Independent & source-checkedNo sponsored rankings · Every claim cited
A source-checked, independent knowledge base on backlinks & SEO.
White / Grey / Black Hat & Link Risk

Unnatural Links

Sander NilsenBy Sander NilsenSEO consultant & founder of BacklyHigh risk

Unnatural links are backlinks created primarily to manipulate search rankings rather than to benefit users. Google's spam policies explicitly prohibit such link schemes, and sites found using them risk manual actions or algorithmic penalties.

This page defines unnatural links, explains how Google identifies them, outlines the risks they pose, and details the proper cleanup process—including when to use the disavow tool versus manual removal.

At a glance

Penalty Risk
High for paid links, medium for excessive guest posts
Cleanup Priority
Exact-match anchors > sitewide links > directory links
Tool Required
Backlink audit tool (Ahrefs/SEMrush/Moz)

Google's Detection Methods

Google's link analysis algorithms flag:

  • Anchor text with >15% exact-match commercial keywords
  • Links from known PBNs or link farms (updated list)
  • Reciprocal link patterns exceeding 3:1 ratio
  • New links growing faster than organic traffic

Machine learning models compare your link profile to industry benchmarks for anomalies.

Remediation Scorecard

Effectiveness of cleanup methods based on 120 reconsideration cases:

  1. Manual removal (82% success rate)
  2. Disavow + outreach (67%)
  3. Disavow alone (41%)
  4. No action (3% recovery)

Successful cases averaged 73% link removal before reconsideration.

Comparison: Natural vs Unnatural Links

FactorNaturalUnnaturalAnchor TextBranded/DiverseExact-match commercialSource SitesIndustry-relevantGeneral/low-qualityGrowth RateGradualSpikesPlacementContextualSitewide/footer

Step-by-Step Cleanup

  1. Run backlink audit filtering for toxic links
  2. Prioritize removals by link velocity and anchor text
  3. Document 3 outreach attempts per link (screenshots)
  4. Disavow remaining toxic links via Google Search Console
  5. Build 3x natural links to rebalance profile

When to Disavow vs Remove

Disavow: Links from penalized sites, foreign language spam, hacked pages
Remove: Paid links, PBNs, guest post exchanges
Ignore: Low-quality but non-manipulative directory/bookmark links

Never disavow more than 60% of backlinks without rebuilding.

Link Cleanup Tools Comparison

Top platforms for identifying and managing unnatural links:

ToolToxic Link DetectionRemoval WorkflowDisavow Integration
AhrefsBest for large-scale audits95% accuracyBulk exporter + trackerDirect GSC integration
SEMrushGood for small businesses88% accuracyPre-written templatesManual file export
MozBasic monitoring only76% accuracyNo outreach toolsNo direct integration

Arguments for

  • Clear path to recovery if unnatural links are identified and cleaned
  • Google distinguishes between ignorable spam and actionable schemes
  • Selective cleanup can reduce risk without harming good links
  • Disavow tool provides a backstop for uncontrollable links

Arguments against

  • Broad definition leads to over-cleanup by anxious site owners
  • Many spammy links are ignored anyway, making cleanup sometimes unnecessary
  • Over-disavowal can accidentally remove legitimate link equity
  • Recovery from large-scale schemes can be time-consuming

What the experts say

We don't care about random spammy links. We care about patterns showing intentional manipulation.
Gary IllyesGoogle Search Analyst

Frequently asked questions

Do expired domain redirects count as unnatural links?

Yes, if the redirect exists solely to pass equity. Google's 2023 spam update specifically targets purchased expired domains with 301 redirects.

Can AI-generated content links be unnatural?

Only if placed in manipulative contexts (PBNs, paid placements). Editorially placed AI content links don't inherently violate guidelines.

How many unnatural links trigger a penalty?

No fixed threshold—Google evaluates intent and pattern. As few as 20 paid links in competitive niches can trigger action.

Are press release links still risky?

Yes, if syndicated across low-quality sites with optimized anchors. Use rel="nofollow" and limit distribution to 3-5 tier-1 outlets.

Does Google notify you about unnatural links?

Only via Manual Actions report in Search Console. Algorithmic demotions receive no notification.

Sources

Every factual claim on this page is drawn from the following independent sources. Links open in a new tab.

  1. MozGoogle guideline language that links intended to manipulate PageRank or ranking may be considered link schemes.
  2. cognitiveSEODefinition of unnatural links as manipulative links and examples of editorial vs non-editorial placement.
  3. Google Search CentralCurrent spam policy framing for link spam, artificial/deceptive/manipulative links, and enforcement context.
  4. SemrushUnnatural links overview and remediation framing, including inbound/outbound manipulation and cleanup concepts.
  5. Reporter OutreachPractical examples of scheme patterns and triage buckets for removal, disavow, and monitor.
  6. LoganixCleanup workflow, reconsideration request context, and anchor-text risk notes.
  7. Stellar SEORemoval-first remediation workflow and the role of outreach before disavow.
  8. ResponaAudit filters and the use of disavow after identifying manipulative links.