The disavow tool is often described as a solution provided by Google to help manage negative SEO or as a method to extract information about link networks from penalized publishers. However, the origin of the disavow tool is quite different. Understanding why it was created can help you use it effectively.
Was the Disavow Tool Created to Combat Negative SEO?
Google’s disavow tool suggests that it’s intended for negative SEO. The language used implies it’s meant for links that harm your rankings, which you don’t control. Negative SEO is characterized by links made towards your site by others—not links under your management.
Google’s disavow tool states:
“If you believe your site’s ranking is being harmed by low-quality links you do not control, you can ask Google not to consider them when assessing your site.”
Though Google doesn’t explicitly mention negative SEO, the implication is that the tool helps address unwanted links you can’t control.
Paid links are under your control, while negative SEO links are not.
![Screenshot of Google’s disavow tool]
The disavow tool also advises:
“You should still make every effort to clean up unnatural links pointing to your site. Simply disavowing them isn’t enough.”
![Another screenshot of Google disavow tool]
This suggests that publishers need to address unnatural links they’ve generated. It’s not logical to expect publishers to contact sites aiming to harm them with spammy links.
It’s intriguing how Google’s developer page and the disavow tool’s text differ. The official guidance hints at links created by publishers or hired SEOs through paid links or schemes that violate quality guidelines, suggesting that those should be removed first.
Does the Disavow Tool Reference Negative SEO?
The disavow tool’s wording makes more sense if interpreted as referring to links you’ve attempted to remove without success. Hence, it mentions uncontrollable sites (after contacting them to remove links) and suggests reaching out to such sites.
![Screenshot of the wording on the disavow tool]
While "links you do not control" might seem like negative SEO, it doesn’t fit the entire paragraph’s context. Thus, it likely doesn’t refer to negative SEO.
SEOs and publishers might see this tool as Google’s means to handle negative SEO. Yet, a thorough examination reveals that the disavow tool isn’t aimed at combating negative SEO.
The SEO Community’s Role in the Disavow Tool’s Creation
Some SEOs feel negatively about the disavow tool, seeing it as something Google imposed on them. However, this sentiment stems from misunderstanding its origins.
In truth, the SEO community requested the disavow tool. Google initially resisted, asserting that it could already identify spammy links.
This contrasts with narratives suggesting the disavow tool was forced on web publishers. Despite some resentment, SEOs conceptualized and demanded the tool.
A May 10, 2012 article by Danny Sullivan (before his Google tenure) mentioned:
“I’ve seen a number of people now publicly wishing for a way to “disavow” links pointing at them. Google had no comment about adding such a feature at this time, when I asked about this.”
A May 31, 2012 article discussed the need for such a tool to combat negative SEO:
Disavow Links
“Think of this as an open letter to Google, or just a general expression of how I feel about this conversation. …We submit things to Google all the time. We submit XML sitemaps, robots.txt files, and even submit reconsideration requests and report shady practices when we see them happen. …why not let webmasters be proactive?”
Ex-Googler Vanessa Fox noted:
“The idea of “disavowing links” has been discussed for years, but Google’s recent focus on links has put it in the spotlight. At SMX Advanced, Google’s Matt Cutts said disavowing links was something that had been frequently requested and they were considering making it available.”
Google Created the Disavow Tool
The disavow tool wasn’t Google’s initiative to manage negative SEO. It wasn’t forced on users.
It was created upon SEOs’ requests, driven by fears that the Penguin algorithm made sites vulnerable to ranking loss through spammy links.
The disavow tool emerged as a response to heightened negative SEO concerns post-Penguin Algorithm. Google provided the tool reluctantly, recommending it only for those with manual penalties.
Google’s October 2012 announcement clarified:
Q: Can this tool be used if I’m worried about “negative SEO”?
A: The primary purpose is to assist in cleaning up if you’ve hired a bad SEO or made mistakes in your link-building.
Q: I didn’t create many of the links I’m seeing. Do I have to clean them up?
A: Typically not. Google usually ranks links appropriately, and you don’t typically need to inform Google about your links unless they violate quality guidelines.
Q: Should I create a links file preventatively?
A: If affected by the Penguin algorithm due to spammy links, you might want to review backlinks and disavow links resulting from link schemes.
Why Disavow Tool Mentions Links You Don’t Control
The SEO community feared negative SEO, prompting Google to create a tool to disavow perceived spammy links linked to them by competitors.
This might explain why the disavow tool seems to mention negative SEO. The wording might reflect Google addressing community concerns:
“If you believe your site’s ranking is being harmed by low-quality links you do not control, you can ask Google not to take them into account when assessing your site.”
The demand for such a tool was driven by the SEO community’s fears, and the tool’s wording reflects those concerns.
Google has consistently discouraged disavow tool use since 2012. If you suspect negative SEO, gather all information available while keeping an open mind about other potential ranking drop causes.
Actual negative SEO cases exist. However, it might be helpful to consider other causes to accurately diagnose ranking drops.
Additional Resources
Images by Shutterstock, Modified by Author
Screenshots by Author, Modified by Author
