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To audit a website for unnatural links before a manual action, check Google Search Console for an existing action, gather the inbound-link data available to you, and investigate patterns against Google’s spam policies. Focus on why and how links were created—not on whether a tool gives a domain a low score. Remove or appropriately qualify links you control, document reasonable removal efforts for external links, and consider disavowal only when Google’s guidance supports it. Most sites do not need to use the Disavow Links Tool.
What counts as an unnatural link?
Google defines link spam as creating links to or from a site primarily to manipulate search rankings. The key issue is the purpose and practice behind a link, not simply how unfamiliar, weak, or low-traffic its source appears. Google’s examples include link exchanges, paid links that pass ranking credit, and automatically generated links. Its guidance also discusses spammy blog comments, automatically generated forum posts, and text advertisements that pass PageRank.
This distinction matters because a website can receive links it did not solicit, while a link that looks ordinary in a backlink report may have been deliberately created as part of a ranking scheme. The audit should establish what happened: who arranged or produced the link, whether it was editorially placed, whether it passes ranking credit, and whether your organization can change or remove it.
Google’s published materials do not establish a universal number of suspicious links, a “toxic” score threshold, or a domain-rating cutoff that proves a violation. An automated score can help sort a large list for human review, but it is not a policy finding. Treat it as a lead to investigate, not a verdict.
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First check whether Google has applied a manual action
Open the relevant property in Google Search Console and review the Manual Actions report and account messages. If the report identifies an action, record its stated type and scope. Use that information to define the audit: an action may identify a particular issue or affect more than one part of the site, so do not assume the entire link profile or every URL is implicated.
If there is no manual action, describe your work internally as a precautionary review. A decline in clicks, impressions, or rankings does not by itself establish that Google has applied a manual action. Search visibility can change for other reasons, and an algorithm-only decline is not a reason to submit a reconsideration request. Google’s Search Console guidance distinguishes reconsideration requests for manual actions from changes in algorithmic performance.
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Build a link audit record you can defend
Start with the inbound-link information available in Search Console. Google’s older link guidance describes that information as a significant starting point, not a guarantee that it is a complete census of every link. If your organization already keeps exports from other backlink sources, retain them as supplementary discovery data. Keep each export’s source and retrieval date: a third-party index is not Google’s own link graph, and different sources may surface different links.
Bring the data together with records that can explain how links came to exist: SEO campaign briefs, agency handovers, paid-placement records, outreach histories, and prior cleanup work. Keep the evidence attached to the review rather than relying on memory. For each candidate link or repeated pattern, record:
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- The linking page and domain, and the destination URL on your site.
- The anchor text and enough surrounding context to understand how the link appears.
- When the link was found and, if known, when or through what campaign it was created.
- Whether your organization, an agency, or a paid placement created or arranged it.
- The policy concern and evidence supporting that concern.
- Whether you control the linking page or can ask its owner to change the link.
- The action taken, the date, the contact attempt or change, and the result.
Group records by campaign or repeated pattern as well as by individual URL. A cluster of links with the same commercial anchors, placement style, and campaign history may call for a different response from isolated links with no evidence of involvement. Preserve enough page context to let another reviewer understand why a link was flagged without having to infer the rationale from a score.
How to audit a website for unnatural links before a manual action
1. Set the scope
- Open the correct Search Console property and inspect the Manual Actions report and relevant account messages.
- Record whether there is an action, its wording, and the pages or issue it identifies. If none appears, note that the review is preventive rather than evidence that Google has flagged the site.
- Define the site sections, domains, and campaigns the review will cover. Where an action specifies a scope, use that description to guide the investigation without ignoring evidence of related patterns elsewhere.
2. Collect and preserve the evidence
- Export the inbound-link data available from Search Console and save the retrieval date with the export.
- Add any existing third-party link exports as separate, clearly identified discovery sources. Do not combine them in a way that implies they are Google data.
- Collect campaign records, prior SEO-agency records, paid-placement records, and earlier removal or qualification work.
- Log candidate pages and patterns using the audit fields above. Keep original exports so later reviewers can see what was reviewed and when.
3. Investigate patterns against Google’s examples
- Look for evidence that links were created primarily to manipulate rankings. Compare the pattern with Google’s examples: link exchanges, paid links that pass ranking signals, automatically generated links, spammy comments, auto-generated forum posts, and text advertisements that pass PageRank.
- Inspect the linking page and the link’s context. Ask how it was produced, whether it was editorially selected, what the surrounding content says, and whether the link passes ranking credit.
- Compare repeated features such as anchors, placement, destination pages, and campaign records. Repetition can help identify a deliberate program, but a shared feature alone does not prove that every link violates policy.
- Classify the evidence and uncertainty. Distinguish links tied to a known manipulative campaign from links that merit a closer look and from links for which the only concern is an unfamiliar domain or a weak automated score.
Do not treat low traffic, an unknown publisher, or a third-party risk label as proof of link spam. The policy question is whether the link fits a manipulative practice, not whether the source looks undesirable in isolation.
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4. Prioritize remedies according to control
- For a link on a page your organization controls, remove it if it was part of a manipulative campaign, or change it so it does not pass ranking credit where appropriate.
- For an external link, make a reasonable, documented request to the site owner to remove it or apply an appropriate nofollow-type treatment.
- Record the date, destination or contact used, request made, response, and outcome. If no response or a refusal follows, retain that record rather than describing the link as removed.
- Review any remaining links against Google’s guidance before deciding whether disavowal is warranted.
Google recommends making a strong effort to remove problematic links or have them nofollowed before using the disavow tool. The record of what you tried is useful both for making a careful disavow decision and, if a manual action exists, for explaining remediation in a reconsideration request.
5. Consider disavowal only for a narrow, supported set
Google cautions that most sites do not need to disavow links. Consider the Disavow Links Tool only after evaluating whether links fit Google’s guidance and making reasonable removal efforts—particularly when there is a manual action or a history of link schemes. Do not upload an indiscriminate export of every inbound link or include links simply because a tool has assigned them a poor score.
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Before changing an existing disavow file, retain the current version and review it carefully. The decision should be based on the evidence for the links that remain, not on a desire to make a backlink report look cleaner. If the audit does not support disavowal under Google’s guidance, leaving the tool unused is a valid outcome.
6. Request reconsideration only after fixing a manual action
If Search Console reports a manual action, finish the relevant remediation before requesting reconsideration. Confirm that the site no longer violates the stated policy, then explain the cause you found, the corrective steps taken, the external removal attempts, and any remaining links addressed through disavowal. Make supporting documentation accessible and specific enough for Google to understand the work.
Reconsideration is for a manual spam action, not solely for an algorithmic visibility decline. Google investigates requests but does not promise a particular response time or a successful result. Do not submit a request as a substitute for completing the cleanup.
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| What the audit establishes | How to interpret it | Next step |
|---|---|---|
| A link is on a page your organization controls and was created as part of a manipulative campaign. | There is evidence of both the practice and your ability to change it. | Remove it or change it so it does not pass ranking credit, as appropriate, and record the change. |
| An external link fits a manipulative pattern, but your organization does not control the source. | The link merits a remedy, but the site owner must make the change. | Make and document a reasonable removal or nofollow-type request; assess any unresolved links afterward. |
| A third-party tool gives a link or domain a poor score, but the audit finds no supporting evidence of a manipulative practice. | The score alone does not establish a policy violation. | Keep the evidence and rationale; do not disavow solely to satisfy the score. |
| Problematic links remain after appropriate removal efforts, and the site has a manual action or relevant link-scheme history. | Disavowal may merit consideration under Google’s guidance. | Review the existing file, if any, and consider only the qualifying links that remain. |
| Search Console shows no manual action, but visibility has declined. | The decline alone does not prove a manual action or link-spam issue. | Do not request reconsideration solely for an algorithmic change; keep the link review separate from diagnosing other causes. |
Set realistic expectations after cleanup
The aim of an audit is to address policy violations and reduce the risk of recurrence, not to guarantee a ranking or traffic recovery. Google says a link spam update can remove ranking benefit previously associated with spammy links; changing those links may not restore that benefit. Google’s spam-update documentation also says its systems can take months to recognize compliance. A completed cleanup is therefore not a promise of a particular search outcome or timeline.
Use Google’s current Search Central spam policies and Search Essentials alongside its procedural guidance on links, disavowal, Manual Actions, and reconsideration. The detailed Google posts on backlink and disavow procedures date from 2013 and 2012, respectively, so check Search Console’s current labels and Google’s current documentation when carrying out the work.
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