Link Schemes

Link schemes are any links created mainly to manipulate a site’s rankings in Google, rather than to help readers. Google lists them as link spam in its spam policies, and sites that take part risk having those links ignored or receiving a manual action.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

What counts as a link scheme

Google’s definition is broad. The question it asks is whether a link exists because someone chose to recommend a page, or because it was arranged to influence PageRank and rankings. Common examples include:

  • Buying or selling links that pass ranking credit, also known as paid links.
  • Excessive link exchanges, where sites agree to link to each other purely for SEO.
  • Large-scale article or guest posting campaigns with keyword-rich links.
  • Automated programs or services that create links to your site.
  • Requiring a followed link as part of terms of service or a contract.
  • Networks of sites built only to link out, such as private blog networks.
  • Low-quality directory or bookmark links and links hidden in widgets or footers across many sites.

What is not a link scheme

Paying for advertising, sponsoring an event or getting featured in a guest article is not banned in itself. The issue is whether the link passes ranking credit. Google asks site owners to mark such links with the right link attributes: rel="sponsored" for paid or sponsored links and rel="ugc" for user-generated content, with rel="nofollow" as a general fallback.

How Google responds

Google uses both algorithms and people. Spam-fighting systems such as SpamBrain try to identify unnatural links and neutralise them, so they simply stop counting. Where Google’s reviewers find a clear pattern, they can issue manual actions, visible in Search Console, which can demote pages or a whole site. Sites that sell links can also lose trust in how their outbound links are treated.

If you receive a manual action, the usual fix is to remove or tag the problem links, disavow any you cannot get removed, and submit a reconsideration request explaining what you changed. Algorithmic devaluation has no request process: the links simply stop helping.

How to stay safe

  1. Audit your backlinks regularly and note any you or past agencies paid for or arranged.
  2. Ask for paid or sponsored links to be marked as sponsored or nofollow.
  3. Avoid deals that promise a set number of followed links for a fee.
  4. Use anchor text that reads naturally rather than repeating exact-match keywords.
  5. Focus on link building methods that earn links on merit, such as useful resources and press coverage.

Common myths

Some people believe a few paid links are always safe if they look natural. Google may not catch every one, but the links still break its policies and can be devalued at any time. Others think any link exchange is banned. Occasional reciprocal links between related sites are normal: Google’s concern is excessive exchanges done for ranking purposes.

Further reading: Google’s spam policies for web search.

Key Takeaways

  • A link scheme is any link arranged mainly to manipulate rankings.
  • Paid links, excessive exchanges and PBNs are common examples.
  • Paid or sponsored links are fine if marked sponsored or nofollow.
  • Google can ignore scheme links or issue a manual action.
  • Regular backlink audits help you spot and fix risky links.
  • Earning links on merit is the safest long-term approach.

Related Terms

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