For some time now, Google’s disavow tool has been subject to a bit of soul searching.
Whereas it was once a reasonably important tool in the digital toolbox, I am actually struggling to remember the last time that Browser Media has gone anywhere near the disavow tool. Perhaps that is more reflective of the fact that we have not inherited any horrendous skeletons in closets when taking on new clients, but I think it is really a sign that we are simply more focused on creating new (amazing) content and attracting high quality links than obsessing over a legacy of directory submissions.
In case you are entirely new to the whole concept of disavowing links, head on over to Google’s own advice to read more. As you will see, Google themselves suggest that it is an advanced tool and not one for casual use, advising that it could very well do more harm than good.
It is not just Google that have voiced concern. Many in the SEO community have suggested that it is just a method for Google to collect evidence for penalising link networks and other such shady SEO practices and most will struggle to share any recent success stories. The reality is that most crappy links are simply ignored.
I have personally seen evidence of several successful link detox processes, but *every* one was triggered by a manual action and drastic action was needed. More importantly, I think the last one that we did was over 8yrs ago. We haven’t been involved with any manual actions in recent years, so thinking about the disavow tool simply hasn’t been on my radar.
I was, however, interested to see Google’s John Mueller suggest that the disavow tool will soon be a thing of the past:
At some point, I'm sure we'll remove it.
I'm tempted to add something snarky regarding the conspiracy-posts, but I'll hold my tongue.
— John ? … ? (@JohnMu) May 4, 2024
I don’t expect that this will be shock news to most. I just don’t think it is used by the vast majority of digital marketers these days.
It does, however, make me ponder the threat of negative SEO once again and be slightly wary of the potential risk if there is no official way to communicate with Google about dodgy links. I have no sympathy if said dodgy link building was your own doing, but there is a sense of being more exposed to negative SEO.
Whether or whether not negative SEO is actually a thing is, of course, a topic of heated debate in the SEO world and there isn’t actually very much evidence of recent negative SEO activity, so I feel that this is probably a moot point.
In my humble opinion, I don’t think we need to be worried about the demise of the disavow tool. Whilst I live in Search Console, I do not use it any more and will therefore not miss it if Mueller’s prediction proves to be true. Personally, I would encourage you to focus on a positive approach to building great links rather than (probably) wasting hours / days / months on undoing link building work, however suspect that may have been. At best, it will do nothing. At worst, that could actually highlight all your dodgy link building activity to Google and put you in even more troubled waters.
I wasn’t especially surprised to read the news and I won’t be shedding any tears if it does go the way of the dodo.
