Perhaps you’ve heard of something called a manual penalty from Google. You will find this notice in your site’s Google Webmaster Tools if you have signed up for WT for your site. (If you haven’t signed up, give us a call and we will walk you through the signup process.) Somewhere in the thousands of lines of code that Google’s algorithm entails is a string that can detect unnatural links. These might be spammy links that you might have bought from a lesser SEO, or something you might have seen online and thought you would like to try.
The problem with these cheap, automated services is that they leave something called a footprint, which is a pattern that is detectable by algorithms. When the flag goes up that there is something fishy with your site, a real person goes through your links to determine if there is a pattern that is unnatural. Hundreds of humans doing things one at a time don’t have a pattern. They use words in different ways. They use different key terms. Their spelling isn’t perfect.
Automated services will use the same keyword terms over and over again in the same ways and that is something that Google will eventually find and penalize. When that happens, you will either need to reverse the offending links by hand, disavow those links, or start over with a new site.