To Disavow or Not to Disavow | Toxic links in SEO

At Central Coast SEO, I’ve worked with countless small businesses to clean up their online presence—and one of the most persistent concerns I hear revolves around toxic backlinks. While the SEO industry has evolved significantly over the years, the spectre of bad backlinks still causes confusion. In 2025, the disavow debate continues, but it’s time to clarify exactly when, why, and how small business owners should take action.

We’re long past the days when every spammy link required immediate panic. Google’s algorithm has grown smarter, now capable of ignoring many low-quality backlinks without requiring input from site owners. That said, toxic links haven’t disappeared—and neither has the potential for harm if they’re ignored altogether.

Understanding the Role of Google’s Algorithm

Google’s official guidance as of 2025 is that most sites do not need to disavow links. The search engine now filters out spammy backlinks using its own internal systems, reducing the manual burden on webmasters. But from my perspective managing SEO campaigns for small local businesses, this doesn’t mean the disavow tool is irrelevant.

If your business has previously worked with a less-than-reputable SEO provider, or if your site has been targeted by a negative SEO attack, you might still carry a toxic link profile. Google’s systems aren’t flawless. That’s why we still audit backlinks regularly and investigate anything suspicious before making the call to disavow.

When Disavowal Is Still Relevant

Disavowing links is no longer a catch-all remedy, but there are clear circumstances when it’s appropriate. For instance, if you’ve received a manual penalty from Google for unnatural links, disavowal isn’t optional—it’s essential. You’ll need to isolate harmful domains and submit them via the disavow tool in Google Search Console as part of your recovery.

Even without a penalty, you may want to consider disavowing links if your profile is filled with junk from shady directories, adult sites, or foreign-language domains that have no relevance to your business. If these links arrive in large volumes or continue to grow unchecked, they may be dragging your authority down or opening you up to future algorithmic problems.

What We Recommend at SEO North Sydney

Our rule of thumb is not to panic. We take a methodical, evidence-based approach to backlink management. We regularly use tools like Ahrefs, SEMrush, and Majestic to scan our clients’ backlink profiles. When we spot red flags—like a sudden spike in links from spammy domains—we dig deeper.

We don’t automatically disavow every suspect link. Instead, we investigate the domain, consider its context, and look at how Google is currently treating it. Only if we confirm harm or risk do we proceed with a disavowal. And even then, we always try to reach out for removal before resorting to the tool.

Focus on Earning Trustworthy Links

It’s worth repeating: disavowing is not a growth strategy—it’s damage control. Your energy as a business owner is better spent building authority through high-quality, relevant backlinks. Think local business directories, community sponsorships, industry blogs, and partnerships that make sense within your niche.

When your backlink profile is dominated by natural, valuable links, the occasional toxic outlier matters less. Google sees the broader pattern, and that’s what drives your ranking. This is where our focus lies at SEO North Sydney—ensuring small businesses build strong, sustainable SEO foundations.

Should You Be Worried?

If you haven’t received any warning from Google and you’re not engaging in manipulative link-building, chances are you’re fine. But ignorance isn’t bliss in the world of SEO. You still need to monitor your backlink health, just like you’d check for viruses on your computer.

Even in 2025, I advise every small business to schedule regular backlink reviews. That doesn’t mean obsessing over every new link, but it does mean staying informed and acting only when the data supports it.

A Balanced Approach

The disavow tool isn’t dead—it’s just no longer the go-to solution it once was. In most cases, it’s a tool of last resort, best used when there’s tangible risk. As a small business owner, your priority should be building legitimacy, trust, and domain authority—not getting caught up in SEO myths.

At Central Coast SEO, we help local businesses take a rational, cost-effective approach to link management. Disavow if you must—but only after careful consideration. If you’re unsure whether a toxic link is hurting your business, we’re here to help.