Where the term comes from
Several SEO tools score each backlink for "toxicity" based on patterns like spammy anchors, link networks or low-quality domains. Those scores are each tool's own estimate. Google doesn't use them and doesn't use the word in its policies.
What Google says
Google's disavow documentation says most sites won't need the tool, and that you should only disavow if you have a considerable number of spammy, artificial or low-quality links and they have caused, or are likely to cause, a manual action. Its December 2022 link spam update said SpamBrain neutralises links from sites that buy or sell them. Random spam links from sites you've never heard of are usually already ignored.
When to act
- You have a manual action for unnatural links in Search Console.
- You, or an agency you hired, bought links or joined a link scheme.
- You find a large, clear pattern of PBN or paid links you can trace to past SEO work.
How to clean them up
Ask for removal first where you have a contact. For what's left, build a disavow file with the disavow file generator and upload it in Search Console. Don't disavow links just because a tool flagged them: disavowing good links can cost you. Going forward, earn links on merit and keep watching your profile; backlink monitoring covers what to check.
Example
A tool flags 40 links to margin.example from scraper sites Margin has never heard of. Google is almost certainly ignoring them, so Margin leaves them alone.
Putting it into practice
Where to use it: Disavow file generator and White-hat link building checklist. For the longer version, read why paid links are rarely worth the risk.