Private blog networks (PBNs) are often discussed in SEO circles, but their exact purpose and use might not be clear to everyone. Essentially, a PBN is a collection of websites that are used to create links to a particular website with the intention of manipulating search engine rankings. This approach is akin to a link wheel or link pyramid, where numerous websites link to each other or a single central website.
Despite their popularity in the past, PBNs are now categorized as a black hat tactic and should be strictly avoided, as engaging with them can lead to a decrease in rankings or even a manual penalty. Typically, PBNs offer little to no sustainable value to the websites they link to.
Google has been actively combating PBNs for a long time, using certain businesses as a cautionary example. One notable instance was the J.C. Penney link scheme exposed by The New York Times in 2011. As Google continues to enhance its technology to fight against link spam techniques, it has become increasingly difficult for black hat SEOs to execute a PBN successfully.
How to identify private blog networks
Detecting a PBN involves identifying a cross-site “footprint,” where much of the technical data on the sites is identical. Older PBNs shared the same IP, servers, WHOIS information, or even similar content across sites.
Modern PBNs are more advanced and may be harder to identify since they cover different industries, topics, and layouts. Here are some pointers to help identify if a site is part of a PBN, which should be avoided:
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Hosting: Check if they all share the same IP using tools like SpyOnWeb.com.
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Site design: Look for similarities in design, navigation, and color schemes.
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Similar themes: Examine the source code for WordPress theme names.
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Site ownership: Search the WHOIS database for owner contact information. Hidden WHOIS data can be a red flag.
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Duplicate content: Copy a paragraph into a Google search to see if it exists elsewhere.
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Backlink profile: Analyze the backlink profile in tools like Ahrefs or Majestic to see if there is extensive interlinking.
- Images and videos: Use reverse image or video search to find duplicates.
A telltale sign of a PBN is a similar backlink profile across sites. Multiple sites having the same link profile or linking to a single website excessively may indicate a PBN or, at minimum, link-selling. Google’s Penguin algorithm can identify these schemes, potentially reducing your website’s rankings and possibly leading to a manual penalty.
Owning multiple sites does not automatically classify someone as operating a PBN. For example, media companies with several sites interlinking through footers would not typically be flagged unless connections are irrelevant or excessive.
Moreover, PBNs usually consist of sites owned by one entity, but even unrelated individuals linking frequently to each other could constitute a PBN if there is a pattern of repetitive linking.
How can you protect your site from PBNs?
No credible SEO consultant would recommend using PBNs for link building or boosting website traffic. Still, your site might inadvertently participate in a PBN, particularly if link-building activities are outsourced. Buying links from platforms like Fiverr puts your site at risk. If approached about a link exchange, be cautious.
Maintaining strict oversight of link-building efforts is crucial. Familiarize yourself with Google’s stance on link schemes and ensure that any link-building efforts align with these guidelines. Reliable link builders should be transparent about the links they pursue.
This requires some diligence on your part, but not knowing what happens behind the scenes won’t exempt you from potential repercussions.
Best practices will ultimately prevail
You might feel disheartened seeing competitors using questionable link-building tactics like PBNs. While it’s possible to report them through a webspam complaint, bear in mind that such tactics will eventually backfire on them.
While competitors depend on PBNs, your company can invest in sustainable link-building campaigns that adhere to best practices and are accepted by search engines. When your competitors are eventually penalized or deindexed, your site will have the upper hand.
Overall, private blog networks are a perilous and unsuitable link-building measure. Links should genuinely add value for users; anything less could lead to diminished visibility on search engine result pages or a manual penalty.
Avoid wasting resources on ineffective strategies and focus on building links with integrity, ensuring long-term success free from strife and penalties.
