July 2021: Google’s link spam update and the rules on paid links

Covers July 2021. Part of our search timeline: a month-by-month look at the changes that shaped SEO, AI search, paid ads and social media, written in November 2026 for local businesses with the benefit of hindsight.

This post is one entry in our timeline series, where we go back through search, AI, advertising and social changes one month at a time to explain what they mean for local firms. We wrote it in November 2026, so we already know how things turned out. Below we cover what July 2021 meant for local trades and service firms.

What did Google change in July 2021?

Google said its systems would get better at spotting link spam, in many languages, and at stripping it of any value. It also warned that sites which did not label paid or sponsored links correctly could face action. A core update finished rolling out in the same month.

What it meant for local trades

Firms that had paid for links or leaned on low-grade guest posting saw those links stop counting. A builder who paid for a bundle of links on unrelated blogs, for instance, got little or nothing from them afterwards.

The dependable ways to build authority became genuine local press coverage, useful original information and real partnerships, such as with suppliers, trade bodies or community groups.

Safe link building today

• Add rel=”sponsored” to any link you paid for, including sponsored and affiliate links.
• Use rel=”ugc” for links that users add themselves, such as in comments or forums.
• Aim for mentions from relevant, respected sources: local news sites, trade associations and supplier pages.
• Create things worth linking to, such as cost guides, useful local information or expert how-to articles.

Frequently asked questions

Do guest posts harm my SEO?

Not in themselves. If a guest post is written mainly to get a link, though, that link should be marked as sponsored or nofollow.

Do I need to disavow old spammy links?

Usually not, unless Google has given you a manual action or you know someone deliberately built manipulative links to your site. Google ignores most spammy links on its own.

Sources and further reading

• Google Search Central: qualifying links and the link spam update

Want help with this? We build safe, local links for trades through our local SEO service. Get in touch.