PBN Backlinks: What They Are and Why to Avoid Them!

Building backlinks is one of the hardest parts of SEO. It takes time and effort, and the results aren’t always quick. 

Naturally, this makes some people look for shortcuts, like using pre-built link networks for easy backlinks.These networks, known as Private Blog Networks (PBNs), have been around for a long time. 

They’re designed specifically to sell backlinks. But are they really worth the risks? 

In this article, we’ll explain what PBN backlinks are, the dangers of using them, and why ethical link-building is a better, safer choice for your SEO strategy.

What are PBN Backlinks?

PBN backlinks are links that come from a Private Blog Network (PBN), which is a group of websites created specifically to generate backlinks. 

These sites tend to link one another in a loop, effectively a closed network, just to dupe search engines into believing the links were natural and the sites in question were high quality.

The purpose of a PBN is to increase search rankings by passing link juice to a “money site.” However, these backlinks are against Google’s guidelines and are risky. 

What Does Google Say About PBNs?

Google does not explicitly specify PBNs in any of its guidelines. However, it strictly dislikes their use. As per Google policy, all the artificial links created to manipulate search rankings or manipulate PageRank fall into this category of link scheme, and PBN backlinks fit into this category.

In December 2022, Google introduced the link spam update using SpamBrain, its AI-powered system. This update targets unnatural links, including sites that buy or sell links. While Google didn’t name PBNs specifically, their purpose of passing artificial link credit makes them a clear target.

Using PBN backlinks comes with serious risks. Google can detect manipulative practices and penalize or de-rank your website. It’s always better to focus on building natural, trustworthy links that follow Google’s guidelines.

Why Do Some People Still Use PBNs?

Some people still use PBNs because they seem like an easy way to get backlinks and improve rankings quickly. Here are the main reasons:

1. Links Are Hard to Earn

It requires a lot of effort to make content worth reading and to convince other websites to link to it. For many, it is frustrating and time-consuming, especially for beginners.

That is why some people start using PBN backlinks. They see it as a quick fix to get links without all the work. Instead of waiting for natural links, they use private blog networks to get backlinks faster. 

2. Fast Results

One reason people use PBN backlinks is the promise of fast results. Building quality backlinks the right way can take weeks or months. With private blog network links, the process is much quicker. Links are placed on PBN sites immediately, giving the impression of rapid growth in authority.

For beginners or those desperate to improve rankings, the appeal of pbn backlinks and cheap pbn backlinks is understandable. It feels like a shortcut to success. They believe using private blog network links can boost rankings without much effort.

But speed comes at a cost. Search engines like Google have advanced tools to detect such high-risk backlinks. While results might look good initially, the penalties for using black hat backlinks can be severe, often undoing any progress.

3. Full Control Over Links

People use PBN backlinks because they let you control everything about the link. You decide where it goes, what page it points to, and the exact anchor text.

This kind of control is appealing because natural backlinks don’t work this way—other websites decide how and where to link to you. With PBN links, you can customize everything to match your SEO strategy.

While this control seems helpful, it’s risky. Google considers this a manipulation tactic, and using private blog network links can lead to penalties. What feels like an easy solution now could harm your site later.

4. Manipulating Anchor Text for SEO

Using PBN backlinks gives people control over the anchor text—the clickable words in a link. This control lets them pick exact keywords they want to rank for in search engines. For example, instead of a natural link saying “click here,” they can use something specific like “cheap PBN backlinks” or “SEO tools.”

This strategy can seem appealing because it directly targets ranking keywords. However, overusing exact-match anchor texts raises red flags for Google. It’s one of the ways the search engine detects manipulative link-building practices, including private blog network links.

5. They Seem Cheaper

PBN backlinks often appear cheaper than earning links the right way. Rather than spend it all on content creation, outreach, or actual partnerships, some use the entire amount to get links from PBNs. At first glance, it seems to be one of those cost-effective ways of attaining ranking improvements.

However, this “cheap” option can become expensive in the long run. Google penalties, lost rankings, and rebuilding your site’s reputation can cost far more than the upfront savings. Quality link-building might take more time and money, but it’s a safer investment for lasting success.

The Risks of Using PBN Backlinks

PBN backlinks may seem easy, but they come with big risks that can hurt your site’s rankings and reputation. Let’s look at the dangers.

1. Ignored by Search Engines

Search engines like Google are smart enough to spot links from private blog networks (PBNs). They have advanced systems that detect patterns, such as unusual linking practices or poor-quality content, often found in PBNs.

When Google identifies these links, they simply stop counting them towards rankings. This means all the time and money spent on creating or buying PBN backlinks can go to waste because they no longer help your site perform better in search results.

2. Risk of Manual Penalties

Google not only uses algorithms but also maintains a panel of reviewers who check websites by hand. If they find your site in PBN backlinks, there is a risk of getting your site hit with a manual penalty.

A manual penalty is when Google drops your site’s ranking or excludes it from search results entirely. It may take months or even years to recover and can really hurt a business or a brand.

Using PBN backlinks might seem tempting, but the risk of a manual penalty makes it a gamble that often isn’t worth taking.

3. Short-Term Gains, Long-Term Losses

PBN backlinks could push your website up very quickly in the ranks, but not for a long period of time. The algorithms of search engines keep updating themselves to counter manipulative practices like PBNs.

Once Google identifies these links, the temporary advantage disappears, and your site’s ranking can drop dramatically. Worse, it can take a long time to recover from the damage, both in terms of rankings and trust.

Myths About PBNs

There are many misconceptions about Private Blog Networks (PBNs) that can confuse people into thinking they’re a safe or effective SEO strategy. Let’s clear up some of the most common myths.

1. All Paid Links Are PBN Link

Not all paid links come from Private Blog Networks (PBNs). The paid link can be from any of the high-authority sites, niche blogs, or even a legitimate deal. In contrast, PBNs are networks built entirely to manipulate search rankings- that is far from that.

The key difference lies in intent and structure. A paid link from a good site may sometimes be part of an advertising campaign, while PBN links are purely made to trick the search engines. If you’re planning to buy backlinks, it’s essential to analyze their source carefully to ensure they don’t violate Google’s guidelines or risk penalties.

2. Any Linked Group of Sites Is a PBN

It’s normal for businesses to own multiple websites and link them together. These connections are often natural and not part of a PBN.

For example, a company might link its main website to its blog or a product microsite. These links help users navigate between related content and services. You’ll often find such links in the footer or “About Us” sections of websites.

What makes a group of sites a PBN is the intent. If the sole purpose is to manipulate search rankings by creating links in a controlled network, that’s when it becomes a PBN.

As long as links between your websites are useful for visitors and not set up just to game search engines, they are perfectly fine. It’s all about being natural and adding value.

Amazon and its subsidiaries like Zappos or IMDb.

Amazon interlinks its owned websites to offer users access to related services, such as shopping, movies, and reviews.

3. PBNs Are Cost-Effective

At first glance, buying PBN backlinks seems like a cost-effective option. These links are often sold in bulk and are much cheaper than investing in ethical link-building services. For someone looking for quick SEO wins without spending much, PBNs can appear to be a budget-friendly solution.

However, the reality is different. While the upfront cost may seem low, the risks and hidden costs are significant. Many PBNs operate on low-quality, expired domains that lack real traffic or authority. This means the links might not deliver the long-term value you’re expecting.

It’s even worse because purchasing PBN backlinks threatens Google penalties against your site. When a PBN is discovered and de-indexed, the links become worthless, and your site may be severely affected. These effects cost highly, not only money but also time.

Though PBNs may appear cheaper at first, they often end up costing much more in the long run due to their risky nature and short lifespan.

How to Spot PBN Backlinks

Identifying PBN backlinks is an important skill for anyone in SEO. It helps you avoid risky practices, spot scams, and keep your website safe. Here’s how you can recognize these links. Signs of  PBN backlinks:

1. Weird Anchor Text: If the text linking to a website is overly stuffed with keywords or sounds unnatural, it could be from a PBN. Genuine links use natural, varied wording.
2. Low Website Traffic: A site with a high domain rating but very little traffic often signals a PBN. These sites are usually built for backlinks, not real users.
3. Unusual Traffic Patterns: Look for sites with sudden spikes in traffic. This could mean the site is being used to boost rankings temporarily.
4. Redirects: Many PBNs use expired domains and 301 redirects to pass link authority. This history is a clear red flag.

Tools to Help Detect PBN Links:

• Ahrefs: Check the “Backlinks” report. Look for low-traffic domains and suspicious linking patterns.
• Moz Spam Score: This tool can identify domains with high spam scores. Sites flagged here might be part of a PBN.
• Semrush: The “Backlink Audit” tool highlights toxic links and provides a “Toxicity Score” for each domain. This can help you uncover suspicious patterns often associated with PBNs.

What to Check on the Website:

• Missing Info: If the site doesn’t have an “About” page or clear contact details, it could be a PBN.
• Poor Content: Many PBNs have badly written, irrelevant content that adds no real value.
• Random Links: If the site links to unrelated or strange niches, it’s likely a PBN.

Beware of Emails Offering “High DA/DR/Quality Links”

 

 

Many PBN sellers send cold emails or messages promising “high DA backlinks.” These offers can sound appealing but are often scams.

Red Flags in Such Emails:

• Claims of quick rankings or guaranteed success.

• No explanation of how the links are built.

• Extremely cheap backlink packages.

Tip: Always verify before buying backlinks. Trustworthy services focus on quality links that follow ethical practices, not shortcuts.

By staying alert and researching carefully, you can avoid harmful PBN backlinks and build a solid link profile.

Remove Toxic PBN Backlinks

If your website has links from PBNs or other low-quality sources, it’s important to address them. Using tools like Semrush can make this process easier and more organized.

Start by using the Semrush Backlink Audit tool to find harmful links. Enter your website’s domain and create a project to get started. Navigate to the “Audit” section, where you’ll find a list of potential problem links.

This list includes details like the source of the link, the page it points to, the anchor text used, and a score showing how toxic the link might be. These links can come from spammy websites, directories, or PBNs.

What Should You Do About These Links?

1. Ignore or Reach Out: Google often suggests ignoring bad links unless they’ve caused penalties. If you think a link is harmful, you can try contacting the website owner and politely ask them to remove it.
2. Disavow Links (With Caution): Disavowing essentially tells Google not to count on certain links when considering the existence of your site. Now, it’s very hazardous and should be done when your site has been penalized or at risk.

To disavow a link in Semrush, find the link in the report and mark it as harmful. The tool will create a list of these links, which you can then upload to Google’s Disavow Tool.

Remember, disavowing links is always treated as a last resort. Without proper care, it may negatively affect your rankings. For most websites, having a quality backlink profile through good links would definitely be a better long-term solution.

Conclusion

Growing your website’s authority takes genuine effort, not shortcuts. PBN backlinks may seem like an easy way out, but they come with risks that can harm your site in the long run. The best way forward is to build trust through quality content and ethical link-building practices.

When you invest in authentic strategies, you don’t just improve your rankings—you create a lasting impact for your business. Play it safe, aim for meaningful growth, and watch your hard work pay off.

FAQs on PBN Backlinks