Google
December 2022 Link Spam Update
In brief
Link spam update relying on the SpamBrain system to detect and neutralize artificial links.
Key points
- Link spam update relying on SpamBrain.
- Detection and neutralization of artificial links and the sites that issue them.
- Manipulative links stop passing value rather than triggering a manual penalty.
- Multilingual rollout spread until mid-January 2023.
Analysis
This update extends the use of SpamBrain to detecting artificial links: the system identifies both bought or manipulative links and the sites that distribute them. Neutralized links lose their effect, which can push down sites that depended on them for their ranking.
The approach is preventive rather than punitive: Google prefers to ignore dubious links. For aggressive link-building strategies, the update is a reminder that real value comes from earned editorial links, not artificial networks.
What to do
- Audit the link profile and spot artificial backlinks or ones from dubious networks.
- Favor earning editorial links rather than mass buying or exchanges.
- Use disavow with caution, only in cases of clearly manipulative link schemes.
Impact
Manipulative links lose their value. Link profile cleanup and compliance remain essential.