The Link Spam Update

Launched in July 2021, the Link Spam Update was an algorithm change designed to identify and nullify link spam more effectively across multiple languages. This update was part of Google’s ongoing efforts to improve the quality of search results by reducing the impact of manipulative link building practices.

 

Fallouts and Highlights from the Update

The Link Spam Update caused noticeable fluctuations in search rankings, particularly for websites that had engaged in aggressive or unnatural link building practices.

One of the most significant impacts was on websites that relied heavily on sponsored, guest, or affiliate content for link building. Many of these sites saw drops in their search visibility as Google became better at identifying and discounting manipulative links within these types of content.

For instance, a popular fashion blog that had been actively participating in large-scale guest posting campaigns reportedly lost 30% of its organic traffic following the update.

The update also affected sites that had purchased links or participated in link exchanges. Some SEO forums reported cases of websites losing significant rankings for competitive keywords that they had previously dominated through aggressive link building.

Google’s Search Central Blog provided guidance on the update, emphasising the importance of qualifying links with appropriate rel attributes (sponsored, ugc, nofollow) and warning that failure to do so could lead to manual actions.

The SEO community’s reaction was mixed. While many welcomed Google’s efforts to combat link spam, others expressed concerns about the potential for collateral damage to legitimate sites and the increasing complexity of link management.

 

Strategy Evolution

The Link Spam Update necessitated several shifts in SEO and link building strategies:

1. Increased focus on earning natural, editorially given links
2. Greater emphasis on the quality and relevance of links rather than quantity
3. More attention to proper use of link attributes (sponsored, nofollow)
4. Development of content-driven link acquisition strategies
5. Renewed importance of diversifying link profiles and avoiding over-reliance on any single link building tactic

 

This update marked a significant shift in how SEO professionals approached link building. It encouraged a move away from scalable but potentially manipulative tactics towards more sustainable, content-focused strategies.

For many websites, this meant reassessing their link building practices. Instead of pursuing large numbers of easily acquired links, they needed to focus on creating link-worthy content and building genuine relationships within their industry.

The update also led to an increased emphasis on link audits and disavowal processes. Many SEO professionals began to more aggressively identify and disavow potentially harmful links, recognising the increased risk they posed to search visibility.

Overall, the Link Spam Update pushed the SEO industry towards more ethical, value-driven link building practices. It underscored Google’s commitment to rewarding sites that earn links naturally through quality content and genuine endorsements, and highlighted the risks of relying on manipulative link building tactics.