Link spam updates are unusual among Google updates because the main thing they take away cannot be given back. When Google's systems identify links as spam and neutralise them, any ranking value those links were passing is gone for good. Cleaning up afterwards still matters, but it will not restore that lost credit.
This guide explains what "neutralised" means, what you can and cannot recover, and how to rebuild authority legitimately once the dust settles. It draws on Google's documentation about spam updates and link spam, and on the two named link spam updates in the official record.
Key Takeaways
- Link spam updates mainly neutralise links; a drop often reflects lost credit rather than a punishment.
- Google states that ranking benefits generated by spammy links cannot be regained.
- If you have a manual action for unnatural links, that is a separate process with a reconsideration request.
- Stop any link buying, exchanges or automated link building first; qualify paid and sponsored links properly.
- Rebuild with links people choose to give: useful assets, digital PR, partnerships and real relationships.
The link spam updates on record
| Update | Rollout dates | What Google said it targeted |
|---|---|---|
| July 2021 link spam update | 26 July to 24 August 2021 | Spammy links that tried to manipulate results; announced alongside a reminder on qualifying links |
| December 2022 link spam update | 14 December 2022 to 12 January 2023 | Used SpamBrain to detect sites buying links and sites used to pass outgoing links; all languages |
Dates are from Search Engine Land's 2021 review (July 2021 update) and the Google Search Status Dashboard (December 2022 update). Search Engine Land noted the 2021 rollout took about four weeks rather than the two originally expected. Link spam is also covered by Google's general spam updates and its ongoing spam detection systems, so link-related changes are not limited to these two named releases. For the policy background see link analysis, PageRank and updates and SpamBrain.
What "neutralised" means
Google's spam policies define link spam as creating links to or from a site primarily to manipulate search rankings. When its systems detect such links, they can simply stop counting them. Your site is not necessarily demoted as a whole; it just loses whatever boost those links were providing. If much of your ranking strength came from those links, the effect can still be large.
“Any potential ranking benefits generated by those links cannot be regained.”
— Google Search Central, Google Search spam updates
This is why link spam recovery is really about rebuilding, not restoring. Google's spam updates page also notes that in a link spam update, making changes might not generate an improvement.
What you can and cannot get back
| Situation | Can it be recovered? | What to do |
|---|---|---|
| Ranking value from links Google neutralised | No | Accept the loss and build new, natural links |
| Rankings held back by a manual action for unnatural links | Possibly, after a successful reconsideration request | Remove or disavow the links, document the work, submit the request |
| Value from legitimate links you lost due to site changes | Often yes | Fix broken URLs and redirects; see link reclamation |
| Traffic lost for unrelated reasons in the same period | Depends on the cause | Check core updates, seasonality and tracking separately |
| Rankings for pages with strong content and natural links | Often unaffected | Protect and strengthen them |
Your recovery plan, step by step
- Check for a manual action. If Search Console shows an unnatural links manual action, follow the manual actions process and submit a reconsideration request once fixed.
- Stop the source. Cancel paid link packages, private blog network placements, link exchanges and automated link tools.
- Qualify paid and partner links. Use
rel="sponsored"for paid links andrel="nofollow"orrel="ugc"where appropriate. Google's July 2021 announcement was titled "A reminder on qualifying links and our link spam update". See how to label sponsored links. - Audit your backlink profile. Use our backlink audit guide to classify links. Decide carefully whether the disavow tool is appropriate; our toxic backlinks and disavow guide explains when it is.
- Check outgoing links too. The December 2022 update also targeted sites used to pass outgoing links. If you sell links or placements, stop and qualify existing ones.
- Re-measure your baseline. After the update completes, measure where you now stand. This is your new starting point.
- Rebuild authority the legitimate way. See the next section.
Rebuilding authority after a link spam update
Links still matter. Google's ranking systems guide describes link analysis systems, including PageRank, as part of how it understands pages. What changes is how you earn them. Sustainable approaches include:
- Linkable assets: original data, tools and guides that people cite naturally. See linkable assets.
- Digital PR: newsworthy stories and expert commentary for journalists. See digital PR for SEO.
- Real relationships: suppliers, partners, associations and local organisations that genuinely know your business.
- Unlinked mentions and reclamation: turning existing mentions and broken links into credited links.
- Better internal linking: making sure the authority you do have flows to the pages that matter.
Our series post on link building after link spam updates goes into tactics in more depth.
How to measure progress afterwards
Because neutralised links do not come back, "recovery" after a link spam update should be measured against your new baseline, not against your old peak. Track three things over the following months: the number of new referring domains you earn naturally, the rankings of the pages those links point to, and organic clicks to your most important commercial pages. Our guide to measuring algorithm update recovery explains how to set this up in Search Console.
If you run affiliate content or accept sponsored placements, add a recurring check of how those links are tagged. A quarterly affiliate and sponsored links audit catches untagged links before they become a pattern, and it is a simple way to show that your site no longer sells link equity.
Finally, keep a written log of what you stopped, what you cleaned and when. If you ever face a manual action in future, that history makes a reconsideration request far easier to prepare, and it helps new team members or agencies understand why certain link tactics are off-limits for your brand.
Common mistakes
- Expecting a disavow file to bring back lost rankings after an algorithmic link spam update.
- Replacing neutralised links with new paid links from a different vendor.
- Ignoring outbound link selling on your own site.
- Treating every low-quality link as dangerous; many are simply ignored.
- Blaming the link spam update for a drop that started during a different update or a seasonal low.
Related Guides
- How to Recover From a Google Reviews Update
- Recovering From a Helpful Content Demotion After It Merged Into Core
- Rebuilding Traffic After a Site Reputation Abuse Problem
Frequently Asked Questions
Can I get back rankings lost in a link spam update?
Not the value from neutralised links; Google says those benefits cannot be regained. You can rebuild with new, natural links over time.
Should I disavow links after a link spam update?
It is mainly useful for manual actions or clear manipulative links you cannot remove. It will not restore credit that was neutralised.
Was my site penalised or were links just ignored?
If there is no manual action in Search Console, an algorithmic link spam update most likely stopped counting certain links rather than penalising the site.
Do I need to nofollow affiliate links?
Google asks that paid and affiliate links be qualified, typically with rel="sponsored" (rel="nofollow" is also acceptable).
How long does rebuilding authority take?
There is no fixed timeline. It depends on your niche, your content and how quickly you earn genuine links.
Rebuild with links that last
Recovering from a link spam update means building authority you will never have to worry about. Our penalty recovery team can audit your link profile and handle manual actions, and our SEO services include sustainable link earning. Get a free quote today.
References
- Google Search spam updates (Google Search Central)
- Spam policies for Google web search (Google Search Central)
- A reminder on qualifying links and our link spam update (Google Search Central Blog, July 2021)
- Google algorithm updates 2021 in review (Search Engine Land)
- History for Ranking — Google Search Status Dashboard
- A guide to Google Search ranking systems (Google Search Central)
- Reconsideration requests (Search Console Help)
