Google has used the PubCon conference in Las Vegas to release a "Disavow Links" tool, allowing webmasters dump links into their site that are hurting search rankings.
"Most people should not need to use this," said Matt Cutts, head of webspam at Google. "We build our algorithms such that in most cases we handle things just fine. It's also an advanced tool, so be careful."
The new tool is designed for websites that have already been warned by Google that they have "unnatural" links pointing to their site, typically content farms for SEO gamers. These have most likely come from people either deliberately or accidentally hiring bad SEO firms that try and game the Chocolate Factory's search ranking systems.