed, Google recommends removing as many spammy or low-quality links from the web as possible.

    You will know it worked when Each unfamiliar link has a note: arranged by us, arranged by someone else, or unknown.

  4. 4

    Label the links you give out

    Check the pages where your site links out for money or from visitors. Use rel="sponsored" on advertisements and paid placements, rel="ugc" on user-generated content such as comments and forum posts, and rel="nofollow" when neither applies and you would rather Google not associate your site with the linked page. Several values can be combined, for example rel="ugc nofollow". View the page source and search for rel= to see what is there now. Google says nofollow is still acceptable for paid links, though sponsored is preferred. See how to qualify outbound links.

    You will know it worked when In the page source, each paid, sponsored or user-posted link carries the matching rel value.

  5. 5

    Check what you ask of others

    Read any sponsorship, partner or supplier agreements you offer. Google lists requiring a link in a contract or terms of service without allowing the content owner to qualify it as link spam. If your terms demand a followed link, change them so the other party can qualify it.

    You will know it worked when None of your agreements requires a link that the other party may not label.

  6. 6

    Decide whether disavow applies

    Google calls the disavow tool advanced and says that in most cases it can assess which links to trust without guidance, so most sites will not need it. Consider it only if you have a considerable number of spammy, artificial or low-quality links and they have caused, or are likely to cause, a manual action. If so, read Google's disavow instructions in full first. The tool does not support Domain properties.

    You will know it worked when You have written down yes or no with the reason. If no, you stop here; no upload is needed.

Common mistakes when you check your links against Google's link spam policy

  • Treating every paid link as forbidden. Google says qualified advertising and sponsorship links are not a violation.
  • Forgetting that free products sent in exchange for a post with a link appear in Google's own list of examples.
  • Using the Links report as a complete list or a quality score. It is a sample, ordered by count, and does not show nofollow.
  • Uploading a disavow file "just in case". Google says incorrect use can harm your site's performance in search.

Terms used when you check your links against Google's link spam policy

Link spam
Creating links to or from a site primarily to manipulate search rankings, as Google's spam policies define it.
rel attribute
A label on a link, such as sponsored, ugc or nofollow, that tells Google your relationship with the linked page.
Backlink
A link on another site that points to a page on your site.
Disavow
A Search Console tool for asking Google to ignore listed links to your site. Google describes it as an advanced feature for specific cases.
Manual action
A penalty applied by a human reviewer at Google, reported in Search Console.

Go deeper

StrategyLink building that Google’s spam policies allow, and the habits they do notGoogle's spam policies name specific link practices, and they are more concrete than most people expect. Reading them closely shows what the policy prohibits, what it…Read the in-depth article → Analysis firstCompetitor backlink analysis, link gap analysis and an authority development plan: what Google documents, and where it is silent.See the service guide → Content-led acquisitionContent built to be referenced, original research, and tools and resources: what Google says, and what it leaves out.See the service guide → Digital PRWhat digital PR means for search: stories, data and commentary, and campaigns, and where Google's link rules draw the line.See the service guide → Relationship-led outreachEditors, researchers and communities, relevant editorial links and resource opportunities: what Google says about links earned through outreach.See the service guide → Next in the pathHow to keep your outbound links checked over timeLearn why a one-off link check goes out of date, and how to set up a simple routine that records your decisions,…Open the guide →
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