Ever feel like your SEO is slipping but can’t figure out why?
Maybe it’s not your content. Maybe site speed isn’t the issue either. The real problem could be something hidden in the background—unnatural links.
These bad backlinks don’t just hurt your rankings—they tell Google your site can’t be trusted. And once that happens, climbing back up isn’t easy.
Let’s break down what unnatural links are, why they matter, and how to keep your SEO safe.
What Are Unnatural Links?
At a basic level, unnatural links are backlinks that violate search engine guidelines—particularly Google’s. These links are built with the intent to manipulate a site’s position in the search results rather than being earned naturally.
They can be inbound (pointing to your site) or outbound (from your site to others). What they have in common is that they are not editorially placed and often come from irrelevant, low-quality, or spammy sources.
Examples of Unnatural Links:
- Links placed on low-quality directories or article submission sites
- Paid links that pass PageRank
- Excessive link exchanges (“Link to me and I’ll link to you”)
- Backlinks from private blog networks (PBNs)
- Comment spam and forum profile links
- Links with over-optimized anchor text
Not all links are bad, but when they’re clearly intended to game the algorithm rather than offer value, Google takes notice.
Unnatural vs. Low-Quality Links: What’s the Difference?
Here’s the nuance: not every low-quality link is unnatural.
A low-quality link might be from a small blog or a new website that isn’t spammy but also isn’t highly authoritative. That’s fine.
Unnatural links, on the other hand, are created for the sole purpose of manipulating SEO—regardless of domain quality. Intent is key.
How Google Defines Unnatural Links
Google considers any link intended to manipulate PageRank or a site’s ranking in Google search results as part of a link scheme. That includes any behavior that manipulates links to your site or outgoing links from your site.
Their Spam Policies are pretty clear on this. The moment your links are part of a scheme, you’re at risk.
Examples straight from Google’s documentation include:
- Buying or selling links that pass PageRank
- Excessive link exchanges
- Using automated programs or services to create links
- Footer or sidebar links on unrelated sites
Why Unnatural Links Hurt SEO
So, what’s the big deal? A link is just a link—right?
Not exactly. Unnatural links can cause several SEO problems, and if left unchecked, they can do serious damage.
1. Search Engine Penalties
If Google finds a pattern of link manipulation, it can issue a manual action against your site. This often results in a sharp drop in rankings—or even complete deindexing from search results.
In less severe cases, Google might ignore the spammy links, but even then, you’re not getting any value from them. Worse, you’re wasting effort on strategies that don’t work.
2. Loss of Credibility
When your site links out to low-quality or spammy domains—or gets backlinks from them—it signals to search engines that your site may not be trustworthy.
Authority and relevance are core pillars of SEO. Bad backlinks chip away at both.
3. Traffic Decline
A drop in rankings usually leads to a drop in traffic. That means fewer leads, fewer conversions, and ultimately, less revenue.
And the scary part? Sometimes it happens silently. There’s no warning. Just a slow, steady decline that’s tough to reverse.
4. Algorithmic Devaluation
Even without a manual penalty, Google’s algorithm can devalue pages with toxic backlinks. This means the links won’t pass authority—or worse, they might drag your rankings down.
How to Identify Unnatural Links in Your Backlink Profile
Before you can fix the issue, you need to spot it. Luckily, there are tools and techniques to help you audit your backlink profile.
Use Google Search Console
If Google detects unnatural links, you’ll usually get a notification under the Manual Actions section. It may say something like: “Unnatural links to your site – impacts links.”
Run a Backlink Audit
Use tools like:
- Ahrefs
- SEMrush
- Moz
- Majestic
- Google Search Console’s Links Report
Look for patterns like:
- Backlinks from irrelevant or foreign-language sites
- Spammy anchor texts
- Sudden spikes in backlinks
- Links from the same IP network or server
Watch for PBNs or Link Farms
If a domain linking to you has dozens of other unrelated outbound links and low-quality content, it’s likely part of a link farm. These networks are often created solely to manipulate rankings and can quickly lead to penalties if not disavowed or avoided.
What to Do If You Have Unnatural Links
Don’t panic. Cleaning up unnatural links is completely doable with the right approach. Here’s a step-by-step guide.
1. Create a List of Suspicious Links
Export all your backlinks using your audit tools. Flag any that appear low-quality, irrelevant, or spammy.
2. Reach Out to Webmasters
Contact the owners of the sites hosting the toxic links and request removal. Be polite and concise. You won’t always get a response, but it’s worth a try.
3. Use the Disavow Tool
If removal isn’t possible, you can disavow those links using Google’s Disavow tool.
Create a .txt file with the list of domains or URLs you want Google to ignore. Upload it through the tool to tell Google, “Don’t count these links.”
4. Submit a Reconsideration Request (if Penalized)
If you’ve received a manual action, once you’ve cleaned up your links, submit a reconsideration request explaining what you did. Be honest, thorough, and show that you’re committed to fixing the issue.
What a Healthy Backlink Profile Looks Like
Knowing what to aim for is just as important as knowing what to avoid. A healthy backlink profile is one that looks natural, diverse, and valuable in the eyes of Google.
1. Diverse Link Sources
Your links should come from a wide range of domains—not just one or two. A natural backlink profile includes links from:
- Blogs
- News sites
- Niche directories
- Educational resources
- Community platforms
2. Relevant Linking Domains
Relevance is one of the most important ranking signals in modern SEO. A high-quality link from an unrelated site can look suspicious—even if the domain has strong authority.
For example, it’s completely normal for a marketing blog to link to a post about conversion optimization. But if a gambling site links to an educational guide on solar panels, that raises red flags.
Stick to attracting backlinks from websites that:
- Operate in the same industry
- Target the same audience
- Cover similar or complementary topics
This shows Google that your content is trusted within its own ecosystem.
3. Balanced Anchor Text
Anchor text—the clickable text of a link—should follow a natural, varied pattern. If too many backlinks use exact-match keywords, it can look manipulative.
Instead, aim for a healthy mix:
- Branded anchors (e.g., “OutreachZ”)
- Naked URLs
- Generic phrases (e.g., “click here,” “this article”)
- Descriptive but natural phrases (e.g., “complete guide to SEO tools”)
Maintaining anchor text diversity with a well-balanced mix helps reduce the appearance of manipulation.
4. Backlinks from High-Quality Sites
One high-quality backlink is worth far more than dozens of low-quality ones. The sites linking to you should have:
- Good domain authority
- Strong content of their own
- Consistent traffic and user engagement
- No history of spammy behavior or manual penalties
Getting mentioned on trusted websites like industry blogs, SaaS tools, or recognized publications not only helps SEO—it builds credibility with your audience.
5. Editorially Placed Links
Google gives the most weight to editorially placed links—links added naturally by other website owners or authors because they genuinely find your content helpful or valuable.
These are different from links you place yourself, like in bio sections, comment threads, or user profiles. Editorial links carry more SEO value because:
- They reflect actual trust and endorsement
- They often appear in relevant, in-context content
- They’re harder to manipulate or replicate
The goal is to create content that others want to cite without being asked—that’s when editorial links start flowing.
6. Ongoing Backlink Monitoring
Even the healthiest backlink profiles can go bad if left unchecked. Monitoring your links regularly helps you spot issues early—before Google does.
Use tools like Google Search Console, Ahrefs, or SEMrush to:
- Track new referring domains
- Detect unusual link spikes (which could signal negative SEO)
- Identify spammy or low-quality domains linking to you
- Set up alerts for real-time monitoring
Being proactive protects your site and gives you time to act before problems impact your rankings.
Myths About Unnatural Links (And What Actually Matters)
There’s a lot of confusion around unnatural links, especially when SEO advice is outdated or oversimplified. Let’s clear up a few common myths:
- Myth: “Any link from a low-DA site is bad.”
Reality: Not true. A link from a relevant, niche blog—even if its authority is low—can still be valuable if it’s editorially placed and contextually relevant. - Myth: “All guest posting is risky.”
Reality: Guest posting becomes risky only when it’s done purely for links, at scale, or with over-optimized anchor text. When used strategically, it’s a legitimate content and PR tactic. - Myth: “Google ignores all bad links automatically.”
Reality: Google may devalue some bad links algorithmically, but patterns of manipulative links can still lead to manual actions. It’s risky to assume Google will always clean up for you. - Myth: “Disavowing links instantly improves rankings.”
Reality: Disavowing removes harmful signals, but it doesn’t add positive ones. It’s a protective measure—not a performance booster. Rankings take time to recover after link cleanup.
Conclusion: Stay Clean, Stay Visible
Unnatural links are more than a nuisance—they’re a real threat to your SEO success.
The good news? You can spot them, clean them up, and stay on the right path with a solid, ethical link strategy. Avoid shortcuts. Focus on relevance, quality, and value. That’s how you win in search.
Whether you’re recovering from a penalty or building your SEO from scratch, knowing how to deal with unnatural links gives you a strong edge in a competitive digital world.
FAQs
1. What are unnatural links in SEO?
Unnatural links are backlinks created to manipulate search rankings rather than earned naturally. These often come from unrelated sites, low-quality directories, or use keyword-stuffed anchor text.
2. What is the fastest way to find unnatural links?
Use tools like Ahrefs, Semrush, or Google Search Console to scan your backlink profile. Look for sudden spikes in link volume, exact-match anchor text, or links from unrelated or low-quality websites.
3. Should I disavow every bad link?
Not necessarily. Only disavow links that are clearly manipulative, spammy, or violate Google’s guidelines. A few low-quality links won’t harm you—but a pattern of link schemes might.
4. Can unnatural links affect my local SEO rankings?
Yes. Google evaluates all backlinks, including those tied to local listings. If your local business has shady or irrelevant links, it can hurt your visibility in local search results.
5. How often should I audit my backlink profile?
Ideally, audit your backlinks every 2–3 months. If you run link-building campaigns or operate in a competitive niche, monthly reviews can help catch issues before they become costly.