Google on Disavow: "Don't Use It"

Whether you are a webmaster with multiple sites under your management or you just manage your won as a hobby, there comes a time when you can no longer put off managing your links. The time for a link audit approaches. And normally, it isn't fun. But there are tools that can at least make the process a little less irritating. And that is why Google's Disavow tool was created. Just like its name implies, the Disavow tool tells search engines links to your site that you would rather have them ignore, whatever your reason may be.

But, does Google Disavow's work? Not so fast, it turns out that there is more to using Disavow than just targeting a link for removal, even if the link is coming from a truly terrible site.

 

Google Disavow: Congrats! You're an Ambassador

So, you have noticed that there are quite a few questionable sites linked to your site. And you want to deal with this now. After all, you do not want these sites associated with your good name. The answer should be simple; fire up Google Disavow and get to work. Wrong. Google Disavow is not a “cure all” for unsavory sites linked up to your site. And Google does not want you tearing down their empire. 

Google actually expects you to contact the sites webmasters and ask that the links to your site be removed. One attempt will not do. And Google is serious about this. Matt Cutts, Google's spam master, explains your new role as an ambassador in an introductory video. After all, just because you own a site, worked hard to keep it perform and be respectable, that doesn't mean you should just cut off the the offensive sites. You read that correctly. Google really does not want you disavowing any links. So why even create the tool to begin with?

DIY vs. Professional Link Audit

Google also suggests if you are not the "Do it Yourself" type, then maybe before you start uploading links for Google to "disavow" from your site, you should have a professional link audit conducted. After all, Google says that "most sites shouldn't use this tool" and to "Be careful. Don't use this tool unless you are sure you need to use it.", in one of their slides on the presentation of Disavow. So if most sites really shouldn't be using this tool and Google is discouraging you from using it, we are back to our main question, "Why bother making this?".

The Decision

Google Disavow is a tool that seems like it was created for the pro's and announced through clenched teeth. Since the web is supposed to be the ultimate medium for free expression, Google begrudgingly creates and releases something like Disavow in order to curb bad P.R. generated by Google's own heavy hand when it comes to link association. But, the good news is, that anyone really can use it. And anyone really does have the hope that unsavory site links will be "disavowed" from yours. And while they try to discourage anyone from using it, the tool itself is quite simple. Upload url's in a text file (one url per line) to Google, and they will try to break the association. The little guy can win, even though Google does not want them to succeed.