What Badlinks are, how they impact your site and how to fix them

Bad links are like the leaky pipes of the internet—quietly wreaking havoc until your website’s rankings start slipping, and suddenly, you’re wondering where all your customers went. Whether you’re a roofer, HVAC pro, or local contractor, bad links can drag your business down faster than a faulty foundation. But what exactly are these "bad links," and why does Google treat them like the mold in your attic?

In this article, we’re getting down and dirty with toxic backlinks—explaining how they’re hurting your site, how to fix them, and why your marketing agency should be all over this like a contractor on a hot lead. From spammy guest posts to broken links that lead nowhere, we’ve got the info you need to keep your website in top shape. So, grab your toolbelt, and let’s tackle those bad links before they turn into a full-blown SEO disaster!

What are bad links?

Bad Link Definition

Bad links, also known as “toxic backlinks,” are like those unreliable friends who never show up when you need them. They’re links that point to your website from low-quality, irrelevant, or downright sketchy sites. Instead of helping, they hurt your website’s ranking on search engines like Google. These links usually come from websites with poor content, shady business practices, or sites using underhanded SEO tricks.

Why Google Thinks your Links are Bad News

Google’s job is like a matchmaking service—it’s trying to connect users with the best, most helpful websites. To do that, it looks at who’s linking to your site. If too many questionable sites link back to you, Google starts to think your site isn’t trustworthy. In 2012, Google introduced Penguin, an algorithm to catch websites that try to cheat the system with bad links. If Google finds too many toxic backlinks pointing to your site, it’s like having a bad rep in your neighborhood—it can push your site down in the rankings or, even worse, get you removed from search results.

Examples of Common Bad Backlinks:

Unrelated Websites: Imagine you're a roofing company, and suddenly, a gambling site links to you. It’s like a random stranger walking into your family BBQ—totally out of place. Google sees that and raises a red flag.

Spammy Forums and Blogs: These are the dark alleys of the internet where anyone can post anything. Links from these types of sites don’t help you. They drag you down like a heavy load of bricks, adding no value to your business.

Irrelevant Directories: Remember those old-school phone books? Some directories on the web are like that—outdated and filled with random businesses. If your site is listed there, it’s not doing you any favors in the SEO world.

By building good links and avoiding bad ones, you can help your website rank higher on search engines and attract more potential customers.

Types of Bad Links

Private Blog Networks (PBNs): A Risky SEO Shortcut

What’s a PBN, Anyway?

A Private Blog Network, or PBN, is like a shady back alley in the SEO world. It's a bunch of websites that only exist to link to your main site and trick search engines into thinking you're more popular than you are. Think of it as hiring fake fans to cheer you on. Sure, it feels good for a minute, but once Google catches on, you’re in trouble.

Why Are PBNs So Risky?

Google is pretty smart—think of them the referee who sees through every trick play. Their Penguin update is specifically designed to sniff out these fake link schemes. PBNs are full of low-quality sites with no real purpose except boosting rankings. Beware, though… once Google spots your PBN links, they can penalize your website faster than a leaky roof can ruin a rainy day. Your rankings can drop; worse, Google might kick your site out of search results.

How Do PBNs Work?

It’s like this: PBN users buy expired domain names with some SEO juice left in them. They throw together a bunch of low-budget, throwaway content, then start linking back to their main website like it's the best since sliced bread. It’s like a bunch of “yes-men” websites to Google, and once they catch on, it’s game over.

Why You Shouldn’t Fall for the Trap

Sure, PBNs seem like a quick way to build links, but it's like building a house on quicksand—it won’t hold up for long. Here’s why you should avoid them:

Terrible Content: PBN sites usually have content that’s about as helpful as an umbrella with holes in it.

Unnatural Links: These links don’t help people find real answers; they just exist to boost your SEO.

Google Penalties: Once Google finds out you’re using PBNs, say goodbye to your rankings and hello to an SEO disaster.

Broken Internal and External Links: The SEO Potholes

What Are Broken Links?

Broken links are like potholes on the internet. They’re the links that don’t lead anywhere anymore, either because a page has been moved, deleted, or the URL was just plain wrong. These can be internal (links to other pages on your website) or external (links to pages on other websites). Either way, they’re bad news for both your website visitors and your search rankings.

Why Are They a Problem?

Imagine your customer is cruising through your website, looking for answers about your roofing or HVAC services, and then—BAM!—they hit a broken link. Suddenly, they’re faced with a "404 Error" or a dead-end page. It’s frustrating, and most users will bounce right back to Google to find another site that actually works. And guess what? Google notices this behavior, and your website's rankings take a hit. Broken links make your site look poorly maintained, which isn’t exactly the vibe you want to give to potential customers.

How Do They Affect SEO?

Search engines like Google are all about user experience. If people are hitting broken links and leaving your site in frustration, that’s a signal to Google that your website isn’t providing the best experience. Over time, that can cause your ranking to slip like a worn-out roof shingle in a storm.

• Internal Links: Broken internal links are especially bad because they make it harder for users (and Google) to navigate your website. It’s like setting up a road map to your business and then tearing down all the signs.
• External Links: If you’re linking out to helpful resources or industry-related sites and those links are broken, you’re not just frustrating visitors—you’re also telling Google you’re not keeping up with the times.
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Bottom Line:
Broken links are the equivalent of leaving tools lying around a job site—messy and unprofessional. Fixing them improves user experience, helps keep your visitors engaged, and shows Google you run a tight ship. Regular link check-ups should be part of your website maintenance routine, just like keeping your equipment in top shape.

What Are Toxic Backlinks?

Toxic backlinks are like the bullies of the internet pointing at your website. These are links from low-quality, spammy, or shady websites. Instead of helping your site, they actually make it look worse, especially to search engines like Google. It's like having a bunch of troublemakers say they know you—definitely not the kind of endorsement you want.

How Do Toxic Backlinks Happen?

Toxic backlinks can show up for a few reasons:

• Shady websites might link to your site without you even knowing. These could be spammy blogs, unsafe sites (those that are HTTP, not HTTPS), or sites packed with ads and barely any real content.
• Unnatural link-building. If someone tries to cheat by buying links or joining sketchy link schemes, toxic backlinks can sneak in. Even if you didn’t do it yourself, your site might still get caught in the mess.
• Low-quality directories that randomly list businesses also create these bad links. It’s like being put in the wrong section of a phone book—it doesn’t belong, and it doesn’t help.

Why Does Google Care About Toxic Backlinks?

Google’s job is to help people find the best info out there. Toxic backlinks tell Google your site might be connected to bad or irrelevant stuff, which is a big problem. Google’s Penguin algorithm is always on the lookout for these bad links, and if it finds them, your site can get punished. This means your website’s rank can drop, and so can your visitors—and no one wants that.

How Google Penalizes Toxic Backlinks

• Lower Rankings: Your website could fall way down in the search results if you have too many toxic backlinks.
• Manual Action: In more serious cases, Google can give you a penalty, like a warning ticket. You’ll be notified through Google Search Console, and if you don’t fix the problem, your site could suffer for a long time.

How to Avoid Toxic Backlinks

Toxic backlinks are like the bad crowd of the internet, and you want to avoid them. Here’s what you can do:

• Check your backlinks regularly to see where they’re coming from.
• Disavow toxic backlinks to protect your site. It’s like cutting off a bad friendship. Google will notice, and your website’s traffic will be happier too.

Conclusion

Toxic backlinks are no joke. They can hurt your SEO and drag your site’s reputation down. By cleaning up toxic links and staying clear of shady websites, you can keep your site healthy and Google-friendly.

What are no-follow links?

No-follow links are like friendly neighbors who wave but don’t bring over cookies. They’re links that point to your website, but they tell search engines, “Hey, don’t give this link any SEO value.” In other words, these links don’t help boost your search ranking directly, but that doesn’t mean they’re useless.

How Do They Work?

When a website adds a no-follow tag to a link, it’s telling Google and other search engines not to count the link as a vote of confidence for your website. This differs from a regular (do-follow) link, which says, “Hey, I vouch for this site!” No-follow links might not give you that SEO boost, but they can still be important in certain situations.

When No-Follow Links Matter

Even though no-follow links don’t pass SEO “juice,” they still have their place:

• Driving Traffic: If a no-follow link appears on a high-traffic site, it can still send people your way, and traffic is always a good thing, right? A no-follow link from a popular blog or social media site can bring in new visitors who are potential customers, even if Google doesn’t count the link for SEO.
• Building Brand Awareness: No-follow links can still get your business name out there. For example, if a local news outlet links to your roofing or HVAC company but uses a no-follow tag, you’re still getting your name in front of potential clients. And who knows? Some of those readers might decide to give you a call.
• Avoiding Spammy Links: Sometimes, you might need to link to a site that you don’t fully trust or that isn’t directly related to your industry. Adding a no-follow tag can prevent that link from hurting your SEO while still giving your readers the resources they need. For example, a no-follow link is a safe bet if you’re linking to a forum or paid content.

Why No-Follow Links Don’t Hurt SEO

While no-follow links won’t directly boost your rankings, they won’t drag you down. Google ignores the SEO value of these links, but they still count as part of your overall link profile. Plus, if people click those links and visit your site, that engagement can still be valuable.

The Bottom Line
No-follow links may not be the SEO powerhouse of do-follow links, but they’re still useful in the right context. Think of them as extra players on your team—they might not score the winning goal, but they still help move the ball down the field. Whether it’s driving traffic, building awareness, or safely linking to less trustworthy sites, no-follow links can play a part in your overall SEO strategy.

Don't get scammed by Guest Posting

What Are Spammy Guest Posts?

Spammy guest posts are like party crashers who show up uninvited, bring nothing of value, and make everyone uncomfortable. These are blog posts written by people who don’t really care about your business or industry. They just want to dump their content and sneak in a few backlinks to their own sites. These guest posts are often poorly written, off-topic, and stuffed with links that don’t help your website or your readers.

How Do Spammy Guest Posts Hurt Your Site?

Having spammy guest posts on your site is like inviting the wrong crowd to your business. Sure, they’re there, but they’re not helping your reputation. Google sees low-quality or irrelevant content and starts to think that your website might not be all that trustworthy. Here’s how these spammy posts can mess with your SEO:

• Irrelevant Content: If your roofing company starts publishing guest posts about unrelated topics like gambling or dating advice, it sends the wrong signal to Google. The search engine will see that your content is all over the place, which can hurt your rankings. Google wants to see relevance, and spammy posts are the opposite of that.
• Poorly Written Content: Content that’s full of grammatical errors, awkward phrasing, or keyword stuffing makes your site look unprofessional. Visitors won’t stick around, and Google will notice the high bounce rate, which can lower your rankings.
• Too Many Low-Quality Links: Spammy guest posts are often crammed with links to unrelated or low-quality websites. This isn’t just bad for your readers—it’s bad for your SEO. Google might see this as an attempt to manipulate rankings, and your site could get penalized.

Why It’s Important to Avoid These Posts

Google wants quality content that’s useful and relevant to your audience. Spammy guest posts do the opposite. They don’t provide real value to your visitors, and over time, they can drag down your SEO. Instead of attracting potential customers, they can push them away—and Google will follow suit.

The Bottom Line
Spammy guest posts are the SEO equivalent of letting strangers come into your home and leave a mess. They don’t help you, and they can actually hurt your online reputation. It’s important to focus on high-quality, relevant content that speaks to your industry and serves your audience. Stick to posts that help your customers and avoid the guest-post junk that just clutters up your site.

How Your Marketing Agency Tracks Down Bad Links

Google Search Console: Great, But There's More

Google Search Console is a fantastic free tool to get started—it shows you who’s linking to your site and provides some solid insights. But here's the thing: using it to find bad links is like digging through your garage for that one wrench—you’ll find it eventually, but it’s going to take some time and effort. That’s where your agency comes in. They’ll:

• Go through the list of websites linking to your site, so you don’t have to.
• Spot any sketchy links that might harm your SEO.
• Organize everything into a neat report for further review, saving you the headache.

However, while Google Search Console is a great starting point, it doesn’t cover everything. That’s where SEO software like SEMrush comes in. It’s an all-in-one solution that not only handles backlinks but also offers task management tools to help keep track of everything, from auditing links to planning next steps. Think of it as the Swiss Army knife of SEO—it does a bit of everything, and it does it well, saving your agency time and keeping your site healthy.

Why Your Agency Should Be Using SEMrush for Your Local Business

When it comes to keeping your website in top shape, SEMrush is the heavy-duty tool your marketing agency should be using. Think of it like giving them a fully-loaded work truck, complete with every tool they need to make sure your site is performing at its best. Here’s why SEMrush is a must for your local business:

• Finding the Bad Links: SEMrush is like the watchdog your business needs. It scans every backlink pointing to your website and finds the bad apples that are hurting your rankings. Whether it's spammy links, irrelevant sites, or low-quality pages, SEMrush lets your agency see it all in one place. They’ll know exactly which links need to go, and you can focus on running your business instead of worrying about your website.
• Digging Into the Details: SEMrush doesn’t just identify bad links—it gives your agency the full story. It shows which backlinks are helping bring in quality traffic and which ones are holding you back. This deep dive helps your agency make smart decisions about your website, improving your SEO without any guesswork. It’s like knowing exactly which parts of your business are working and which ones need fixing.
• Saving You Time and Effort: Manually checking backlinks is a slow and painful process—something no business owner should have to deal with. But with SEMrush, your agency can automate the entire audit. It’s fast, efficient, and saves both you and your agency tons of time. Plus, they’ll handle all the details so you can keep doing what you do best: running your business.
• Built-In Task Management: SEMrush isn’t just for finding bad links—it also helps your agency stay organized with its built-in task management tools. They can track their progress, set up action plans, and ensure every issue is addressed. It’s like having a project manager who knows SEO inside and out, keeping everything on track without missing a beat.

In short, SEMrush is the powerhouse your marketing agency should be using to keep your website clean, healthy, and ranking well. It’s the all-in-one solution that ensures your site brings in quality traffic and stays ahead of the competition, all while you focus on growing your business.

How to Fix Bad Links: Demand your Agency does this...

Bad links are like bad Yelp reviews—they can seriously hurt your business’s reputation online. But as a business owner, you shouldn’t be wasting time worrying about broken backlinks while juggling customers and running day-to-day operations. That’s what your agency is for! Here’s how they should be handling this dirty work for you:

Disavow Bad Links via Google Search Console



Your agency’s first job is to tell Google, “These shady links? Yeah, we don’t want them.” They’ll use Google Search Console to disavow bad links, like kicking out the riffraff from an exclusive club. Here’s what that looks like:

1. Find the Bad Links: Using SEMrush or Google Search Console, your agency will hunt down those toxic backlinks dragging your site down, like bad roofing jobs pulling your reputation down.
2. Create the Disavow File: This is basically a “please ignore these” file for Google. Your agency will create and format it properly so Google knows which domains or URLs to blacklist.
3. Submit the File: Your agency will then submit it through Google Search Console, making sure Google gets the message: "We don’t know these people."