An announced improvement to Google’s handling of manipulative links, such as updates that neutralize ranking credit from link spam.
A link-spam update is not a request to remove every paid placement or every link from a small website. The important distinction is whether a link is being used to manipulate rankings and whether applicable qualification requirements are followed.
Google’s December 2022 announcement described using SpamBrain to identify and neutralize unnatural links. If ranking credit from a link is discounted, simply waiting for the old benefit to return is not a dependable recovery strategy.
Keep link acquisition records so an audit can distinguish editorial references, advertising, affiliate relationships and networks purchased for ranking purposes. Without that context, a list of domains and numerical scores can lead to poorly targeted action.
Takeaway: Evaluate the purpose and disclosure of link relationships, and avoid buying links solely for promised ranking credit.
Example
A software vendor sponsors an industry newsletter. It treats the placement as advertising, uses appropriate link qualification and measures referral interest rather than promising an organic ranking boost.
What to check
Do not conflate algorithmic link handling with a manual-action notice. Review each using the evidence and process appropriate to it.
For more detail, see Google December 2022 link spam update.