Glossary
What is a PBN (private blog network)?
A private blog network (PBN) is a group of websites, often built on expired domains with leftover authority, that one owner controls and uses to link to sites they want to rank. It's a link scheme under Google's spam policies. PBN links are sold widely, and networks get deindexed when detected.
How PBNs work
The owner buys expired domains that still have backlinks, puts up thin or spun content, and adds links to client sites. They hide the connection with different hosts, themes and registrars. The links look like independent editorial links.
Why they're risky
Google's spam policies cover both link schemes and expired domain abuse. Google looks for shared footprints: hosting, ownership, templates, link patterns, content quality. When a network is caught, its sites are deindexed and its links stop passing anything; sites that relied on it can get manual actions.
How to spot PBN sellers
- "High DA/DR dofollow links" from blogs on many unrelated topics.
- Sites with no real traffic but high authority scores.
- Generic posts with one outbound commercial link each.
- Domains whose history shows a different business a year ago.
Example
A founder buys ten links from "DR 60 blogs". Checking them, she finds all ten sites were registered within a month, have near-zero traffic and link to dozens of unrelated businesses. She asks the seller to remove them and disavows the domains.
FAQ
Do PBNs still work?
They can produce short-term gains, but detection removes the value and can trigger penalties.
Is buying an expired domain always bad?
No. Using an old domain for a genuinely related business is fine; repurposing it to pass links is the problem.
How do I remove PBN links?
Ask the seller to remove them; disavow what remains if you knowingly bought them.
Sources
- Google Search Central: Spam policies (link spam, expired domain abuse)
- Google Search Console Help: Disavow links