Google uses links to your site as a metric to gauge how influential, relevant, and authoritative your site is. Some marketers take advantage of this fact and place backlinks strictly to manipulate search results. When this is successful, it can place low quality or irrelevant pages in Google’s search results, and this makes their search engine look bad. For this reason, Google will sometimes penalize sites if they believe the links pointing to them have been created just to manipulate search results.
While cleaning up the unnatural links is an important part of the process, it is more important to demonstrate to Google that your business model doesn’t rely on manipulating search results. Our advanced marketing and link building strategies are designed to be profitable even in the absence of search engine rankings, and we have helped many clients escape penalties using this approach.