Definition
A PBN (Private Blog Network) is a collection of websites controlled by a single person or entity, whose primary purpose is to create artificial links to a target site (money site) in order to improve its search engine rankings. These networks are typically built from expired domains that have retained some authority (Domain Authority, Trust Flow) and are dressed up with content to appear legitimate. While PBNs can produce quick short-term results, they represent a black hat technique explicitly condemned by Google. Detection by algorithms has improved considerably with cross-analyses of hosts, IP addresses, technical footprints, WHOIS data, and linking patterns. Penalties range from link devaluation to complete de-indexation of the main site.
Key Points
- Black hat technique officially condemned by Google's guidelines
- Penalty risks are high and can lead to de-indexation of the target site
- Google continuously improves PBN detection through technical footprint analysis
Practical Examples
Expired domain network
An SEO practitioner buys 20 expired domain names with good Trust Flow, installs WordPress on each, and publishes articles containing links to their main site. Each site is hosted with a different provider to mask the connection.
Detection and penalty
Google detects a PBN through template similarities, hosting patterns, and linking patterns. All network sites are de-indexed and the main site loses its rankings overnight.
Frequently Asked Questions
PBNs directly violate Google's guidelines on link schemes. Risks include: manual penalty after Quality Rater review, algorithmic penalty via anti-spam filters, de-indexation of network sites and the main site, total loss of rankings and organic traffic. Additionally, the cost of building and maintaining a PBN is often higher than genuine link building campaigns.
Several white hat alternatives exist: guest posting on real and relevant sites, digital PR, creating linkable content (studies, tools, infographics), broken link building, partnerships with publishers via platforms like LemmiLink, and active participation in your industry's communities. These methods are sustainable and carry no penalty risk.
Go Further with LemmiLink
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Last updated: 2026-02-07