Since its introduction in 2012, the Google Disavow Tool has become an essential tool for website operators and online marketers. It is the primary method of reducing risks from backlinks and maintaining off-page signals. When used correctly, the Disavow Tool acts as a one-way communication channel with Google. The broader application of the Disavow Tool and the extensive data it generates for Google is still a topic of speculation. From a website operator’s perspective, its main function is to dissociate their site from problematic backlinks that could otherwise harm its organic search visibility. However, using the Disavow Tool carelessly can negatively impact Google rankings.
This guide, inspired by the author’s expertise gained while working for Google Search, aims to clear up common misconceptions about the Google Disavow Tool and how it should be used. At the same time, it seeks to answer related questions and provide guidance for anyone considering using the Disavow Tool to enhance their site’s signals.
– When to disavow?
– What to disavow?
– High Risk TLDs | Expired domains backlinks | Hacked sites backlinks | Press release backlinks | Affiliate backlinks | Directories backlinks | Off-topic forums backlinks | Paid blogs backlinks
– How to disavow?
Disavow or not to disavow?
A central question arises: does every website need a disavow file? The answer is a resounding no! Not all websites require an extensive disavow file. In fact, relatively few websites need to actively manage their backlink signals. Websites like personal blogs, government sites, charities, NGOs, and even small niche or local shops frequently don’t need to disavow spam backlinks. This is because these sites often don’t engage in link building. They rely on direct traffic and have little interest in boosting their Google rankings. Their target audience knows them already, so direct type-in traffic accounts for most of their visits. With few backlinks, disavowing is largely irrelevant.
The situation is different for commercial websites, such as online stores, price comparison platforms, media outlets, and well-known brands. Due to their commercial intent, they may engage in optimization methods that aren’t always Google-compliant. Managing backlink risks is crucial for these websites to safeguard their organic rankings using the Disavow Tool as protection.
There is a scenario where every affected website must use the Disavow Tool: when a Google manual spam action or penalty due to link building is applied. Generally, any Google penalty should be resolved quickly. A penalty relating to backlinks must be addressed immediately since it affects the website’s position in Google Search Results.
When to disavow?
There are important factors to consider if backlinks may pose a liability for the website: the volume of backlinks and their quality. The volume can often be quickly assessed using third-party tools. For example, the minimum number of backlinks pointing to a site like example.com includes fresh and historic totals. No tool can provide an exact figure, but a large number like 300 million backlinks for a commercial site may require reviewing and updating the disavow file. Third-party tools like Majestic and others help gather comprehensive data samples, even if some private networks might be missed.
Google Search Console is valuable but not the ultimate source due to its reporting limit of 100,000 backlinks. As a rough guide, 100,000 backlinks might be a threshold: fewer than that may not require disavowing, but more might. The second factor, backlink quality, is harder to assess. It involves evaluating anchor text, content quality, and the linking page’s other links. This analysis is best done by experienced experts using dedicated tools, as no tool can replace a detailed manual review.
There is another indicator: anchor text distribution. While not definitive, highly optimized top ten anchor texts for specific products or services raise the likelihood of previously conducted PageRank passing link building. This implies a risk of problematic backlinks. Several tools, like Ahrefs and Majestic, offer insights here.
What to disavow?
Any backlink analysis should start with gathering ample relevant data. Google Search Console’s samples are a good start but limited, especially for sites with millions of backlinks. Other options include data from other search engines’ webmaster tools and third-party tools like Ahrefs, SEMrush, or LinkResearchTools, though these come at a cost. Once data is collected, it’s deduped, filtered, and manually reviewed. Non-PageRank passing links, like those with a rel=”nofollow” or pointing to non-indexed pages, can be disregarded.
Some links, even with commercial anchor texts, may be legitimate if they cross-link company-owned sites. However, high-authority or brand websites should not be whitelisted simply for their perceived authority, as Google evaluates all backlinks equally.
Paid blogs, press release backlinks, directories, hacked sites, and expired domain backlinks all pose risks and should generally be disavowed. Particular attention should be given to spammy domains, TLDs prone to spam, and patterns indicating auto-generated content.
How to disavow?
After analysis, a disavow file must be formatted properly, adhering to Google’s guidelines. It should be in a .txt format using UTF-8 or 7-bit ASCII encoding and should use the domain: operator for efficiency. Ensure any legitimate cross-links are excluded before submitting the file to Google Search Console.
For sites with substantial backlinks, submit the disavow file to all verified properties in GSC to ensure thorough protection. Reevaluate and update the file annually based on fresh backlink data to maintain its protective effect.
The disavow file won’t affect traffic from backlinks, only mitigate risks from undesirable ones. After submission, traffic may remain stable, spike, or drop; disavowing isn’t meant to boost traffic but to maintain healthy off-page signals.
In summary, disavowing helps reduce backlink-related risks, but understanding, assessing, and revisiting your backlink profile periodically are key strategies for maintaining website health and integrity in Google Search.
