If you want your website to rank high and generate traffic, it’s probably so that you can make money off it somehow. You might sell products or services directly, or you might just feature popular content and make money off the ads or through some affiliate commissions. You might not even make money directly off the site, but instead just generate subscriber lists or somehow otherwise ‘hook’ prospects you can reel in.
For your site to have a lot of good traffic, you have to do search engine optimization. There are many parts to that, from technical aspects of the site and content creation to the actual conversion aspect of the site, but generating backlinks still, matters. Useful links make your website look reputable and authoritative to Google, and you rank higher. Still, it’s possible to wind up with bad backlinks, and those are ones you need to disavow.
Bad backlinks are any links that violate Google’s ethical or best practice guidelines, which they publish for webmasters to follow. If Google detects these links, rather than promote your site, you might get penalized. Your site will go down the rankings instead of up, and possibly even not listed as a search result.
Disavowing those links lets you avoid or correct those penalties, regardless of how such links happened. In some cases, your current SEO provider only messed up and created some links they should not have. More likely than not, you previously used an SEO provider you didn’t know was black hat or sleazy, and their spam links are still out there. In some cases, it’s a competitor website trying to turn Google’s guns on you so they can pass, and sometimes, you just inherit or buy a domain name or URL that had bad links already.
No matter what the case may be, when you find backlinks, make sure to disavow them with any and all appropriate search engines.