Off-page optimisation • Risk & compliance for link building
Avoiding Black-Hat Link Building in UK Education: Risk, Compliance & Safer Alternatives
Published by SEO for Schools • Author: Paul Delaney
Links help search engines discover which pages communities trust. Black-hat link tactics try to fake that trust—buying links, participating in private blog networks (PBNs), mass directory blasts, or disguising adverts as citations. For schools and multi-academy trusts (MATs), the risks include manual actions, traffic loss during admissions season, and reputational harm. This guide shows school leaders and marketers how to spot risky tactics quickly, replace them with ethical alternatives, and create a governance line that protects your brand.
Baseline: what Google & UK regulators require
Google link policies
Buying or selling links that pass ranking value, excessive link exchange, large-scale article campaigns or PBNs are violations. Sponsored placements must use rel="sponsored"; forum/comment links should use rel="ugc". Editorial links earned on merit are fine.
References: Google — Link spam policies • Qualify outbound links.
Advertising & disclosure (UK)
Promotional content must be clearly identifiable as advertising and truthful. If a link exists because of payment/sponsorship, it must be disclosed and technically qualified.
ASA/CAP — UK Advertising Codes.
Safeguarding & privacy
Use consent-checked images and compliant analytics/advertising cookies. Outreach lists and press assets must respect UK GDPR.
ICO — UK GDPR overview • DfE — KCSIE.
Red-flag tactics to avoid (with safer swaps)
| Risky tactic | Why it’s a problem | Typical signs | Safer alternative |
|---|---|---|---|
| Paid links / “guest posts” at scale | Violates Google link policies; often low-quality sites, templated content | Identical outreach, price lists, thin articles with exact-match anchors | Editorial stories via local media; partner acknowledgements marked rel="sponsored"; council citations of your admissions guide |
| PBNs (private blog networks) | Artificial networks; footprint patterns; high penalty risk | Multiple sites on same IP/owner, recycled themes, generic lifestyle topics | Links from real organisations (PTA, clubs, charities, colleges) |
| Mass directory submissions | Little to no value; creates spam footprint | Lists of 200+ directories, many overseas or irrelevant to education/UK | Authoritative local/sector listings (council, careers hubs, chambers) |
| Article syndication / press release dumps | Duplicate content; links often nofollow or low trust | Same release on dozens of sites; junk “newswire” placements | Publish on your site first; pitch one clear story to a named reporter |
| Scholarship link bait | Irrelevant to UK state schools; pattern flagged across EDU sites | Unrelated “scholarships” pages aiming for .ac.uk links | Destinations data, STEM events and careers partnerships |
| Comment/forum spam | Unnatural; usually removed; harms reputation | “Great post! Visit [link]” scatter-gun posting | Useful answers in official Q&A (GBP) pointing to your hub when relevant |
| Undisclosed advertorials | Breaches ASA/CAP disclosure; must use rel="sponsored" | “Feature” pages with price list, no sponsor label | Transparent sponsorships with correct rel; pursue editorial coverage separately |
| Automated link building tools | Scale without quality; anchors and sources look artificial | Sudden spikes of low-authority domains, identical anchors | Quarterly campaigns built around helpful hub content and partners |
References: Google — Link spam policies.
Due diligence for agencies & vendors
Questions to ask
- Can you disclose all planned domains and how links will be earned?
- Will sponsored/advertorial links be marked
rel="sponsored"? - What % will be council, education, charity, press vs blogs?
- How do you avoid link schemes and PBNs?
- How will you measure outcomes beyond “link count” (e.g., GSC, enquiries)?
Red flags
- “DA XX guaranteed”, “packages”, “10 links/week”.
- Refusal to name publishers in advance.
- Identical guest posts, stock photos, exact-match anchors.
- Pressure to add keyword-stuffed anchors to your pages.
Triage: if you suspect risky links
Immediate checks
- Google Search Console → Links: export “Top linking sites” and “Top linked pages”.
- Look for spikes from unrelated blogs or foreign domains.
- Open samples: is your brand in a sensible paragraph, or on a generic page with many outbound links?
GSC Performance & Links: support.google.com/webmasters/answer/9197814.
Containment
- Stop current vendor campaigns; request domain lists used to date.
- Ask publishers to remove the worst links (PBNs, obvious paid placements).
- Document everything (dates, domains, actions) for SLT and governors.
Disavow: when, why and how (last resort)
Disavow tells Google to ignore specific domains/URLs for ranking. It is a last resort for links you cannot remove and that you believe may harm your site.
- Attempt removal: email publishers for takedown or
rel="sponsored"qualification. - Compile a
disavow.txtwith onedomain:per line (avoid over-use). - Submit via Search Console’s disavow tool for your property.
Reference: Google — Disavow links to your site • Manual actions.
Ethical alternatives that earn links
Publish value
- Admissions & transitions (localised, plain English, printable).
- SEND support pathways with council/NHS signposts.
- Facilities for hire; community programmes.
These attract council, partner and media citations.
Social → partner amplification
- Share your hub; tag council, feeder schools, clubs, charities.
- Provide logos, blurbs and a canonical URL.
Local PR
- Human stories + data; consent-checked media assets.
- Short pitch to a named reporter; link to your source page.
Monitoring & governance (MAT-ready)
| Control | Policy | Owner | Cadence |
|---|---|---|---|
| Vendor governance | No link guarantees; pre-approval of domains; correct rel values | SEO/Procurement | Per contract |
| Quarterly link audit | Export GSC, classify domains, remediate risks | SEO | Quarterly |
| Crisis protocol | Pause campaigns; SLT brief; removal & disavow workflow | SEO/Comms | On incident |
| Compliance | ASA/CAP disclosure; UK GDPR for outreach data | Comms/DPO | Ongoing |
Print-screen cards & templates
Black-Hat Red Flags (15)
Screenshot or print this card| 1. | “DA guaranteed” packages. |
| 2. | Refusal to name target sites. |
| 3. | Exact-match anchors in every link. |
| 4. | Lists of 100+ directories. |
| 5. | Press release “syndication” promises. |
| 6. | Network of generic blogs (PBN footprints). |
| 7. | Paid placements without sponsor labels. |
| 8. | Sudden spikes of low-quality domains. |
| 9. | “Scholarship” bait unrelated to your setting. |
| 10. | Automated comment/forum posting. |
| 11. | Hidden or cloaked links. |
| 12. | Pressure to alter your site’s anchors. |
| 13. | Only homepage links, never hubs. |
| 14. | No measurement beyond link count. |
| 15. | No safeguarding/privacy considerations. |
Vendor Due Diligence (One-Pager)
Screenshot or print this card| Scope | List tactics, domains, content sources; confirm no PBNs or paid links that pass PageRank. |
| Compliance | rel="sponsored" for sponsorships; rel="ugc" for forums; ASA/CAP disclosure. |
| Measurement | GSC “Top linking sites/pages”, branded CTR, enquiries—no DA promises. |
| Content | Publish on your site first; partner/editorial links reference your hub pages. |
| Safeguarding | Consent-checked images; privacy-safe data handling. |
| Exit | Right to approve/reject domains; removal support if risks found. |
Risk Triage → Remediation
Screenshot or print this card- Export GSC Links; tag suspicious domains.
- Sample 10 URLs → check context/anchors.
- Stop vendor work; request removal for worst offenders.
- Escalate to SLT with a short incident note.
- Prepare minimal
disavow.txtfor domains you can’t remove. - Monitor performance weekly for 8–12 weeks.
Removal Request (Template)
Screenshot or print this cardSubject: Link removal/qualification request – [School]Hi [Site Owner],We’ve noticed a link to our site on this page: [URL]Anchor: “[anchor]” → [your URL]As part of routine housekeeping, could you please:• Remove the link, or• Qualify it as a sponsorship: rel="sponsored"Thank you for your help,[Name], [Role], [School], [Contact]FAQs
What is “black-hat” link building?
Any tactic designed to manipulate rankings by faking third-party trust—buying links, PBNs, mass directory blasts, undisclosed advertorials or spam comments.
Are all paid placements banned?
No. Sponsorship acknowledgements and adverts are allowed if disclosed and technically marked with rel="sponsored". They should not be used to pass ranking value.
Can a MAT safely run link programmes across schools?
Yes—with governance: no link guarantees, domain pre-approval, quarterly GSC audits and correct rel usage. Focus on helpful hubs and community partnerships.
How fast can risky links hurt us?
Effects vary. Manual actions can be immediate; algorithmic devaluation may unfold gradually. Act quickly once issues are discovered.
Should we disavow every poor-quality link?
No. Use disavow sparingly for persistent, clearly manipulative domains you cannot remove. Most low-value links are simply ignored by Google.
What anchor text is safest for partners?
Plain English that matches the destination (e.g., “Admissions at [School]”, “Term dates 2025/26”). Avoid keyword stuffing.
We inherited risky links from a past supplier—what now?
Pause campaigns, audit via GSC, remove the worst links, then consider a minimal disavow file. Document actions and move to an ethical programme.
Are .gov.uk or .ac.uk links always safe?
They’re often trustworthy, but safety depends on context. Any link gained through manipulation is risky regardless of domain suffix.
Do social media links count?
Social links are typically nofollow/ugc. Their value is in discovery that leads to editorial links and stronger branded search behaviour.
How do we prove ROI without link counts?
Use Search Console (new linking sites, branded CTR), analytics (UTM sessions to Admissions/Contact), and outcomes (RSVPs, enquiries, calls).
Need practical SEO support?
Speak With Paul Delaney
Paul Delaney helps schools turn complex SEO into simple, effective actions. As a guest writer for SEO for Schools, Paul shares step-by-step playbooks and evidence-based guidance that busy teams can apply immediately. With three decades’ experience working with UK and international institutions, he understands the challenges school teams face and is well positioned to offer support and guidance.
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