A Private Blog Network (PBN) is a group of websites owned and controlled by a single entity, often used to sell backlinks to site owners. The selling point is that these backlinks will allegedly help websites gain SEO rankings fast.
The promise is based on the fact that backlinks are a ranking factor. However, only quality backlinks can impact SEO positively.
The websites in a PBN are often established on expired domains with pre-existing backlinks and domain authority.
However, because PBNs sell links and guest posts to anyone, the content quality is usually poor and there's often no topical focus on the site.
For instance, one PBN we viewed featured stories on how to buy a tractor, how to cure toe fungus, and how to sew your own prom dress.
However, a PBN may include one or more websites focused on a single topic like finance.
It can be difficult for site owners to detect PBNs. The best approach is to avoid paying for links that promise SEO gains.
Role of PBNs in Paid Link Schemes
Private Blog Networks typically exist to sell backlinks to website owners. One research study found that some PBNs were earning $100k/month selling these links.
Remember: PBNs often are made up of low-quality, spammy sites. Only links from high-quality websites will improve your SEO.
And trying to manipulate search rankings by paying for a large number of dofollow backlinks often harms SEO.
This is because the practice violates guidelines of major search engines. For instance, if Google detects a link scheme, the websites involved may face severe penalties, including being de-indexed from search results.
Related:
What Are Paid Links in SEO and Do They Work?
Toxic Backlinks: What Are They and How to Deal With Them