PBN Links Explained: Boosting Rankings or Playing with Fire?

Ah, PBN links—the SEO wildcards that spark debates hotter than pineapple on pizza. On one side, you’ve got those who swear by their magical ranking powers. On the other, the cautious crowd shouting, “Google’s gonna get you!” But let’s face it: love them or hate them, PBNs (Private Blog Networks) and link farms are part of the SEO universe, and pretending they don’t exist won’t help your strategy.

In this blog, I’m not just here to toss around the usual “pros and cons.” Sure, I’ll cover those, but we’re going deeper. We’ll explore why these tactics are so tempting yet risky, how to dodge the pitfalls that could tank your rankings (and your reputation), and what actually works if you’re bold enough to dabble in this gray area. Plus, I’ll share real-life case studies, insider tips, and some of the most crucial, behind-the-scenes details I’ve learned over years of navigating this tricky terrain.

This isn’t your average SEO sermon—it’s the raw, unfiltered truth with actionable advice to help you stay ahead. So, if you’re ready to discover how to separate fact from fiction, avoid catastrophic mistakes, and level up your link-building game, you’re in for a treat.

Keep reading, and I’ll make sure this is the last guide on PBN links and link farms you’ll ever need.

What are Private Blog Networks (PBNs)?

In simple terms, Private Blog Networks (PBNs) refer to a collection of blogs or websites, typically owned by a single entity or group. The primary purpose of PBNs is to sell backlinks to target websites. PBNs are typically built using expired domains that previously had good domain authority and a solid backlink profile. Such domains are repurposed with new content and used to link back to the “money site” to pass on their authority. The idea is to make these PBN sites appear as independent, legitimate websites, but they are actually controlled by a single entity.

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In practice, the owner of a PBN builds or acquires multiple websites, often from different hosting providers or with different IP addresses, to avoid detection. The PBN sites themselves may include real or curated content to appear legitimate but often aren’t designed for actual user engagement.

Risks and Drawbacks of PBN Links

PBNs can be an effective short-term tactic to boost organic rankings, but they come with significant risks. Despite the risks, some SEO practitioners use PBNs because they can deliver quick wins in competitive niches or offer complete control over the backlinks, including anchor text and where the links point.

Some experts or SEO agencies purchase links from PBNs for their clients because such links are often cheap and can provide quick, short-term boosts in organic search rankings. Unfortunately, these agencies sometimes fail to disclose the use of PBNs to their clients, taking advantage of the client’s limited knowledge about SEO and its long-term effects.

Google Penalties

In our beginner’s guide to link-building, we’ve already pointed out that link-building goes against Google’s quality guidelines. However, when you attempt to obtain links from PBN sites, you accelerate this process even further because PBN sites often have subtle but detectable footprints, such as shared IP addresses or hosting providers, similar design patterns, or linked ownership details (even when attempts are made to hide them).

Google aims to provide users with the most relevant and high-quality search results. The search engine’s primary objective is to make sure that its users find the information they’re seeking and have a positive experience. Google’s Webmaster Guidelines clearly state that any form of link schemes, which includes PBNs, can negatively impact a site’s ranking. If detected, the target website can face severe penalties or even be deindexed from the search results.

Lack of Longevity

PBNs might provide short-term rankings, but they are not a sustainable link-building strategy. The continuous updates to Google’s algorithms mean that PBNs can be detected more easily over time. But you may be curious – why do some websites receive PBN links and yet remain unpenalized? There are several reasons:

Loss of Investment

The hearts of certain website owners gleam with enthusiasm upon learning of the option to acquire links at a lower expense. Nevertheless, it is crucial to perceive this as nothing more than a trap. Whether you are buying backlinks through guest posts, link insertions, or any other link-building techniques, it is essential to remember that valuable backlinks come at a price.

Don’t waste your time and hard-earned cash on shoddy approaches like PBNs, forum links, or link farms. Remember, these are all short-term solutions. Don’t lose your head when hearing about $20-$60 links.

How to Easily Identify PBN Links

I would personally confirm that sometimes it’s really challenging to identify PBN links because the operators of these networks often try to make them look like legitimate sites. However, certain patterns and signs can help you recognize a PBN site.

Site Design & Layout

PBN sites often use simple, free, or outdated WordPress themes. They usually invest little in branding. They have generic logos or no logos at all. So, If multiple sites linking to you have the same design or very similar structures, they might be part of a PBN. 

Content Quality

PBNs have poorly written content that seems like it’s been spun or generated by software. Such websites cover a vast range of unrelated topics with no clear niche or focus.

Absence of Contact Information

Most real blogs or businesses will have clear contact information. PBNs often lack this or only have a generic contact form. Their email addresses generally don’t include domain names or in some cases they have very strange email addresses.

Plus, real blogs or niche websites often monetize through various methods, like ads, affiliate marketing, or selling products. PBNs usually lack these monetization signs as their primary purpose is to link out, not to earn directly from visitors.

Check Their Backlinks

If the site frequently links to unrelated domains or industries, or if it links to known spammy industries, it could be a sign it’s a PBN.

Private Blog Networks often acquire backlinks from low-quality or irrelevant websites. When you see a backlink profile filled with links from spammy, unrelated sites, it’s a red flag. PBNs may use low-effort tactics to build links, so if any of the backlinks come from domains that don’t match the website’s niche or have no meaningful content, it could indicate a PBN.

No Traffic History

In general, PBN links don’t have a traffic history. They get organic rankings through black hat SEO tricks to impress folks with their supposed value. However, after selling hundreds of links, their traffic drops right away.

No Requirements

PBN owners generally don’t have article publication requirements like anchor texts, word count, or quality guidelines. They’re pretty much open to linking to almost any site, especially those in a bit of a gray niche.

Fake or Low-Quality Organic Traffic

One of the best ways to identify a PBN, even if the website appears to have good traffic numbers at first glance, is by examining the top pages that generate the traffic. Keep in mind that some PBNs may show high organic traffic when you check it with Ahrefs or other SEO tools, but a closer look often reveals that this traffic is concentrated on a few low-value or irrelevant pages.

Such pages may not align with the site’s niche or content focus, signaling that the site was designed more for backlink manipulation rather than organic audience engagement.

Certainly, there are alternative ways to spot PBN links, like considering their IP addresses, but these happen to be the most straightforward and widely used choices.

Are PBNs Bad for Gray Niche Websites?

Given my background, for websites in gray niches such as cannabis, pharmaceuticals, adult content, or other industries that are considered sensitive or controversial, it can be extremely difficult to obtain links through traditional link-building strategies like guest posting or digital PR. Many website owners, even in related niches, are cautious about linking to websites dealing with risky topics like cannabis, drugs, or other gray areas. They fear the potential negative impact on their own SEO, reputation, or relationships with advertisers.

Many blogs, media outlets, and authority websites have strict editorial guidelines that prohibit linking to sites in these niches, regardless of the quality of the content.

Finally, there’s often a social stigma or legal concerns associated with gray niches, making it harder to secure links through ethical, white-hat strategies. Even if the content is well-written and valuable.

In such cases, Private Blog Networks (PBNs) or similar methods of purchasing links may seem like the only viable option for building backlinks. Since traditional link-building opportunities are limited, businesses in these niches often turn to PBNs to boost their SEO. PBNs provide a controlled environment where links can be acquired without worrying about the concerns and restrictions that mainstream webmasters face.

Definitely, even in gray niches, Google can still penalize sites using PBNs. Although it may feel like there’s no other choice.

How to Buy PBN Backlinks: Tips and Best Practices

If buying PBN backlinks is your only strategy at the moment, it’s important to organize the overall process very carefully to minimize the risks and maximize effectiveness. Of course, PBNs still work in certain cases, especially in competitive or gray niches but the way you acquire and use these links can make a huge difference in whether or not your site gets penalized.

Here are some important tips to follow when buying PBN backlinks:

Avoid Buying Bulk Links

You know, sometimes, it feels like you’re backed into a corner, right? Maybe your niche is grey—something that doesn’t exactly play nice with Google’s golden rules. And hey, you’ve tried everything else, but traffic just isn’t coming your way. So, buying PBN links? It starts to look like the only lifeline left. I get it.

Now, someone comes along and whispers, “Hey, you can skip the hard work—buy these 500 PBN links and skyrocket your rankings overnight.”

Attractive, isn’t it? But let’s pause for a moment and really think this through.

Here’s the thing about PBN links—they’re like a house of cards. At first glance, they look powerful, but one gust of wind, one Google update, and it all comes crashing down. You might see a temporary boost, sure. Your rankings could climb for a week, maybe even a month. But then… the consequences hit.

Once the algorithm flags you, penalties can follow. You might wake up one day and find your site buried so deep in search results that it’s practically invisible. All that hard work—gone.

Don’t buy them in bulk. Please, don’t.

I know, bulk deals sound intriguing. It’s cheaper, faster, less hassle. But think about it—how many times have we rushed into something because it felt like a steal, only to regret it later? You’re not just buying links; you’re buying risks. When you go bulk, you lose control. You end up with a trail of low-quality links that scream, “Hey, Google, look over here! I’m gaming the system!” And trust me, Google is not blind.

Instead, take it slow. Handpick those PBN links like you’re curating a playlist for someone you love. Look for quality—sites that are at least trying to look real. Look for domains that have some history, some credibility.

And here’s another thing—space them out. Buying a dozen links today and waking up tomorrow with them all live? That’s like painting a target on your site’s back. Go one by one. Make it natural, even if you’re working in an unnatural space.

Make the Anchor Text Natural

If you’re considering diving into PBNs (private blog networks), there’s one golden rule you cannot ignore: keep your anchor text natural.

When you’re working with PBNs, or honestly, any kind of link-building strategy, you have to play it smart.

Vary your anchor text. I’m talking branded terms like “YourSiteName” or even simple, no-fuss phrases like “read more” or “check this out.” Sure, slip in partial-match keywords now and then—but sparingly, like seasoning a dish. You want it to taste good, not overpower everything else.

Don’t let laziness in anchor text ruin all of that. Play it safe. Make it look natural. And don’t give Google any reason to question you.

Instead, let’s keep it human. Let your anchor text flow naturally, like it’s part of the sentence—like it belongs there.

Search engines are sharp, but they’re also looking for what makes sense to a person. If it doesn’t read well, it doesn’t rank well. Period.

Check Traffic History and Top Pages

Before buying links, take a step back and ask yourself: What’s this site really about? Not just what it looks like—it’s easy to dress up a PBN to appear legit. I’m talking about digging into its core.

Start with the basics: tools like Ahrefs, SEMrush, or even Ubersuggest if you’re on a tighter budget. These are your window into the soul of that PBN. Check out its traffic history. Was it steady? Did it crash out of nowhere? Because if it went from vibrant traffic to a ghost town, chances are Google already sniffed out something shady.

Now, move on to the top pages. What’s pulling the most attention? If you’re seeing pages stuffed with keywords that make no sense” that’s a huge red flag.

Worse, if the niche seems scattered—one page on health tips, another on crypto, another on dog training—it’s a sign the site is just a dumping ground for paid links.

If their top-performing pages are spammy or completely off-topic, that PBN is not going to bring you value. It might even backfire.

So, yeah, analyzing traffic and top pages isn’t just a formality—it’s your armor against making a mistake you’ll regret.

Don’t Target Too Many Money Pages

Let’s talk about a trap that so many people fall into when building links, especially when using PBNs (Private Blog Networks). You know the feeling—you’ve got this shiny new product page or a killer collection you’re proud of, and you’re desperate to get it ranking. So, naturally, you point every single PBN link you buy straight to that money page, thinking, This is it. This will skyrocket me to the top.

What works better—and feels more natural—is balance. When you diversify where your links are pointing, you’re telling a more authentic story about your site. Link to your blog posts, your guides, and even your About page. Spread the love. Those pages can still pass authority to your money pages internally, through thoughtful internal linking.

So, step back. Resist the urge to funnel every link into those revenue-driving pages. Build authority across your entire site. It’s not just safer—it’s smarter.

The Cost of PBN Links

Low-quality PBN links are often sold at very low prices and come from poorly constructed networks with low domain authority, spammy content, or minimal traffic. The cost of medium-quality PBN links can typically vary anywhere from $20 to around $120, on average for one-time purchases. These PBNs might have some decent content, traffic, and better-looking sites, making them harder for Google to detect initially.

I believe these links deliver more SEO value than low-quality PBNs because the sites appear more legitimate. However, they are still part of a PBN, so the risks of detection and penalties remain. There are also top-level PBN links that cost around $150 to $300+ per link. Although these links offer a higher chance of staying under Google’s radar for longer, they still carry the inherent risk of being detected.

From what I’ve seen, these rates aren’t set in stone, and there’s often room for negotiation, especially when dealing with bulk orders. Yes, some PBN sellers offer discounts for purchasing a bulk number of links, but buying links in bulk increases the risk of detection due to over-optimization of your backlink profile.

Some factors may affect the cost of a backlink. For example, if the PBN site has decent content and organic traffic, the price of a link will go up. Sites that mimic real websites with original articles, regular updates, and actual visitors will command higher prices because they are harder to detect as part of a PBN.

How to Remove PBN Links from Your Existing Backlink Profile

If you’ve previously participated in manipulative link-building techniques such as PBNs and want to clean up your backlink profile from such links due to concerns about penalties or because you want to pursue more ethical SEO practices, here’s what you should do:

First, Know What You’re Dealing With

Pull up your backlink profile using a reliable tool like Ahrefs, SEMrush, or Google Search Console. Take your time here. Look for patterns—links from obscure domains, sites with no real content, organic traffic, unnatural anchor text, low domain authority or ones that feel like they exist solely to host links (e.g., same IP addresses, poor user engagement, or expired domains).

You’ll know the kind when you see them.

Trust your gut a little, too. If something feels off, dig deeper. A website with ten random posts and a suspiciously large “Resources” section? Yeah, that’s a red flag.

Before you even think about getting rid of anything, make a list. Document every questionable link with the URL, the linking domain, and any other details that stand out. You’re not just cleaning house here; you’re building a record.

You might need to explain your actions—maybe to Google, maybe to a client, or even to yourself. Keep everything neat.

Now, Reach Out

This is where things get a bit tedious. Find contact information for the PBN site owners, if you can. Send a polite but firm request asking them to remove the link. I won’t sugarcoat it—many won’t respond, and others will ignore you entirely.

But you’d be surprised. Sometimes, a simple email works wonders. Keep it short, respectful, and to the point.

Provide the exact URL of the page linking to your site and where the link is located, making it easy for the webmaster to find and remove it.

If that doesn’t work (and it won’t, every time), it’s time to disavow. The Google Disavow Tool is your backup plan. You’re telling Google, “Hey, I didn’t ask for these links, and I don’t want them.” Upload your documented list here. Format it properly—one domain per line if you’re disavowing entire domains.
This step feels a little like throwing a message into a bottle and hoping the waves carry it to the right place. But sometimes it works. Google is pretty good at understanding when you’re trying to clean up your act.

Remember! You won’t see changes overnight. Google takes its sweet time processing disavow files and recalibrating your site’s standing. Keep an eye on your traffic and rankings in the meantime.

Here’s the thing: removing PBN links isn’t just about avoiding penalties. It’s about building something real, something you can stand behind. So when you look at your backlink profile after all this, you’ll feel… lighter, freer, and maybe even a little proud.

Because you did the hard thing—and your site will be better for it.

What to Do Instead (PBNs Alternatives)

So instead of gambling with your business, let me walk you through real strategies—proven ones—that’ll get you results without breaking a sweat every time there’s an algorithm update.

Build Magnetic Content

Pause for a second and imagine your ideal audience. What are they Googling at midnight when they’re desperate for answers? Those are the moments you want to capture. Create content that solves problems, answers burning questions, or simply entertains. Craft blog posts, videos, infographics, or even free tools.

For example:

‣A calculator for SaaS pricing tiers

‣A guide to link-building for eCommerce businesses

‣A “myth-busting” series about eCommerce SEO strategies.

When your content is that good, people naturally link to it. They want to share it. They bookmark it. It’s link-worthy.

Earn PR Backlinks

Now imagine an alternative where the links you build not only boost your rankings but also add trust and authority to your name. That’s where earning PR backlinks steps in—and it’s a game-changer.

Here’s where the magic begins: content. Not the generic, keyword-stuffed fluff, but stories, insights, and resources that make people pause and think, “This is something I need to share.” Think about:

Original Research: Conduct a survey, compile industry insights, or create visual reports that scream, “Link to me!”

Opinionated Thought Leadership: Don’t just echo what everyone else says. Take a stand, and offer fresh perspectives that make journalists, bloggers, and influencers want to quote you.

Interactive Assets: Tools, quizzes, or calculators that solve real problems. For example, if you’re in the fitness niche, create a calorie tracker or workout planner that earns its spot on resource pages.

And remember, your content needs heart. Tell stories. Relate to your audience. Bring them in like a friend sharing an experience over coffee.

Of course, great content doesn’t magically earn PR backlinks—it needs a little push. And this is where outreach transforms everything.

Intrigued, right? Explore more about PR link-building below:

Guest Posting—The Right Way

Instead of playing with fire, you can also build links through guest posting. And no, not the spammy kind where you’re stuffing irrelevant links into low-quality blogs. I’m talking about doing guest posting the right way.

The beauty of this approach? Google loves it. Readers love it. And you’re not looking over your shoulder, wondering when the axe is going to fall.

Does it take effort? Sure. You’ve gotta research, pitch, write, and follow up. But isn’t building something worth a little hustle? I mean, you’re in this for the long game, right? So, let’s play it smart. Forget the shortcuts. Focus on connections, quality, and trust.

PBNs vs. Link Farms

Both PBNs and link farms are techniques to manipulate search engine rankings. Although they may appear similar due to their commonality in creating numerous websites to acquire backlinks, they have differences in their structure, intent, and risks involved.

PBNs consist of a network of sites, often built on expired domains with existing authority, owned by a single entity to control backlinks and direct “link juice” toward a target website.

On the other hand, link farms are clusters of websites that indiscriminately interlink with each other, prioritizing quantity over quality, with the sole intent of quickly inflating backlink counts.

The structure of link farms is simpler and more rudimentary, making them easier for search engines to detect and penalize. While both methods aim to manipulate search engine algorithms, PBNs involve more sophisticated and discreet management compared to the blatant interlinking seen in link farms.

So, if you want to purchase backlinks through one of those techniques, I would strongly recommend you take another look at the overall risks or find a reliable link-building agency that can shoulder the responsibility of securing genuine links.

Do PBN links Still Work in 2025?

In my experience as an SEO strategist, CEO, and Founder of an SEO agency, I believe that PBN links still work, and I’ve seen firsthand how some websites use PBNs effectively to achieve long-term success. Despite the risks associated with PBNs, it’s undeniable that many sites continue to benefit from them and maintain strong search rankings for extended periods. The key, however, is how they are used within a broader SEO strategy.

However, starting your first link-building campaign with PBNs is not a good idea. For someone just beginning their SEO efforts, relying on PBNs from the start is a high-stakes gamble. A better approach is to build a foundation using white-hat SEO techniques such as niche edits, guest posting, or just creating high-quality content, and earning natural backlinks.

What If My Competitors Win with PBNs?

If your competitors are winning with PBNs, it can be frustrating, especially when you’re trying to stick to white-hat SEO practices. Of course, it may seem like their strategy is working but it’s important to understand that PBNs carry significant risks and may not guarantee long-term success. Another point to consider is that SEO is about more than just backlinks. Google’s algorithms also place a heavy emphasis on user experience and content quality. Remember, SEO takes time, and while competitors might seem to be getting ahead with PBNs, it’s important to stay patient and consistent with your ethical strategies.

Key Takeaway: Stay informed about your competitors’ link-building strategies, and if you notice suspicious activity, it’s a sign that they may be taking a risky path. Trust the process and continue building your SEO presence in the right way.