In a recent Webmaster Hangout, Google’s John Mueller made it clear that the "vast majority of sites" do not need to use the disavow tool. He explained that Google intentionally hides the tool and makes it difficult to find in Google’s Search Console. This is because the tool is mainly beneficial if you are aware of the bad links due to your or your SEO’s actions.
John Mueller Advises Disavowal of Paid or Unnaturally Gained Links
John Mueller recently shared on social media that publishers should not be concerned about random low-quality links that most websites acquire. Websites that rank well often accumulate these random links. Here is an explanation of why these links are insignificant:
Mueller stated: "Random links collected over the years aren’t necessarily harmful. We’ve seen them for a long time and can ignore them. Disavow links that were really paid for or otherwise actively unnaturally placed. Don’t worry about the noise."
Understanding Spammy Links
Spammy links are characterized by low quality from questionable websites, often accompanied by undesirable anchor text. Some SEO professionals suggest these links might negatively impact rankings. However, Google maintains that these links generally do not harm rankings due to advanced link algorithms that can differentiate between harmful and normal links.
For instance, these algorithms create web maps that isolate spam sites, leading to what is called a Reduced Link Graph, excluding spammy networks. In such frameworks, bad pages linking to reputable pages become isolated as no quality pages reciprocate those links, thus forming distinct link communities.
Additionally, latent links are created, strengthening the link structures between reputable and unreputable pages.
No Need to Disavow Random Spam Links
Some publishers feel compelled to identify and disavow low-quality "spammy" links, fearing a drop in site rankings. However, Google never advises this action. The consistent message from Google is that the disavow tool is unnecessary for most sites.
If you understand how link communities develop, it becomes evident that disavowing is only necessary for links that you or your SEO knowingly manipulated.
Should Low-Quality Links Be Disavowed?
Google’s official resources do not reference disavowing random low-quality links. The truth is, Google does not recommend disavowing sites that you are not connected to.
What Links Should be Disavowed?
Google clearly indicates that low-quality links created by you or your SEO should indeed be disavowed. This guidance is particularly relevant if bad links were obtained through paid schemes or inappropriate link strategies.
“This is an advanced feature and should only be used with caution. In most cases, Google can assess which links to trust without additional guidance.”
Google’s Consistent Approach to the Disavow Tool
This advice aligns with Matt Cutts’ 2012 guidance, encouraging the use of the tool only for spammy links that one is directly responsible for. Cutts explained that those with an unnatural link warning or impacted by algorithm updates like Penguin could consider using the tool.
Reaffirmation on the Use of the Disavow Tool
Recently, John Muller reiterated that most sites do not need the disavow tool. In fact, its location in the Search Console is intentionally hidden because link focus is unnecessary for most sites. Muller noted that individuals concerned about specific past actions could address their worries by using the tool cautiously.
Anecdotal Reports of Disavow Tool Benefits
Sometimes, publishers mistake the coincidental timing of rank recovery for the effectiveness of a disavow file submission. It is a misconception arising from the natural ranking fluctuation within approximately ten to thirty days post-ranking loss.
Correct Usage of the Disavow Tool
It’s possible that many are erroneously relying on the disavow tool when the real issue might lie elsewhere. The takeaways are:
- Google conceals the disavow tool due to its general redundance.
- Its use is discouraged except for spammy links you are responsible for.
- Utilize it for links created by your or your SEO efforts.
- Google’s guidance has remained consistent since 2012.
- There’s no need for confusion about using the tool—random links are normal.
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Images and screenshots edited by Author
