What is a PBN in SEO?
Introduction
In the realm of search engine optimization (SEO), understanding the concept of a Private Blog Network (PBN) is crucial. A PBN is essentially a network of websites crafted with the sole purpose of providing backlinks to another website, thereby enhancing its visibility in organic search results. The underlying idea is that these “feeder” sites pass on their link equity to the primary site, subsequently elevating its authority and, consequently, its ranking prowess.
Table of Contents
Unpacking the Mechanism of PBNs
PBNs operate by creating the illusion that a website has garnered links from other sites based on its merit. This notion aligns with the core principles of Google’s ranking algorithm, which places significant importance on backlinks. Each backlink directed to your site serves as a vote of confidence, signaling to Google that users appreciate and trust your content.
How do PBNs work?
By strategically interlinking your “money” site with other websites within your PBN, you essentially fabricate these votes of confidence in a bid to convince Google that they are genuine endorsements, thereby securing a higher ranking.
Google’s Efforts Against Unnatural Links
Google, however, remains steadfast in its commitment to combating unnatural links by continuously refining its algorithms. Nevertheless, the black-hat SEO community presents substantial evidence that PBNs continue to yield favorable results for numerous websites.
Maintaining Secrecy
Hence, the architects behind PBNs go to great lengths to conceal any potential “footprints” that could connect the dots between the sites in their network and their primary money site. This deliberate obscurity aims to evade Google’s scrutiny and maintain the covert nature of the operation.
The Motivation Behind PBN Usage
Given the inherent risks, costs, and time investments associated with establishing PBNs, one might wonder why they remain a preferred choice for some in the SEO sphere. Two primary reasons underpin the continued utilization of this link-building tactic:
1. The Challenges of Link Building
In an ideal scenario, everyone would acquire backlinks organically through white-hat strategies such as blogger outreach. Unfortunately, reality often falls short of these ideals. Despite creating exceptional, shareable content, securing backlinks still hinges on other website owners voluntarily linking to it. This reliance on external factors means results are far from guaranteed. Even after days of meticulously crafting outreach campaigns and sending a barrage of emails, obtaining new backlinks may prove elusive.
2. Manipulating Anchor Texts
Another compelling factor driving the use of PBNs is the ability to exert control over anchor texts within backlinks. Anchor texts play a pivotal role in conveying the context of the linked page to Google, allowing the search engine to rank pages appropriately for relevant keywords. For instance, imagine the goal is to rank a website for the keyword “best protein powder.” In such a scenario, precise anchor text becomes paramount. SEO professionals often seek backlinks with keyword-rich anchor texts, as these can significantly impact rankings.
Unlike outreach-based links, where the discretion lies with the site owner regarding anchor text, PBNs afford the luxury of controlling anchor texts, making them a desirable option for those pursuing keyword-specific ranking goals.
As we delve deeper into the realm of PBNs and their implications for SEO, it becomes evident that these networks, while controversial and risky, still hold allure for certain digital marketing experts seeking an edge in the complex world of search engine optimization.
What are the Risks of Using PBNs?
Using PBNs violates Google’s Webmaster Guidelines, which means doing so comes with some significant risks.
PBN Links Can Be Ignored
Google tries to ignore links that it suspects are unnatural. If it realizes your links are PBN links, the algorithm will discount them completely. Consequently, they won’t impact your rankings—positively or negatively.
That may not sound particularly bad. But remember that building PBNs is time-consuming and costly. If Google ignores them, all the time, money, and effort you put into them will be wasted.
PBN Links Can Trigger a Penalty
While Google usually ignores unnatural links, it’s not above taking things one step further. Sometimes, Google will mete out punishments to websites that it believes are deliberately manipulating rankings.
It can do this in two ways:
- By issuing a manual penalty
- By suddenly ignoring your PBN links
Manual penalties are issued by real human reviewers at Google. If you get one, you’ll receive a warning message in Google Search Console about “unnatural links to your site.”
As a result, your whole site or part of it will be demoted in Google—or possibly even deindexed entirely. The only way to reverse it will be to fix your backlink profile, submit a reconsideration request, and hope Google gives you a second chance.
Besides, Google’s algorithms are getting smarter. It’s likely that one day, you may suddenly lose the unfair advantage you get with PBNs.
Best Practices Surrounding PBNs
The overarching best practice for PBNs—and our recommendation—is not to use them at all. Doing so is extremely risky and, arguably, unethical. And it can also be costly.
Plus, if you don’t know what you’re doing—i.e., you’re not taking drastic measures to hide your “footprints” correctly so that Google doesn’t catch on—your rankings probably won’t improve anyway.
With that in mind, here are some other best practices that you should be aware of:
1. Do Your Due Diligence
If you plan on working with a link-building agency, make sure to vet it carefully. Some will try to sell you PBN links and pass them off as “real” links built through white-hat methods.
The best way to avoid falling for this is to ask the agency for samples of links it’s built for other clients upfront, then check them out for yourself.
You can usually tell if a site the link is placed on is a PBN. Such a site will get little or no organic traffic, have unnaturally placed links with exact-match anchor texts, and generally not look like the kind of site you’d ever visit or read as a user.
You can check a site’s estimated organic traffic in Ahrefs’ Site Explorer:
You should also apply due diligence when buying a website. Sellers should disclose the fact that they’re using a PBN in their site listing, but they don’t always do so.
Fortunately, you can check the website’s Referring domains report in Site Explorer. In it, you can sort the results by “organic traffic” in ascending order.
Very low organic traffic of the referring domain can indicate the website was only created to link out to other websites.
You can also check the referring IPs in Ahrefs’ Site Explorer and look for websites that share the same IP address or belong to the same subnet. Cheaper PBNs often use shared hosting.
Unfortunately, you won’t always be able to detect PBN links, as many PBN owners don’t allow Ahrefs to crawl their websites and index links on the sites.
2. Disavow PBN Links
If you suspect some of the links pointing to your domain come from PBNs, you can tell Google to ignore them using the disavow tool.
However, you should only use this with extreme caution, as doing so incorrectly can harm your organic ranking positions. We don’t recommend disavowing suspected PBN links unless:
- You have received an “unnatural link” manual action in Google Search Console.
- You know you have PBN links and want to futureproof your site against penalties and future algorithm updates—even if it means sacrificing traffic in the short term.
This last point is crucial. Even if you know your site has PBN links, disavowing the links could still lead to a drop in traffic.
This is because Google may not yet realize they’re PBN links, so these links may be helping you to rank. Hence, make sure you’re aware of this before you disavow anything.
3. Do Link Outreach Instead
Link outreach is a much safer alternative to building PBNs. It involves creating useful, linkable content; finding sites that may want to link to the content; and then pitching to the sites, requesting them to do so.
It’s hard work, but it’s pretty much the only way to build high-quality, white-hat backlinks to your site.
If you’re new to building links, check out the resources below:
How to Identify PBN Sites
Identifying PBN sites is a crucial skill for SEO professionals to protect their websites from potential risks and penalties. Here are key techniques and indicators to help you spot potential PBNs:
1. Analyzing Site Quality
Start by assessing the quality of the website. PBNs often lack the polish and user experience of legitimate websites. Look for:
- Low-quality design and layout.
- Spammy or irrelevant content.
- Lack of social engagement (few shares, comments, or likes).
Legitimate websites typically invest in a professional appearance and user-friendly experience.
2. Checking Link Patterns
PBNs tend to have certain link patterns that distinguish them:
- Exact-match anchor texts: Excessive use of exact-match anchor texts in backlinks can be a red flag.
- Irrelevant links: Links to unrelated or irrelevant content may indicate a PBN.
- Unnatural link velocity: Rapid, unnatural link growth is suspicious.
Compare the site’s backlink profile to established industry standards.
3. Examining Site History
Check the history of the website using tools like the Wayback Machine. Look for:
- Frequent changes in content and design.
- Sudden shifts in website topics or focus.
PBNs often undergo frequent transformations to maintain their secrecy.
4. Verifying Hosting Information
Examine hosting information to identify shared IP addresses or hosting providers commonly used by PBNs. Tools like Ahrefs and SEO hosting lookup services can help in this process.
5. Social Media Presence
PBNs typically lack a genuine social media presence. Check for:
- Missing or inactive social media profiles.
- Lack of engagement on social platforms.
Legitimate websites often maintain an active and authentic social media presence.
Remember that while these indicators can help identify potential PBNs, it’s essential to cross-reference multiple factors and exercise caution when making conclusions. False positives can occur, so additional research is often necessary.
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