Google had been making a lot of changes recently to search results with the Panda, penguin and now the Google EMD Update. A lot of websites where penalized for poor quality content and link spamming, now Google has released the Google Disavow Links Tool to let you clean up your low quality back links and have Google not count these links at all.
However you must only use the new Google Disavow Links Tool as a final resort, see Matt Cutts explain more in the video below. If you cant get your poor quality back links removed from the website owners, then and only then should you use the Disavow links tool.
The large majority of websites wont have to use this new tool according to Google’s Jonathan Simon. However if you are having trouble removing these links, to give you an example you may have paid some SEO company to build links for you use sneaky methods, then the Google Disavow Links Tool is for you.
It’s also worth noticing that Jonathan states that any link that you do Disavow will be seen as “a strong suggestion rather than a directive — Google reserves the right to trust our own judgment for corner cases.”
Inbound links are perhaps the best known thing that Google uses to calculate Page Rank and order search results. Whilst your Pagerank is just one of many things Google uses to determine what rankings will be given to your website, it goes without saying that the better quality the inbound link, the higher your websites rankings will be.
There’s a flip side to inbound links though. If you are getting back links from the wrong kind of websites it can and will hurt your page rank. If you are using underhand tactics to build links ie paying for them or using spammy article submissions and link swapping schemes the Google will find them and will punish your website in the rankings.
To learn more on how the new Google Disavow links tool works watch the video below where Matt Cutts explains it in more detail. Once youve watch the video be sure to check out the Google Webmaster Tool blog for more info and advice.