In the world of SEO, backlinks are still one of the strongest ranking factors for Google and other search engines. Over time, different strategies have emerged to manipulate and accelerate link-building. One of the most controversial yet widely discussed among them is the PBN—Private Blog Network.
Some SEO professionals swear by PBNs for their ability to boost rankings fast. Others warn that they’re risky, outdated, and even dangerous to your site’s future. So what’s the truth? PBNs
In this article, we’ll explore what PBNs are, why some SEOs use them, the risks involved, and how to approach them responsibly—if at all.
A Private Blog Network (PBN) is a group of websites owned or controlled by one person or company, created primarily for the purpose of building backlinks to a main "money site" to improve its search rankings.
These websites are usually set up using expired domains that already have backlinks and authority. The idea is to post articles on these domains that include links pointing to your main website, passing on link equity and improving your site’s authority in the eyes of search engines.
You buy 10 expired domains that previously belonged to real businesses.
You repurpose them as blogs or niche sites.
You publish content on them that links to your main site.
Result: A web of backlinks from sites that look independent but are all under your control.
There are two primary reasons why many still use PBNs:
Unlike outreach-based link building, PBNs give you full control. You decide:
Where the link goes
What anchor text to use
How many links to build
When to publish content
This can be a huge advantage in competitive niches.
When built properly, PBN links can boost rankings rapidly—especially when high-authority expired domains are used. That’s why some SEOs turn to PBNs when they need fast movement for a client or project.
Despite the benefits, PBNs come with significant risks. Google has openly stated that using link schemes like PBNs violates their Webmaster Guidelines.
Here are the biggest dangers:
Google has cracked down on PBNs many times. If you’re caught:
Your rankings can drop dramatically.
Your site may get deindexed.
You could receive a manual action in Search Console.
Getting out of a PBN penalty can be hard—and sometimes impossible.
To build a powerful and “undetectable” PBN, you need:
Aged expired domains with real backlinks
Unique hosting (different IPs for each site)
Unique, high-quality content on every site
Ongoing maintenance and updates
Doing this the right way can cost thousands of dollars, making it out of reach for many beginners.
Google’s algorithms (and manual reviewers) are smart. If your PBN sites:
Use the same hosting provider
Share similar themes or design
Reuse content or author names
Link only to your site
…they’re easy to spot as part of a link scheme.
Even if your rankings jump initially, there's no guarantee they’ll stay. One Google update or review can wipe out your progress and hurt your brand’s reputation.
If you’re considering buying PBN links from someone else, be very cautious. Here are red flags to avoid:
