Definition
The Link Spam Updates are a series of updates deployed by Google in July 2021, December 2022, and October 2023, using the SpamBrain artificial intelligence system to detect and neutralize artificial links. The December 2022 version was particularly impactful, targeting at scale purchased links, link exchanges, sponsored articles without nofollow attributes, and low-quality links from PBNs, spam directories, and blog comments. SpamBrain is capable of detecting both sites selling links and sites buying links, and can neutralize the value transmitted by these links rather than directly penalizing the site. This update underscored the importance of building a natural and diversified link profile.
Key Points
- Rolled out in 2021, 2022, and 2023, using SpamBrain AI
- Targets purchased links, exchanges, PBNs, and undisclosed sponsored articles
- Neutralizes spam link value rather than systematically penalizing
Practical Examples
PBN neutralization
A site that built a network of 50 private blogs (PBN) to create backlinks sees the value of these links completely neutralized by SpamBrain, causing a 40-position drop on its main keywords.
Sponsored article detection
A site publishing sponsored articles without nofollow or sponsored attributes is identified by SpamBrain as a link seller, and outgoing links from that site lose all SEO value.
Frequently Asked Questions
Buying low-quality or mass links has become very risky. However, a smart link building strategy based on links from topically relevant and authoritative sites remains effective. LemmiLink connects advertisers with quality publishers for link partnerships aligned with best practices.
Diversify your link sources, prioritize quality over quantity, ensure links come from topically relevant sites, vary your anchor texts, and avoid obvious link schemes (PBNs, mass exchanges). Use Google's disavow tool if needed.
Go Further with LemmiLink
Discover how LemmiLink can help you put these SEO concepts into practice.
Last updated: 2026-02-07