There comes a time in the life of every website, young or old, that they must become aware of and deal with their backlink profile. The older a site is, and the longer it has gone without this treatment, the more risk there is involved with letting it be.
Backlinks, particularly negative backlinks, are like barnacles on a ship. They build up over time, and unless they are removed, they can cause harm to the site in question. A single backlink alone is unlikely to do much, but years worth of them accumulated can have a deep detrimental effect.
You can also think about bad backlinks as a weight holding you back. Even if your site is popular and doing well, the boost you receive by lightening that load could be surprising. SO when should you perform such an audit and cleanse your links?
When Your Google Ranking Drops Unexpectedly
If you’ve noticed your Google ranking dropping overnight, the first thing you might want to do is run a search for any recent algorithm updates. If you see the date coinciding with a rollout of Penguin, you have cause to be concerned.
Unfortunately, by the time you’ve been hit by Penguin, it’s too late to prevent the damage. The best you can do is work to r…