Do you really need to disavow backlinks today?

This is a subtitle for your new post

For years, the SEO community has been obsessed with identifying and disavowing "toxic" backlinks. We've spent countless hours poring over link audit tools, flagging supposedly harmful links, and submitting disavow files to Google. However, after observing the evolution of Google's algorithms and the actual impact of these practices, I've significantly changed my stance on this approach.

The Problem with "Toxic" Link Tools

Most backlink analysis tools are quick to label links as "toxic" or "harmful," but the reality is far more nuanced. These tools often flag links that are simply noise—low-quality links that point to virtually every website on the internet. You'll frequently see these patterns with directories or aggregation sites that have names like "Top Sites" or similar generic monikers.

The truth is, these links aren't toxic—they're just irrelevant. They're the digital equivalent of background noise, and Google has become remarkably sophisticated at recognising and ignoring them. When a tool flags thousands of links as problematic, it's worth questioning whether the real problem lies with the algorithm making these determinations rather than the links themselves.

Google's Evolution in Link Handling

Google's approach to low-value links has matured considerably over the past few years. Rather than penalising websites for poor-quality inbound links, the search engine has largely moved towards simply ignoring them. This shift makes perfect sense from Google's perspective—why punish website owners for links they cannot control?

This evolution means that the vast majority of links flagged by audit tools are simply being discounted rather than causing active harm to your website's rankings. Google's algorithms have become adept at identifying natural link patterns and filtering out the noise, making the obsessive pursuit of link disavowal largely unnecessary for most websites.

When Disavowal Still Makes Sense

That said, there are still circumstances where I would consider recommending a disavow file, though these situations are increasingly rare. The primary red flag I look for is a pattern of oddly off-brand but exact-match keyword links, particularly when these links appear across multiple pages with similar content.

For example, if you run a boutique marketing consultancy and suddenly acquire dozens of links with anchor text like "cheap marketing services" or "discount SEO packages" from unrelated websites, this could indicate a negative SEO attack or poorly executed link-building campaign. In these cases, the links don't just lack value—they actively misrepresent your brand and could potentially confuse Google's understanding of your website's focus.

The Shift Towards Quality Preservation

The broader trend in SEO has moved away from damage limitation towards quality preservation. Rather than spending time identifying and disavowing potentially harmful links, the focus should be on building high-quality, relevant links that genuinely enhance your website's authority and relevance.

Google's penalties for backlink issues have become fewer and farther between, largely because the search engine has become better at automatically handling these situations. The energy once spent on link audits and disavowal files is better invested in creating valuable content that naturally attracts quality links and building relationships within your industry.

A More Strategic Approach

This doesn't mean we should ignore our backlink profiles entirely. Regular monitoring remains valuable for understanding how your content is being received and shared across the web. However, the response to discovering low-quality links should typically be to simply carry on with your quality content and link-building efforts rather than rushing to disavow.

The exception, as mentioned, is when you identify clear patterns of manipulative or misleading links that could genuinely confuse search engines about your website's purpose or quality. In these cases, a targeted disavowal focusing specifically on the problematic patterns makes sense.

Final thoughts

The SEO industry's relationship with link disavowal has been characterised by overcaution and tool-driven paranoia. As Google's algorithms have become more sophisticated, the need for aggressive disavowal has diminished significantly.

Rather than spending time battling largely harmless link noise, SEO professionals would be better served focusing on creating excellent content, building genuine relationships, and earning links that truly enhance their websites' authority and relevance. The future of link building lies not in what we remove, but in what we create and earn through quality work.

Gerry White is an SEO consultant specialising in sustainable, quality-focused search marketing strategies.