Google’s war on bad links officially became insane today. For months, Google’s sending out warnings about bad links and telling publishers they should act on those, lest they get penalized. Today, Google said the latest round of warnings sent out this week can be safely ignored. That’s not “more transparency” as Google posted. That’s more confusion.

It’s easiest to do the history first, to better understand the confusion caused by today’s post.

Toward the end of March and in early April, Google began sending out warnings about “artificial” or “unnatural” links, such like this one:

Dear site owner or webmaster of….

We’ve detected that some of your site’s pages may be using techniques that are outside Google’s Webmaster Guidelines.

Specifically, look for possibly artificial or unnatural links pointing to your site that could be intended to manipulate PageRank. Examples of unnatural linking could include buying links to pass PageRank or participating in link schemes.

We encourage you to make changes to your site so that it meets our quality guidelines. Once you’ve made these changes, please submit your site for reconsideration in Google’s search results.

If you find unnatural links to your site that you are unable to control or remove, please provide the details in your reconsideration request.

If you have any questions about how to resolve this issue, please see our Webmaster Help Forum for support.

Sincerely, Google Search Quality Team

There was some confusion about whether these messages meant that a site was actually penalized for having these links pointing at them or whether Google was just informing the sites but not really taking any negative action. Google’s response on this wasn’t clear:

Google has been able to trace and take action on many types of link networks; we recently decided to make that action more visible.

In the past, some links might have been silently distrusted or might not have carried as much weight. More recently, we’ve been surfacing the fact that those links aren’t helping to improve ranking or indexing.