Google often updates its search algorithm, and its newer spam updates have made many people wonder if link-building remains a safe and effective SEO approach. The answer is yes, but only if you build links carefully and understand the current digital landscape.
The search world has changed a lot-counting large numbers of links without caring about quality now brings huge risks.
To succeed online, especially in places like Denmark, you need to focus on honest, safe link-building. Good SEO in Denmark means your links should be strong and match what Google wants.
By keeping up with these changes and building clean, relevant, and different types of links, you can boost your site’s search performance and avoid penalties.
Why Google’s Spam Updates Changed Link-Building Rules
Google keeps improving its algorithm for one clear reason: it wants to deliver the most useful and trustworthy information to its users. To meet this aim, Google regularly updates its methods to stop those trying to cheat the system with bad link-building tactics. These updates aren’t random-they’re direct reactions to people trying to trick Google instead of earning links honestly.
The main purpose of these updates is to reward real experts and truly helpful websites. If your site used old, misleading link strategies, you may have seen your traffic drop. On the other hand, sites playing by the rules often did better, proving that following Google’s updated approach is the only way to win in the long run.
Big Changes from Google Spam Updates
Google’s latest spam updates (July 2021, December 2022, June 2024) have ramped up the battle against fake and unnatural links.
The 2025 Link Spam Update, especially, goes after methods that boost site authority unfairly. Examples of bad tactics include too much guest posting on weak sites, hiding affiliate links with no note, buying links without proper “nofollow” or “sponsored” tags, and auto-building links.
Google doesn’t just try to find these links-it makes them useless for rankings, and even lowers the standing of sites using them. This helps honest sites rise and punishes trickery.
How Google Spots and Handles Link Spam
Google uses advanced systems and AI to spot and deal with fake links. The algorithm looks for odd link patterns, such as links from strange places or too many links using the same text. Google also checks to see if the actual page content is helpful and if the link makes sense. It’s not just about the link source, but also about how relevant and related the two linked sites are.
If Google finds spammy links, it might ignore them and remove their value, or even penalize a site by lowering its ranking or taking it out of search results. The aim is to allow only legit links to affect search positions.
SpamBrain and New Ways to Find Spam
SpamBrain is Google’s smart tool powered by machine learning, used to fight different types of spam, including bad links and weak content. SpamBrain checks how links are placed and signals clearly fake patterns.
It keeps getting smarter as it learns, so it’s better at spotting even new tricks-like fake, AI-made pages. SpamBrain’s mission is to stop low-value sites from ranking well and make sure users see more reliable sites at the top.
How Link-Building Has Changed
Link-building has changed a lot over the years. In the past, many SEOs thought more links meant better rankings, no matter where the links came from. This led to lots of directory listings, spamming forums, and joining private blog networks (PBNs).
Now, those techniques actually cause harm. Google’s current updates clearly say that trying to cheat will get you penalized. Now, Google wants quality, relevance, and natural links. It values links from trusted, related websites in your area of business. It’s no longer about “the most,” but about “the best.”
Dangers of Old Link-Building Methods
Since Google’s strict updates, using old link-building tricks is like walking into danger blind. Old tricks may have worked for a while, but now, they can quickly hurt your site’s rankings or even make you disappear from search results. Google’s processes are better than ever at finding fake authority.
Knowing what not to do is very important for anyone managing a website.
Links That Now Hurt More Than Help
Google is much better at finding links that aren’t earned the right way. For example, links from high-authority sites that get almost no real traffic could be signs of fake linking. Links sitting inside unrelated articles are likely to be ignored or penalized.
The 2025 Link Spam Update also targets paid backlinks without “nofollow” or “sponsored” tags, and affiliate links without clear notes. Low-quality, unhelpful guest posts with no real author or expertise also now have less value or can bring penalties.
Warning Signs in Your Linking Patterns
Google’s systems watch for groups of links that don’t look natural, especially if they come from unrelated or sketchy places. Creating the same article for many sites and always linking back to yours sends a clear sign of scheming.
Repeating the same anchor text (such as exact-match keywords) across links stands out to Google as forced. Getting a quick burst of links from lots of poor-quality sites, or seeing high bounce rates from links, also raises red flags for Google.
Link-Building Tactics to Avoid
Several techniques are now off-limits. Paying for links or using private blog networks (PBNs) break Google’s policies and can slam your rankings. Link farms, where groups of sites only link to each other, stand out and will get you penalized.
Too much guest posting on low-value sites-especially with rushed or AI-generated content-now gets ignored or penalized. Swapping links (trading links back and forth) without real reason is also a risk.
Practices to Avoid After Google’s Spam Updates
After Google’s spam updates, you need to know what actions to avoid. Google is clear: If you try to boost rankings by trickery, you will get caught and punished. Avoiding risky practices is just as important as using safe ones-one mistake can ruin lots of good work.
Link Schemes That Harm Your Ranking
Link schemes are actions designed to trick Google into thinking your site is more important through links that aren’t earned naturally. These include buying links, selling links that affect PageRank, taking part in heavy link swaps, or using software to build links automatically.
Private Blog Networks (PBNs) are a clear-cut example-these involve buying old, strong domains just to link to your main site. These are often easily spotted by Google and can result in your website being taken out of search completely.
Bad Tactics: Guest Post Networks, Affiliate Links, and Link Exchanges
Google’s updates watch for certain tricks. Guest post networks that focus on numbers, not quality, are under close review. If the posts are not helpful and are only used for links, Google will lower their value.
Affiliate links without the right “sponsored” or “nofollow” tags also get hit. If your site depends a lot on affiliate marketing, you need to be transparent. Natural links between real partners are fine, but trading links regularly just to boost positions is dangerous.
Should You Disavow All Bad Links?
Whether to disavow bad or spammy backlinks is a careful choice. Only disavow links truly meant to deceive-links from spam sites or known toxic places. Google’s Disavow tool lets you tell Google to ignore these. But if you use it incorrectly and disavow good links, your rankings can drop.
Only use the disavow tool if you believe harmful links are pulling down your site and you can’t get them taken down manually. Most of the time, Google’s systems ignore weak links for you.
Does Link-Building Still Matter for SEO?
All these spam update warnings might make you wonder: Is link-building still worth it? The answer is still yes. Links are still a foundation of SEO-they tell Google that your site can be trusted. But link-building now focuses on quality, not just quantity. The best links are earned, not bought or traded.
How Backlinks Affect SEO Rankings Now
Backlinks remain a main factor in how Google ranks sites. They’re like votes-from other websites showing Google they trust your site. But Google no longer treats all links the same. The most effective links are high-quality and relevant. For example, one strong, related link from a respected site is worth more than a hundred weak ones.
Google now simply ignores spammy links and supports honest, useful ones. To get lasting results, focus on links people give you because your content is truly helpful.
Matching Good Content with Good Links
SEO today means combining good site setup, great content, and honest link-building. You can’t just get links-they need to lead to useful, high-quality pages. Google puts a lot of weight on its E-E-A-T guidelines: Experience, Expertise, Authority, and Trust.
It’s not just about who links to you, but also why they do it. Sites that rely on empty link-building but neglect strong, useful content won’t win. The best results come when your content marketing and link-building work together, making sure each link points to something valuable.
Safe Link-Building Tactics After Spam Updates
The best news? You can still build links the right way. “White hat” tactics that Google approves help your site avoid penalty and grow your authority in a real way. The main goal is to offer value, make connections, and earn links rather than trying to game the system.
White-Hat Strategies That Still Work Well
- Create truly helpful content that people want to share and reference
- Seek links only from sites that are relevant to your business
- Use different types of anchor text for a natural link profile
- Use digital PR-share news or research with journalists and bloggers to earn coverage and links
- Make unique data, infographics, or guides that others mention and link to
- Find mentions of your brand online and ask if they can link to your site
- Be a guest on podcasts or expert panels where the host will link to your site
How to Build E-E-A-T-Approved Content for Natural Links
To earn real, natural links, focus on Experience, Expertise, Authority, and Trustworthiness. This means:
- Showing the knowledge and background of your content writers
- Linking out to quality, trustworthy sources
- Sharing your real experiences or proven research
When your content stands out due to true value and solid proof, others will want to link to it on their own.
How to Make Link-Worthy Content and Get It Seen
Link-worthy assets are resources so helpful or unique that sites want to mention them. This can mean long guides, original research, surveys, calculators, or good infographics.
Once you have these, make sure people know about them-share on social media, email key contacts, or use digital PR. The higher the value, the more likely others are to share your work.
How to Handle Sponsored or Affiliate Links Properly
Transparency matters, especially if you use affiliate or sponsored links. The 2025 Google update pays extra attention here. Always show clearly if a link is paid or sponsored, both for Google and for users.
Use the right attributes like rel=”nofollow” or rel=”sponsored”. Not labeling these links correctly risks penalties or getting your links ignored. Be open and clear so everyone, including Google, knows the purpose of the link.
How to Check, Track, and Keep Your Backlinks Clean
Keeping your backlink profile clean is an ongoing job. With new updates, checking your backlinks often helps protect your site. By auditing and monitoring regularly, you can stop problems before they become a big deal.
How to Audit and Clean Your Links
| Step | Action |
| 1 | Use tools (Ahrefs, SEMrush, Google Search Console) to find all your backlinks |
| 2 | Look for suspicious links, or sudden increases in link numbers |
| 3 | Check for links from unrelated or spammy sites, or those with repeated anchor text |
| 4 | Ask site owners to remove bad links if possible |
| 5 | If you can’t get a link removed and it’s truly toxic, use Google’s disavow tool as a last resort |
When and How to Use Google’s Disavow Tool
The Disavow tool helps you tell Google to ignore certain links, but only use it for truly bad links you can’t delete yourself. Be very careful-removing good links with this tool can drop your rankings.
Google’s own advice is to use it only for obviously harmful or paid links. Doing a backlink audit every three months and only disavowing truly bad links usually works well.
How to Keep Watch on Your Backlinks Over Time
- Set up link alerts in tools like Ahrefs or SEMrush
- Check for unexpected spikes in new links
- Look for links from odd places, or sudden changes in anchor text
- Diversify your links by getting them from a mix of reputable sources
Staying watchful helps keep your site within Google’s changing rules and keeps your link profile strong.
What to Do If You Get Hit by a Penalty
Even if you’re careful, your site might still be affected by Google’s actions. If this happens, quick, smart action is needed to recover. It is possible, but takes commitment and time.
How to Bounce Back After a Link Spam Penalty
- Check your backlinks (Google Search Console, Ahrefs, SEMrush)
- Find and flag truly bad or suspicious links
- Disavow only these toxic links
- Fix any site-wide SEO problems, like keyword stuffing or hidden links
- Focus on earning good, new links the right way through PR, better content, and real partnerships
This shows Google you’ve fixed the problem and want to give real value.
How Long Does It Take to Recover?
Recovery isn’t instant. It depends on how bad the problem was and how fast you fix it. It can take weeks or even a few months. Google first needs to recheck your site and see your improvements. Keep checking rankings and keep following safe SEO habits to avoid future trouble.
Safe Link-Building: Common Questions
With rules always changing, many people have questions about building links safely. Here are answers to help you stay on the right path.
How Can Beginners Build Links Safely?
If you’re new to link-building, start by making content that really helps your readers. Share it on social media and discussions, but focus on real engagement rather than just dropping links. Try guest posting for trusted websites in your field. Aim to earn links because your posts are worth them-not just by asking.
Is Any Link Swapping Still Safe?
Avoid making deals to swap links regularly, as this is easy for Google to spot and penalize. But, natural, one-time links between partners (who work together for a genuine reason) are usually fine.
The main thing is that any link should make sense to readers, not just be there for rankings. If it seems unnatural, don’t do it.
How Can You Keep Up With Google’s Algorithm Changes?
- Check the official Google Search Status Dashboard for updates
- Follow trusted SEO blogs and Google’s own news sources
- Join SEO groups and forums to learn from others’ experiences
Staying informed lets you adapt quickly as SEO Denmark and beyond changes.