Glossary
What is a link scheme?
A link scheme is any attempt to manipulate rankings with links: buying or selling links that pass ranking credit, excessive link exchanges, private blog networks, large-scale guest posting with keyword anchors, or automated link creation. Google's spam policies call this link spam and can demote or manually penalise sites that do it.
Examples from Google's spam policies
- Buying or selling links that pass ranking credit, including paying in goods or services.
- Excessive link exchanges ("link to me and I'll link to you").
- Using automated programs or services to create links.
- Requiring a link as part of terms of service without letting the owner qualify it.
- Large-scale article marketing or guest posting with keyword-rich anchor links.
- Private blog networks and sites built only to link.
Consequences
Google's systems, including SpamBrain, try to neutralise spam links so they pass nothing. For clear patterns, Google can issue a manual action that demotes pages or the whole site until the links are cleaned up and a reconsideration request is approved.
Where directories fit
| Activity | Scheme? |
|---|---|
| Free listing on a reviewed directory | No |
| Paid placement with a sponsored link | No |
| Paying a small directory only to make the link dofollow | Likely yes |
| One badge exchange with a relevant directory | Normally no |
| Badges from dozens of tiny directories sitewide | Looks like excessive exchange |
| Bulk submissions to hundreds of link farms | Yes |
Example
A startup buys 200 "DA 50+ dofollow" guest posts with its main keyword as anchor. Rankings rise for a few weeks, then drop after a manual action. Cleaning up takes months.
FAQ
Is a directory listing a link scheme?
Not a normal one. Listings on real, reviewed directories are fine.
Can I pay for a guest post?
If the link is marked sponsored or nofollow, it's advertising. Paying for a followed link is a scheme.
How do I know if I have a manual action?
Search Console's Manual actions report shows it.