Link spam
Links made to or from a site mainly to manipulate search rankings, such as bought links that pass ranking credit. Google may rank such sites lower or not show them.
Google defines link spam as “creating links to or from a site primarily for the purpose of manipulating search rankings”. It’s one of Google’s spam policies, and Google says sites that break them “may rank lower in results or not appear in results at all”. It finds them with automated systems and, where needed, a person’s review that can lead to a manual action (Google Search Central).
What counts
Google’s examples include:
- buying or selling links for ranking purposes, whether for money, goods or services, or a free product in exchange for a post with a link;
- excessive link exchanges, or partner pages that exist only to cross-link;
- using automated programs or services to create links to your site;
- requiring a link in terms of service or a contract without letting the other site’s owner qualify it;
- text ads or text links that don’t block ranking credit;
- low-quality directory or bookmark site links;
- links spread widely through the footers or templates of various sites;
- forum comments with optimized links in the post or signature.
Paid links that aren’t spam
Google says buying and selling links is “a normal part of the economy of the web for advertising and sponsorship purposes”. Such links don’t break its policies as long as they’re marked with rel="nofollow" or rel="sponsored".
Related terms
Tools for it
Sources
Updated Oct 8, 2026.