Content revised 20 October 2026.
A backlink needs context before it needs action. Review the actual page, the way the link was obtained and your website’s evidence rather than relying on a score.
Open the linking page
Check whether a reader could understand why the link is there. A supplier mentioning a relevant product is different from a page selling unrelated links in bulk. Look for genuine editorial context, misleading claims and signs of a placement arranged to manipulate rankings. The domain’s appearance alone is not a complete diagnosis.
Check how the link was created
Review any agency reports, outreach records and paid placements you control. If someone promised hundreds of ranking links without explaining the sources, ask for the actual URLs and method. Do not assume that a competitor created a link simply because you don't recognise it.
Use tools as evidence, not a verdict
- Compare the linking URL and target with your own records.
- Check Search Console for relevant manual-action information.
- Treat a tool’s toxicity or authority label as a prompt to investigate.
- Separate unusual links from unrelated issues such as indexing failures or tracking changes.
Choose a proportionate next step
You may decide to document the link and take no immediate action. A placement you arranged may need removal or appropriate qualification. A serious manipulative-link history may need a more careful remediation plan. Avoid blanket promises that every low-scoring link hurts rankings or that removing a fixed number will recover traffic.
Official guidance: Google’s guidance on when disavow may be appropriate.