Google spam policies and link schemes, what to avoid and what to do instead
“Link schemes” is Google’s way of saying: links created mainly to manipulate ranking signals. If your backlink services ignore this, you can end up with a messy backlink profile, weird anchor text patterns, or a manual action. This page breaks down common link scheme patterns, how Google tends to spot them, and what clean link building looks like. If you want context on link types, see dofollow, nofollow, sponsored, and UGC.
What Google is really trying to stop
Google is not “anti links”. Links help ranking. Google is anti manipulation. The problem is when a link exists mainly as a paid or arranged ranking signal, not as a normal citation. That is why the same link type can be fine in one context and risky in another.
The core idea
A link scheme is a pattern of backlinks created to push rankings rather than help readers. Google looks for footprints: repeatable signals across referring domains, anchors, target URLs, and placements.
The signals that usually show up
Heavy exact match anchors, a single money page getting most links, too many links from the same network, or “sponsored” relationships hidden as dofollow. These are the patterns we try to prevent.
Common link scheme patterns (plain English)
If a vendor sells “high DA backlinks” with no talk about relevance, anchors, and placement context, you usually end up in one of these buckets.
Paid links hidden as editorial
Money changes hands for a dofollow placement, but it is written like a normal citation. The risk is the pattern across many sites, not one link.
PBN style networks
A group of sites controlled by the same owner, built mainly to pass link equity. Footprints show up in hosting, themes, content style, and outbound link patterns.
Automated link blasts
Tools that generate hundreds or thousands of links fast from low-quality pages. This usually spikes backlink count without meaningful referring domains.
Aggressive anchor manipulation
Too many exact match anchors too quickly. This is one of the easiest patterns to spot inside a backlink profile. Fix it with brand, URL, and topical anchors.
Sitewide footer or sidebar links
Blogroll links, footer links, and widget links can create unnatural repetition. Sometimes they are legitimate, often they are rented.
Low-relevance placements
A “strong metric” domain is not enough. If the page topic is off, links feel forced. Relevance is the safety layer.
What we do instead (clean link building options)
Clean does not mean slow or boring. It means the link makes sense in context, the referring domain fits your topic, and the anchor text reads like a real citation.
Safer link sources
- Manual outreach to relevant sites and editors
- Guest posts with real topic fit
- Resource page and editorial links that match user intent
Transparency signals
- Live URL reporting for every placement
- Link attribute notes (dofollow, nofollow, sponsored, UGC)
- Anchor text tracked and rotated by intent