Toxic backlinks: what they are, and when to worry

"Toxic backlinks" isn't a Google term. SEO tools use it for links that look manipulative: links from link farms, private blog networks, hacked pages, auto-generated spam sites, or packages of cheap backlinks. Google's word for the practice behind them is link spam.

Most sites never need to do anything about random low-quality links that appear on their own: Google says most sites won't need its disavow tool. The risk comes from links you, or someone you paid, built to manipulate rankings.

Backlink makers, indexers and submitters

Automated tools that create links for you (sometimes sold as backlink makers, submitters or link software such as Money Robot Submitter or SEnuke) and services that promise to force those links into Google's index fall under Google's link spam policy: "using automated programs or services to create links to your site". They carry risk and little benefit.

Buying backlinks

Buying or selling links for ranking purposes, exchanging goods or services for links, and requiring links in contracts are all listed in Google's spam policies. Links you pay for are only acceptable with rel="sponsored" or rel="nofollow". Sites that break the policies may rank lower or not appear in results at all.

What to do about bad links

1. Check Search Console's Manual actions report. An "unnatural links" action means you need to act.
2. If you or a previous agency built links, remove as many as you can by contacting the sites.
3. Use Google's disavow tool only for links you can't remove that you built or bought. Google says most sites don't need it.
4. Stop any link package or tool that's still running.