What is a PBN? Risks, Benefits, and Impact on SEO

PBNs promise quick link building — but at what cost? It’s worth understanding how private blog networks operate, why they are risky, and what to consider before using them in your SEO strategy. Private Blog Networks (PBNs) can seriously harm a site’s search rankings. These are networks of interconnected websites that use questionable methods to manipulate Google’s search results. That is why they have long been a focus of Google’s fight against spam and low-quality content. This article explains how PBNs function, why they are dangerous, and what steps to take if you discover such links pointing to your site. What is a PBN? A Private Blog Network is a group of websites created with a single goal: to pass link equity to a main resource, known as the “money site.” All these sites are controlled by one person or company, and their purpose is not to develop their own content but solely to manipulate search algorithms. On the surface, these sites may look like ordinary websites, but their structure is specifically designed to bypass the rules. It’s important to understand: not every network of sites is a PBN — the key difference is determined by intent and transparency. Main signs of a PBN A typical private blog network has three characteristic features: Hidden ownership. All sites belong to one person or organization. Ownership information is often masked using WHOIS privacy or anonymous registration services. Blog format. Most networks are built on simple platforms (WordPress, Blogger, Weebly), allowing quick content publication and link management. Inter-site linking. Network members deliberately link to each other and the “money site” to artificially pass link equity and boost the site in search results. Additional characteristic traits of PBNs Most such networks also share several other features: Use of expired domains. PBNs are often built on “drops” or purchased domains with existing backlink profiles. Google notes that if the new content does not match the domain’s topic, it may be treated as spam. Low-quality content. Usually, this is superficial, copied, or automatically generated text with no real value. Sometimes materials can even be absurd or misleading. Hidden identity. Sites are accessible to users and search bots, but the real owners are difficult to identify. Suspicious linking schemes. PBNs often link to each other and to authoritative resources, trying to appear “natural.” However, such links often lack contextual relevance and violate Google’s policies. Not all PBNs display all these traits — some operate on free blogging platforms or combine them with purchased domains. Occasionally, such sites may also engage in fraud or distribute malware, although this is less common. How Legal Site Networks Differ from PBNs It’s important to distinguish: not every network of websites is a PBN. If the sites openly disclose their ownership and are created for the benefit of users rather than to artificially boost a single “money site,” this is a legitimate structure. For example, Ford has a main website and a network of official dealer sites that link to the main resource and to each other. This structure helps users find the information they need and is not manipulative. The key factors are transparency and intent. If the connections between sites are obvious and serve the user, they are not considered a PBN. How PBNs Work The main purpose of private blog networks is to manipulate the flow of link equity. The principle is simple: each site in the network receives backlinks (some natural, some internal from the same network), and then these sites link to a single main target — the so-called “money site.” As a result, all SEO potential from the supporting sites (“nodes”) is funneled into one, boosting its search rankings without the need to earn links organically. Why PBNs Focus on “Link Equity” Link equity (or “link juice”) is a core SEO concept originating from the PageRank algorithm. It evaluated websites based on the quantity and quality of backlinks: the higher a page’s ranking, the more valuable it appeared to the search engine. Over time, SEO specialists realized how powerful link equity could be and started looking for ways to artificially accelerate the process. Link Manipulation: How It All Started To achieve quick results, various methods were used: Placing links in forums and blog comments Adding backlinks to widgets, templates, or site footers Mass submission of sites to directories, blogs, or link lists Purchasing old domains with good backlink profiles and putting “empty” or low-quality content on them Directly buying links Some of these techniques may have legitimate uses (e.g., directories or guest comments), but when employed solely for manipulation, Google considers them spam. Evolution of PBNs When Google started cracking down on individual link schemes, SEO specialists turned to more sophisticated solutions. This is how PBNs emerged. Instead of placing links across the internet, they built their own networks — full control, no “gatekeepers.” This allowed them to: Manage anchor text Control link velocity Scale the number of backlinks across different domains However, this also created detectable patterns, which Google eventually learned to identify. Why PBNs Are Still Used Like any “shortcut,” private blog networks are attractive because they promise immediate results. The owner has full control over: The placement of the link The anchor text The speed of link growth At first glance, this seems strategic. But in practice, control ≠ value. Google evaluates not just the presence of a link, but also the context, quality of the source, and its relevance. Even if you manage the entire process, the final authority lies with the search engine. The reality: Google determines the value of a link. If its algorithms detect manipulation, penalties (ranking drops or complete removal) nullify any benefits from a PBN. Common Myths About PBNs Despite the risks, many people still use private blog networks because they believe in certain misconceptions. One of them is control over links. Myth #1: PBNs provide full control over backlinks Many SEO specialists build PBNs precisely because of the ability to “control everything”: Choosing exactly where a link points Selecting the desired anchor text Controlling the speed of link growth (link velocity) At first glance, this sounds like a strategic advantage. But in practice, placing a link does not guarantee its value. Google evaluates the context, source quality, and relevance. Even if the network owner controls every step, the final decision rests with the search engine. Reality: Google determines how much “weight” a link carries. If the algorithm detects manipulation, the site can face penalties — from ranking drops to complete removal from search results. Myth #2: PBNs allow faster link building Indeed, a private blog network enables the rapid creation of backlinks. In the early stages, this might even slightly boost a new site in search rankings. But “speed” in link building does not always work in your favor. Google values consistent link acquisition over sudden spikes. Consider this: If a page suddenly gains many links and then the process stops, the search engine may assume the page has lost relevance If a page gradually accumulates natural links over time, Google perceives it as useful and valuable in the long term Another important factor is domain diversity. If a site keeps getting links from the same few sources, it looks suspicious. Reality: Google values consistency over speed. Sudden spikes followed by silence signal manipulation. Slow, natural link growth is what earns the search engine’s trust. Myth #3: PBNs are effective for low-competition keywords PBN proponents claim that even if they don’t work for high-competition queries, they are ideal for low-competition ones. Keyword difficulty depends on two factors: Search volume — how many people search for the term each month User intent — how much the query is action-oriented (e.g., purchase intent) Generally, the higher the demand and the more commercial the query, the harder it is to reach the top. Because of this, many sites start with low-competition “long-tail” keywords. There is a belief that PBNs work well here, helping gather traffic on simple terms and then boost the site for more competitive ones. Reality: Low-competition keywords are naturally easier to rank for. They are a good starting point for new sites, but a long-term strategy should cover different difficulty levels and user intents to attract traffic at all stages of the funnel. Myth #4: PBNs are necessary for affiliate programs and local SEO On “gray” SEO forums, there are still claims that promoting affiliate sites or local businesses is impossible without PBNs. This is especially true for affiliate marketing, often associated with aggressive and questionable SEO practices. In high-stakes niches (so-called YMYL — Your Money, Your Life), the temptation to use PBNs is even greater. These include: Supplements and health products Cryptocurrencies Financial, lifestyle, or self-development courses These niches are not inherently bad, but high stakes often attract those willing to take unethical steps for clicks and sales. For local SEO, the situation is different: small business owners usually want to promote themselves ethically but may hire an SEO specialist who recommends a PBN as a “quick fix” due to lack of knowledge or time. A common feature for both affiliate marketing and local business is high competition and limited resources. In such conditions, the promise of quick results via PBN seems appealing. Reality: True SEO value depends on the quality of effort and time invested. For both affiliate projects and local businesses, it is far more effective to invest in building a single high-quality website and employ long-term strategies. PBNs Violate Google’s Webmaster Guidelines Private blog networks (PBNs) go against Google’s core policies, particularly those related to link spam and content quality. As early as 2014, Google began issuing manual penalties against PBN owners, and detection systems have become much more sophisticated since then. Today, using a PBN clearly qualifies as search result manipulation. Common Link Spam Practices in PBNs Link exchanges: Almost all PBNs are built on excessive mutual linking, which Google classifies as spam. Automated linking: Using software to mass-create backlinks is strictly prohibited. Many PBNs use tools to place links to the “money site” across all network nodes. Hidden links: Links are often hidden from users but remain visible to search bots. Template and widget links: Using identical or similar templates where links are placed in footers or widgets pointing to a single site is a blatant policy violation. Manipulation of expired domains: Purchasing domains with a strong backlink profile and using them for irrelevant content or links. Google considers such sites untrustworthy. Spam Content Tactics in PBNs Doorway pages: Pages created solely to capture traffic and redirect it elsewhere. They contain minimal content. Low-value content: Text copied from other sites, unedited AI-generated content, or meaningless text. Hidden text: Using CSS to display words only to search engines, not users. Keyword stuffing: Excessive repetition of the same query and its variations, often used to pass link equity. Thin affiliate content: Product descriptions or reviews copied entirely from manufacturers or marketplaces without unique analysis. Some PBNs disguise this by stitching content from multiple sources. Key point: The issue is not the technique itself but the intent to manipulate rankings — which makes PBNs a direct violation of Google policies. How Google Detects PBNs Google does not have a tool to “directly flag PBNs.” However, it identifies link schemes, and networks often trigger multiple signals at once. Main “red flags” indicating a PBN: Shared IPs and hosting: If dozens of sites are on one IP and only link to each other, it’s a clear network indicator. Same with the same provider or subnet. Repeated tracking codes: Analytics, ads, and affiliate program IDs tied to the same accounts appearing across multiple sites. Identical RDAP/WHOIS data: Multiple domains registered to the same person or company is a clear signal. Even if anonymized, traces remain. Minimal traffic and engagement: PBNs typically aren’t built for real users; low visits and interaction are detectable through GA4, AdSense, or even search CTR. Manual reviews: Google employees regularly inspect sites for spam. Any user can also submit a complaint that triggers a manual check. Algorithmic updates: Google constantly updates its ranking algorithm. For example, in December 2022, the “Link Spam Update” relied heavily on the SpamBrain system. SpamBrain and the Link Graph SpamBrain is an AI system launched in 2018 to detect: Networks of spam sites Hacked pages Nonsensical or generated content Google also uses the link graph — a model of relationships between sites. It helps determine how closely connected resources are. If sites are too “glued together,” Google may reduce the weight of their links or exclude them entirely. Risks Associated with Private Blog Networks (PBNs) PBNs may seem like a harmless experiment, especially if you’re chasing fast results. But they carry serious risks that can wipe out months of legitimate SEO work. Wasted investmentThe inefficiency of PBNs is part of the risk. Why spend time, effort, and money on something that rarely works? SEO budgets are usually limited. Better to invest in productive SEO activities, such as: Developing a content marketing strategy Adapting content for Generative Engine Optimization (GEO) Improving your site’s technical SEO signals Short-term gain, long-term instabilityA new PBN may initially give a small boost to your site. But this lasts only until Google detects the network, which you likely won’t notice immediately. “Quick wins” are tempting, but such tactics are temporary. Focus on efforts that build sustainable rankings over time. Algorithmic demotionRecovering a lost SERP position is difficult, especially if Google identifies a page, site, or network as spam. Google’s algorithms quickly push low-quality content down in search results. Any early PBN benefit will vanish, and spammy sites can negatively affect your “money site.” Recovery is possible but requires significant time and effort. Avoid the problem by following good SEO practices from the start. Manual actions and deindexingIf a site is determined to be part of a PBN, Google may issue manual penalties, reducing ranking ability. Manual penalties can also lead to deindexing — full removal from Google’s index. Common PBN-related manual actions include: User-generated spam Spammy hosting Unnatural links (to or from the website) Thin content Major spam issues Hidden text or keyword stuffing To remove a manual action, a site owner must fix all issues listed in the report and submit a reconsideration request via Google Search Console. Reconsideration can take weeks or months, with no guarantee the site will be re-indexed. Inability to Pass E-E-A-T Signals PBNs do not pass E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness) and therefore do not transfer E-E-A-T value to the “money site” they link to. Google measures E-E-A-T in several ways: User engagement metrics: CTR, time on site, scroll depth Quality assessments by Search Quality Raters, particularly regarding E-E-A-T factors Backlink quality from other domains that demonstrate E-E-A-T principles Strong E-E-A-T signals are crucial for any site, especially for YMYL content (Your Money, Your Life – content about health, finance, and safety), which often appears in PBNs. Reputation Risks If Google finds your site, others can too. Once your site is exposed, restoring your reputation requires significant time and effort. This applies even if the PBN is created by a third party: SEO agencies may build PBNs without the client’s knowledge or consent, putting them at risk. Clients working with multiple agencies or trying to create a PBN themselves may harm legitimate agencies. In SEO, reputation takes years to build and can be lost instantly. Association with dubious practices is not worth the risk. What to Do if Your Site Gets PBN Links You don’t have to use a PBN to be affected by it. Sometimes they link to your content while hiding their real intent. If you detect PBN backlinks in your profile, there are three options: Do nothing.Google mostly ignores low-quality backlinks. If they are few and not associated with a manual action, intervention is unnecessary. Request link removal.If you can identify the PBN owner (unlikely, but possible), you can ask them to remove the link. However, PBN owners often hide behind privacy services or fake data. Disavow links.Use Google Search Console’s Disavow tool if: You received a manual action for unnatural links You discovered toxic backlinks clearly affecting ranking Disavowing won’t remove harm instantly but may be necessary to recover after penalties. If Stakeholders Insist on PBNs Even knowing the risks, sometimes managers or clients want to try PBNs. Here’s how to argue against it: Emphasize the speed of Google spam detection.Google reportedly detects 40 billion spam pages daily. The chance a PBN transfers link value before detection is almost zero. Focus on ROI.PBNs still cost money:Finding and buying domainsSetting up CMS and templatesUploading and formatting contentAdding linksSetting up monitoring toolsIf Google penalizes the network, ROI is nearly zero. High-quality content, even if more expensive, brings traffic and conversions. Tie arguments to values and reputation.For example: Transparency: “PBNs are manipulative and undermine trust with clients, partners, and the public.” Customer focus: “PBNs work against users, using spammy content and links. Our time is better spent creating valuable content for real customers.” SEO decisions reflect the company’s values — ensure they align with your brand. How to Earn Links Properly PBNs are a shortcut. In SEO, real authority comes from genuine value. To earn links that improve ranking, focus on scalable strategies: Publish original research and data Create useful tools or calculators Provide expert commentary for industry publications Produce content that answers real questions better than anyone else To achieve real SEO results and earn links correctly, contact our qualified specialists at UAMASTER. We will help develop an effective strategy, create valuable content, and build your site’s authority without risking reputation or search rankings. Trust your SEO to us and gain stable, long-term results. This article available in Ukrainian.