Concerned about quality of backlinks - should I take action?

[McTaggart]

I regularly work on websites to which previous SEOs have built questionable backlinks.

This morning I've just been analysing some backlinks - found 40 odd were coming from 20 odd websites which all had the same gentleman as personal registrant, who happens to be the boss of an SEO company.

The SEO company name is mentioned in registrant details too, and often on the websites in question (including weblinks from some of these 20 odd websites to the SEO company). I did note the IP addresses / hosting for these websites did vary though, as did the postal address of the individual in question, perhaps throwing Google off the scent a bit.

I should add that these websites are virtually all tourism related/themed, with up to a few dozen backlinks per page - usually articles. It's very clear they are backlinking to keyphrases.

Now, this kinda thing<a></a> sets the alarm bells ringing. Firstly, this looks like an infringement of Google Webmaster Guidelines. Secondly, it doesn't sound like a White Hat technique for building links! Am I correct?

I guess it might be denied they are partner pages due to the quality of content, perhaps, which isn't as spammy as it might've been. However, I suggest these are at least paid links because there is no other clear way of getting content on these pages, as far as I can see.<a></a><a></a>

Should I demand these backlinks are taken down? What level of risk is posed do you think? I don't want this website to suffer a Google penalty at some point, particularly not after I've started work on it.

Thanks and I look forward to hearing from you.

[McTaggart]

Thanks for reply John - appreciated. Pretty infuriating isn't it, huh. To be honest, I think the SEO industry needs a minimum standard, a code of conduct that's policed in some way. There really is so much awful stuff being carried out in the name of SEO. From what I've seen, the SEO agencies I've come across do it (1) Because it's easy (2) Because they can show their clients quick results.

[McTaggart]

Thanks Robert - moving on with a positive focus is good advice. That said, I really have little idea how dangerous the kind of linkbuilding I've described really is. What level of risk my client has been exposed to. Hope Google doesn't hit them on those backlinks, that's for sure.

[JohnParker2792]

I have the same situation going on with one of my clients. Except their competition is doing the same exact thing to a larger extent and is ranking well for all the keywords which they have tried for. I just moved on and started to build high quantity back links. I don't understand why these SEO companies feel the need to do this kind of spammy link building. I have had the fear that there will be an Google update targeted towards spammy linking.... Meanwhile all we can do is do what Robert said and ask them to remove the links.

[RobertFisher]

Luke,

You could send out demands for removal, etc. but I doubt they would get too far. I think the easier thing to do would be to move forward from where you are. First, most are not going to remove them and second, there are likely better places to spend your time (more SEO valuable). If you want to cover your client's butt in the event of a Google interdiction, send out some emails requesting the links be taken down, keep copies, and start building new links. At least you will have something to show them if there is a problem.

I have often run into this with clients and at first panicked. Today, I just move forward. Focus on the bigger issues:

Does the site have good content or is it spammy?

Is the SEO on page/site, etc. solid?

Are they targeting the right keywords?

Did I mention Content?

Are there ads everywhere?

Do you need a freshen up campaign? etc. etc. etc.

I think if you focus on those things and, if still nervous, send out the emails, you will likely be fine. If all else is solid and the site is quality, go get them some good links as I don't think Google is going to kill you over the links alone.

Best of luck.