Artificial, bad, or manipulative links are called spam links. Google asserts that both internal and external links should always be natural and organic. Therefore, artificial link-building methods that are used only to achieve higher rankings should be avoided. Otherwise, creating such artificial links may end up even in Google penalizing the respective website. The source of spam links may also be the negative SEO campaigns some competitors may engage in. Webmasters, who need to be careful in this regard, should identify spammy links and prepare a disavow file, and disavow the relevant links by means of Google Search Console.
