July 2021 Google Link Spam Update: Rollout & What It Targeted

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Google's link spam update began July 26, 2021 as an announced two-week rollout to nullify link spam more broadly; the official record logs it at 29 days.

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Google announced the link spam update on July 26, 2021 in a Search Central post titled "A reminder on qualifying links and our link spam update". The change would make Google "even more effective at identifying and nullifying link spam more broadly, across multiple languages", with the rollout expected to run across the following two weeks, per Search Engine Land's coverage.

The post doubled as a compliance reminder for the link types in scope, affiliate links, sponsored posts and guest posts, which should carry the appropriate rel="sponsored" or rel="nofollow" qualifiers. "Nullifying" is the operative word: Google ignores or discounts spammy links rather than issuing a penalty, the approach it has taken since Penguin 4.0. Sites whose rankings leaned on such links could still see drops that feel like penalties once those links stop counting, and Google's spam documentation notes that a ranking boost lost this way is not something a cleanup brings back.

Google announced a two-week rollout, but its ranking updates history logs the July 2021 link spam update at 29 days, which puts completion at August 24, 2021, roughly twice the announced window. If links are why a site moved, the fix is the reminder itself: qualify paid, affiliate and guest-post links correctly and review the link spam section of Google's spam policies.

Rollout log

  • Link spam update announced with a two-week rollout window, targeting link spam broadly across multiple languages.

  • Completion per the official record, which logs the rollout at 29 days, about twice the announced two weeks.

Sources

Frequently asked questions

What did the July 2021 link spam update target?

Link spam broadly, across multiple languages. Google's announcement doubled as a reminder to qualify affiliate, sponsored and guest-post links with rel="sponsored" or rel="nofollow".

Did the link spam update penalize sites?

No. Google said it nullifies link spam, meaning spammy links are ignored rather than triggering a penalty. Sites whose rankings depended on those links could still lose visibility once the links stopped counting.

How long did the link spam update take to roll out?

It was announced on July 26, 2021 as a two-week rollout, but Google's ranking updates history logs it at 29 days, putting completion at August 24, 2021.

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Cite this page: Keywords Everywhere, "July 2021 Google Link Spam Update: Rollout & What It Targeted", last updated 24th Aug 2021, https://keywordseverywhere.com/news/google-algorithm-updates/july-2021-link-spam-update/