A link scheme is any practice designed to manipulate a site's ranking in search results through artificial link building. Google specifically defines link schemes in their Webmaster Guidelines as links intended to manipulate PageRank or a site's ranking.
Google's Official Definition
From Google's Guidelines
Google states link schemes include:
"Any links that are intended to manipulate rankings in Google Search results may be considered link spam."
This encompasses both building links to your site and linking out to others in manipulative ways.
Types of Link Schemes
Buying or Selling Links
Direct purchase: Paying for links Indirect purchase: Exchanging goods/services for links Advertising as links: Ads that pass PageRank Sponsored content: Paid posts with dofollow links
Link Exchanges
Reciprocal linking: "Link to me and I'll link to you" Three-way exchanges: Triangular link arrangements Partner pages: Pages created solely for cross-linking Excessive exchanges: Scaled link trading
Automated Link Building
Software-generated links: Bots creating links Comment spam: Automated blog comments Forum spam: Mass forum posting Automated queries: Links from search results scraping
Manipulative Practices
Private blog networks: Sites created for linking Link farms: Clusters of interlinked sites Widget links: Links embedded in distributable widgets Footer/sidebar schemes: Template links for SEO Hidden links: CSS hidden or tiny text links
Specific Examples Google Lists
From Google's Documentation
Buying or selling links that pass PageRank:
- Exchanging money for links
- Exchanging goods or services for links
- Sending someone a free product in exchange for a link
Excessive link exchanges:
- "Link to me and I'll link to you"
- Partner pages exclusively for cross-linking
Large-scale article marketing or guest posting campaigns:
- Keyword-rich anchor text links
- Low-quality or duplicate articles
Using automated programs or services to create links
Requiring a link as part of Terms of Service
Text advertisements that pass PageRank
Advertorials or native advertising with dofollow links
Links with optimized anchor text in articles distributed across various sites
How Google Handles Link Schemes
Google uses SpamBrain and regular algorithm updates to identify and penalise link schemes. For the full picture of how Google detects and handles link manipulation, see our Google Link Spam Compliance Guide.
Algorithmic Action
Devaluation: Links simply don't count Neutralization: Spam signals ignored No manual intervention: Happens automatically Penguin integration: Part of core algorithm
Manual Actions
Review triggers: Patterns that warrant human review Notifications: Through Search Console Required action: Clean up or disavow Reconsideration: Request review after cleanup
Identifying Link Schemes
Red Flags
Too easy: Links that seem too easy to get Money involved: Any payment for links Scaled operations: Mass link acquisition Pattern recognition: Same links everywhere No editorial judgment: Links without review
Questions to Ask
Before building or accepting a link:
- Would this link exist without SEO benefit?
- Is there genuine editorial discretion?
- Does this primarily benefit users?
- Would you be comfortable if Google saw this?
Avoiding Link Schemes
Safe Practices
Earn links naturally: Create valuable content Editorial outreach: Pursue genuine coverage Relationships first: Build real connections Transparency: Disclose any business relationships User focus: Links that help users
When Offered Participation
If someone proposes a link scheme:
- Decline politely
- Don't engage with link vendors
- Report spam if appropriate
- Focus on legitimate alternatives
Gray Areas
Guest Posting
Acceptable: Quality content on relevant sites Problematic: Scaled campaigns with keyword anchors
Sponsorships
Acceptable: Disclosed with nofollow/sponsored Problematic: Undisclosed dofollow links
Product Reviews
Acceptable: Honest reviews with disclosure Problematic: Required links without disclosure
Testimonials
Acceptable: Genuine testimonials Problematic: Fake testimonials for links
Recovering from Link Schemes
If You Participated
- Audit: Identify all scheme-related links
- Remove: Contact sites to remove links
- Disavow: Submit remaining problematic links
- Document: Keep records of cleanup
- Submit: File reconsideration request if manual action
Prevention
Educate team: Ensure everyone understands guidelines Vet partners: Check SEO agencies' practices Monitor: Regular backlink audits Document: Track all link building activities
The Penalty Spectrum
Severity Levels
| Severity | Typical Cause | Impact |
|---|---|---|
| Algorithmic | Pattern detection | Links devalued |
| Soft manual | Minor violations | Partial ranking loss |
| Hard manual | Egregious schemes | Severe ranking loss |
| De-indexing | Extreme cases | Complete removal |
Most Common Outcome
For most sites:
- Links are simply devalued
- No manual action
- No notification
- Links just don't help
Summary
Link schemes are manipulative link practices:
Google's view:
- Any links intended to manipulate rankings
- Explicitly violate webmaster guidelines
- Can result in devaluation or penalties
Common examples:
- Buying/selling links
- Excessive exchanges
- Automated link building
- Private blog networks
- Hidden or manipulative links
Protection:
- Focus on earning genuine links
- Create valuable content
- Build real relationships
- Monitor link building activities
Avoid shortcuts—sustainable SEO requires legitimate link building.