How important or dangerous are backlinks?

Backlinks to a site certainly help site rank.  But it can be a mixed bag.

Services sell links with high page rank sites – sometimes for a lot of money.  So how does Google get around this method for SEOs to game the system with a little money?

The wrong links can even hurt your site rank.  The definition of quality changes.  It’s an ever evolving system, much like the markets.

Here’s what Google Webmaster Central said in 2013 about reconsideration requests:

When talking to site owners on Google Webmaster Forums we come across questions on reconsideration requests and how to handle backlink-related issues. Here are some common questions, along with our recommendations.

When should I file a reconsideration request?

If your site violates our Google Quality Guidelines or did in the past, a manual spam action may be applied to your site to prevent spam in our search results. You may learn about this violation from a notification in Google Webmaster Tools, or perhaps from someone else such as a previous owner or SEO of the site. To get this manual action revoked, first make sure that your site no longer violates the quality guidelines. After you’ve done that, it’s time to file a reconsideration request.

Should I file a reconsideration request if I think my site is affected by an algorithmic change?

Reconsideration requests are intended for sites with manual spam actions. If your site’s visibility has been solely affected by an algorithmic change, there’s no manual action to be revoked, and therefore no need to file a reconsideration request. If you’re unsure if it’s an algorithmic change or a manual action, and have found issues that you have resolved, then submitting a reconsideration request is fine.

How can I assess the quality of a site’s backlinks?

The links to your site section of Google Webmaster Tools is a great starting point for an investigation as it shows a significant amount of your site’s inbound links. If you know that you ran an SEO campaign during a particular period of time, downloading the latest links can come handy in slicing links created at that time. Using the links found in Google Webmaster Tools, we recommend looking for patterns that point to general issues that are worth resolving. For example, spammy blog comments, auto generated forum posts or text advertisements with links that pass PageRank are likely to be seen as unnatural links and would violate Google’s quality guidelines. For individual examples and hands-on advice we recommend getting help of peers and expert webmasters on the Google Webmaster Forum.

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