In July 2021, Google reminded site owners how to handle commercial links and rolled out a link spam update. The message was straightforward: paid, sponsored and affiliate links need to be qualified properly, and manipulative linking tactics remain risky.

For SMBs, link building has always been tempting because rankings can feel slow. But the safest long-term links usually come from real business activity: partnerships, press mentions, local organizations, testimonials, sponsorships, useful resources and community involvement. Shortcuts may create temporary movement, but they can also create cleanup work later.

Links should reflect real trust

Google’s link spam messaging was not saying links no longer matter. It was saying artificial signals are less dependable. For a small business, the better question is not “how do we get more links fast?” It is “why would a credible site want to mention us?”

Burns puts it simply: “The best link strategy for most SMBs starts offline. Do something worth referencing, document it well, and make it easy for partners, customers and local organizations to point people back to you.”

What SMBs should have reviewed

• Sponsored links: Use proper attributes when a link is paid or part of a sponsorship.
• Affiliate content: Make recommendations useful and transparent.
• Old SEO vendors: Audit suspicious link work from past campaigns.
• Local authority: Build links through real community and business relationships.

Brand Fuel Digital’s View

The July link spam update reinforced an old truth: trust is hard to fake for long. SMBs should focus on earning mentions through useful work, local involvement and strong content rather than chasing link schemes that may not age well.

Sources: Google Search Central on link tagging and link spam and Google Search Status Dashboard ranking update history.