What is a PBN?
A private blog network (PBN) is a network of websites created solely to link out to another website and improve its organic search visibility. The idea is that the “feeder” sites will pass link equity back to the main site, boosting its authority and, thus, its ranking power.
Using PBNs is seen as an attempt to manipulate the algorithm. As such, Google classes this action as a link scheme that violates its webmaster guidelines, making it a black-hat SEO tactic.
How Do PBNs Work?
PBNs make it seem as though a website has “earned” links from other websites on merit. This is why backlinks are a Google ranking factor in the first place: Every link back to your site is a vote of confidence, showing Google that people like and trust your content.
By linking to your “money” site from the other websites in your PBN, you’re manufacturing those votes of confidence artificially in the hope that Google thinks they’re genuine and ranks you higher as a result.
Google does its best to fight unnatural links by constantly improving its algorithms. However, black-hat communities show evidence that PBNs still work for many websites.
Why Do People Use PBNs?
Building PBNs is risky, costly, and time-consuming, but there are two main reasons people still use this link-building tactic:
1. Link Building is Hard
Earning backlinks organically using white-hat tactics like blogger outreach is ideal, but these tactics don’t always yield results. Despite creating great content, you still have to rely on other website owners linking back to it, which is never guaranteed.
2. Manipulating Anchor Texts
PBNs allow you to control the anchor texts of your backlinks. Anchor texts help Google understand the context of the linked page, aiding in ranking the right pages for the right keywords.
What Are the Risks of Using PBNs?
Using PBNs violates Google’s Webmaster Guidelines, which means doing so comes with significant risks:
1. PBN Links Can Be Ignored
If Google realizes your links are from PBNs, the algorithm will discount them completely. Consequently, they won’t impact your rankings—positively or negatively.
2. PBN Links Can Trigger a Penalty
Google may issue a manual penalty or suddenly ignore your PBN links. Manual penalties are issued by human reviewers at Google, leading to demotion or deindexing of your site. The only way to reverse it is by fixing your backlink profile, submitting a reconsideration request, and hoping for a second chance.
Best Practices Surrounding PBNs
1. Do Your Due Diligence
If you plan on working with a link-building agency, vet it carefully. Some agencies may sell PBN links disguised as “real” links built through white-hat methods. Ask for samples of links built for other clients and check them out.
2. Disavow PBN Links
If you suspect some links pointing to your domain are from PBNs, use the disavow tool to tell Google to ignore them. Use this tool with extreme caution as improper use can harm your organic ranking positions.
3. Do Link Outreach Instead
Link outreach involves creating useful, linkable content, finding sites that may want to link to the content, and then pitching to those sites. It's hard work, but it's the safest way to build high-quality, white-hat backlinks.
FAQs
Are PBNs Safe?
PBNs aren’t safe as using them violates Google’s Webmaster Guidelines, making it risky for your site’s SEO.
How Do I Know if I Have Links from PBNs?
You can use a backlink analysis tool like Ranktracker’s Site Explorer to view your backlink profile. Look out for unnatural links that:
- Are unnaturally placed
- Have exact-match anchor texts
- Come from low-quality websites with little to no organic traffic
If you see links with these attributes, they are likely from a PBN.
Conclusion
Private Blog Networks (PBNs) are a black-hat SEO tactic that can bring significant risks to your website. While they may offer short-term gains, the long-term consequences often outweigh the benefits. It is best to focus on building high-quality, natural backlinks through ethical and sustainable SEO practices.
