What Is a Link Scheme?
A link scheme is any link-building practice specifically designed to manipulate a site’s ranking in search results, rather than links earned through genuine editorial merit.
Google’s Link Scheme Policy
Google’s guidelines explicitly define and prohibit a wide range of link scheme patterns: buying or selling links that pass ranking value, excessive link exchanges, large-scale article marketing or guest posting campaigns done purely for links, using automated programs to create links, and requiring links as part of a product or service in exchange for reviews.
Tactics Google Flags
Beyond the obvious cases, Google also scrutinizes more subtle patterns: widget or badge links distributed at scale, links embedded in press releases distributed broadly, and PBN-style networks built purely for link manipulation. Any tactic engineered specifically to generate links — rather than to genuinely earn them through valuable content or relationships — carries real risk under this policy.
WRITTEN BY
Annabelle Cochrane
MANAGING DIRECTOR & SEO SPECIALIST
Annabelle holds a Bachelor of Business (Marketing) from QUT and works directly with every ALC Consulting client. She’s based on the Sunshine Coast and works with businesses across Australia.
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