Disavow Tool

The Disavow Tool is an instrument provided by Google that allows webmasters to declare certain links to their website invalid. Originally introduced in response to the Penguin update, it was meant to help website operators distance themselves from harmful Backlinks that point to their site, especially if these were bought by the webmasters themselves or their SEOs. However, Google advises using this tool only in certain cases, for example after a manual spam action due to unnatural links. John Mueller of Google has confirmed that link disavowal can take months to take effect in the Google algorithm (Source).

Mueller has also criticized SEO-companies that offer negative SEO services and link disavow services outside the intended purpose of the tool, as they profit from the customers' ignorance(Source). He emphasizes that many of these practices are irrelevant and that the agencies offering or advising against such services are often making things up (Source).

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