PBN (Private Blog Network)
A network of websites built specifically to link to a target site and manipulate rankings. A black hat tactic. Google actively detects and penalises these. Don't.
Why It Matters
PBNs were once one of the most effective (and most deceptive) link building tactics. The idea: buy expired domains with existing authority, put up thin content sites, and link them all to your money site. Instant backlinks from "authoritative" domains.
Google has become extremely good at detecting PBNs. The footprints are numerous: similar hosting, thin content, unnatural link patterns, registration details, and interlink patterns. When Google catches a PBN - and they do - every site involved gets penalised.
In Practice
Don't build PBNs. Don't buy links from PBNs. Don't let an agency build links from PBNs on your behalf.
If you're evaluating link building services and the links seem too good to be true - high authority sites in your niche at suspiciously low prices - they're probably PBN links. Ask to see the linking sites before they're placed. If they look like thin, generic blogs with no real audience, walk away.
If you've inherited a site with PBN links in its profile, disavow them through Google Search Console. The risk of keeping them outweighs any residual ranking benefit.
Related Terms
Glossary
Black Hat SEO
SEO tactics that violate search engine guidelines - fast gains, brutal penalties.
Glossary
Backlink
A link from another site to yours - still one of Google's top ranking factors.
Glossary
Link Building
Acquiring backlinks from other sites to build authority - effective when done right.
Glossary
White Hat SEO
SEO that follows search engine guidelines - sustainable, penalty-free, and worth the wait.
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