Let me guess, you’re tired of trying to build backlinks and someone advised you to just buy PBN backlinks.
Stop right there!
Google is totally against PBN backlinks, and if you’re caught using PBN backlinks, your site can even get deindexed.
In this guide, I have explained whatever you need to know about PBN backlinks and why you should stay away from them.
What Are PBN Backlinks?
PBN, short for Private Blog Network, is a network of sites that basically have just one purpose– linking out to target websites to manipulate their SEO value. When you get a backlink from such a website, it’s a PBN backlink.
How Do PBN Sites Work?
PBN operators often buy expired domains with strong past backlink profiles and high domain authority. Then they rebuild these domains and add low-quality content. This content is generally just spun or copied from somewhere else to make it look like a legit blog.
Finally, they link out to target sites (which could be a part of their own network or of someone who’s bought links from them).
PBN owners also use different hosting providers, site designs and WHOIS privacy protection so they don’t get caught.
Why Do Some SEOs Use PBN Links?
No legit SEO professional will ever tell you to buy backlinks. But it’s not uncommon for site owners to buy PBN backlinks or create such networks. In contrast to organic link building, PBN backlinks offer:
↳ Full Control: In organic link-building, you have no control over how a website links to you. Where they put your link, what anchor text they use– all of this is totally out of your hands (well, except for guest blogging).
But when you buy PBN backlinks, you can generally choose where the link goes, its anchor text, etc., and precisely steer ranking signals exactly where you want them.
↳ Quick Results: Link-building is a time taking process. In most cases, it requires a lot of effort to get even decent ROI. So, for someone frustrated with slow, organic link building, it’s easy to be tempted by quick PBN backlinks.
↳ Tough Niches: It can be extremely hard to acquire organic backlinks in highly competitive niches like healthcare, finance, or gaming. That’s another reason why some invest in PBN links.
But these little so-called “benefits” come with HUGE risks.
What is Google’s Stance on PBNs (and Consequences)?
↳ It Directly VOILATES Google’s Guidelines
According to Google, PBN backlinks are a “no go.” It actively looks out for and penalizes such PBN websites and those using PBN backlinks. In fact, Google says that any link schemes designed specifically for manipulating rankings can lead to a penalty.
So, when Google catches on, all the benefits of these backlinks are lost– even sinking websites beyond the point of recovery.
↳ How Google Detects PBN Backlinks?
Over the years, Google’s updates—like Penguin and more recently AI-driven systems—have gotten very good at spotting unnatural links. Sometimes, Google simply ignores these PBN links, meaning you get no benefit. But that’s the best-case scenario.
In worse cases, you get a manual penalty that can drop your rankings dramatically. Your site might even get deindexed.
Do PBN Backlinks Ever Work? (Short-Term Gains vs. Long-Term Losses)
If your site has PBN backlinks, it may temporarily enjoy ranking spikes. It’s because you have all the control over anchor text, link placement, which exact URL gets the link, etc. So, you can steer these links in a way that benefits you the most.
↳ But the long-term costs are too much.
PBN backlinks might seem like a good temporary fix– but let me tell you they’re not– specially in the long run.
For one, whatever SEO benefit you get from PBN backlinks disappears as soon as Google catches on.
Plus, the chance of triggering a manual penalty is real. And it can be nearly impossible to recover your website.
Additionally, if you ever plan to sell your site someday, PBN backlinks can really bring down its value.
What are the Costs of Building a PBN?
↳ Monetary Investment
Other than being unethical and risky, PBNs can also get very expensive.
First, you have to buy a high-authority expired domain– which can cost from hundreds to thousands of dollars. So, if you build even five or ten sites, the total cost can easily run into tens of thousands of dollars.
↳ Content and Maintenance
To place PBN links, you also need to publish enough articles on each site to make them seem legitimate. And you have to do it on a regular basis. Not to mention the recurring maintenance costs like hosting, SSL certificates, privacy protection, etc.
↳ Technical Challenges
Even small mistakes can alert Google. So, PBN operators also have to carefully manage hosting, design, and metadata to hide footprints. This not only adds to costs but also wastes a lot of your time– which you could rather be using to grow your main business.
↳ Uncertain ROI
When you look at the bigger picture, the return on investment on PBNs is often negative. You spend a lot, see a brief boost, and put your site at risk of penalty. And when Google finds out– it’s all gone!
Is Buying PBN Links from Third-Party Networks Any Better?
No. Even if you buy PBN links instead of building your own– it’s not any better. You might come across some services on freelance platforms offering “high authority” PBN links for a low price.
But it’s still not worth it because:
↳ Often, these links come from networks with poor traffic and obvious footprints. It’s impossible to get quality backlinks from PBN networks.
↳ You never know if the provider will maintain the links. Often, your links might just disappear after a few months.
↳ Buying links means you’re depending on someone else’s network. If that network gets deindexed or if the provider shuts down, you lose everything overnight.
How to Identify PBN Backlinks and Remove?
Here are Some Red Flags to Look for:
↳ Low Traffic: If you see a site with good domain metrics but almost no organic traffic, that’s a warning sign.
↳ Too Many Outbound Links: A site that dumps links to many unrelated sites often signals a PBN.
↳ Thin Content: Look for pages with generic or low-quality content that seems designed just to host links.
↳ Lack of Legitimate Info: Real sites have clear “About Us” pages and contact information. PBN sites usually lack these details.
↳ Repeated Footprints: If you notice similar site designs, shared hosting details, or WHOIS privacy across multiple sites, you might be dealing with a PBN.
↳ Over-Optimized Anchors: A surge of exact-match anchor texts pointing to your site can indicate a manufactured link scheme.
Compile all these suspicious links and decide whether to disavow or investigate further.
How to Remove PBN Backlinks?
If you have bought PBN backlinks or you suspect that you have links coming from such Private Blog Networks, disavow them.
First, compile a list of all the suspicious domains or URLs that you think are a part of some PBN and put them in a txt. file.
Open Google’s Disavow Tool, select the property you want to remove PBN backlinks from, and upload the file.
This will take some time to come into effect.
Safe and Effective Alternatives to PBNs
Here are some totally legit, white-hat strategies you can use instead of risking PBN penalties:
↳ Guest Posting
You basically reach out to reputed blogs in your niche and offer to write a detailed, valuable article on their website– and get backlinks from it. Now, it may sound simple but it takes a lot of effort.
But this is a legit way to get quality backlinks and real referral traffic. Guest posts drive steady growth in both rankings and audience trust.
↳ Curated Link Placements / Niche Edits
The idea behind Niche Edits is to find content on quality websites in your niche, in which you feel your content can add value. Then, you reach out to the site owners and explain to them how your content can add value to their content– and ask for a backlink to your corresponding, existing content.
The best part is that you don’t have to create new content– you just try to get more value out of your existing winning content.
Guest posting vs niche edits, learn what might work best for you.
↳ The “Skyscraper” Technique & Original Research/ Case Studies
You can also get backlinks organically without having to ask anybody. The idea is to create such high-quality content that others naturally want to link to.
You can also conduct your own studies and publish unique data. Unique insights naturally attract links from others who cite your work.
The catch is that writing such high-quality content takes a lot of time, energy and even resources. This is more of a long term link-building strategy.
↳ Look for Media Placements
Journalists are actively looking for industry experts to give them quotes for their news articles, electronic magazines, etc. This helps you get featured in high-authority publications, which improves your site’s credibility. I’ve helped many clients secure these valuable links.
HARO was the most popular platform that connected such journalists and experts– but it has shut down. If you’re interested in media placements, you should check out my favorite HARO alternatives.
↳ Broken Link Building
Another legit (and slightly easier) way to get quality backlinks is to find broken links on quality sites in your niche and suggest your content as a replacement.
It has a higher success rate because it’s a win-win. You help the webmaster fix a problem, and you earn a natural backlink.
I use Semrush to find my competitor’s broken backlinks.
Open Backlink Analytics, enter any competitor’s domain and click Analyze.
Go to Indexed Pages and check Broken Links. This will give you a list of your competitor’s broken backlinks.
You want to look for links with a 404 error, which means that page is missing.
To see which domains are referring to your competitor’s broken link, click the Backlinks number next to that broken link.
Now, you’ll have a list of prospects you can reach out to and offer your substitute content/page in place of your competitor’s broken link.
Stay Away From PBN Backlinks
PBN backlinks are just too risky, and it’s best to steer clear for them. If you hire an SEO, and they suggest buying PBN links, or any links at all – run! You should rather invest your time and money in building quality content and earning natural backlinks.
Check out these guides to earn legit backlinks:
↳ How to earn international backlinks?
↳ How to get backlinks from .gov websites?
↳ Best HARO alternatives to earn media backlinks.
↳ How to get backlinks for an ecommerce website?
Frequently Asked Questions
PBN links do not break any laws, but they violate Google’s guidelines. I recommend you avoid using them because you risk severe penalties that hurt your rankings and damage your site’s reputation. You may gain short-term benefits, yet you risk long-term harm when search engines devalue these manipulated links.
You might see a short-term boost from PBN links, but modern algorithms catch these links quickly. I have observed gains vanish as soon as Google adjusts its filters. Relying on these tactics exposes you to high risks, and you miss out on building natural, quality links that establish lasting authority.
You need to check for red flags like low traffic, excessive outbound links, and thin or generic content. I suggest using tools such as Ahrefs, Semrush, or Moz to analyze the site’s backlink profile and traffic data. Look for repeated design elements and similar hosting details that signal a private blog network.
A PBN directs link juice to one target site using multiple sites with similar footprints, while a link farm consists of sites linking to each other to boost overall rankings. I advise you to avoid both tactics, as they increase your risk of penalties and do not build authentic authority through quality, natural content.
I advise you to disavow PBN links only if you observe negative impacts or receive a penalty notice. Review your backlink profile using tools like Semrush’s Backlink Audit, mark suspicious links, and export the list. Then, submit a formatted disavow file via Google Search Console after confirming those links harm your site.
Not all networks of sites carry risk. Many networks serve legitimate purposes like branding and navigation. You must focus on intent; if a network exists solely to manipulate rankings, it becomes risky. I advise you to choose strategies that build genuine trust and sustainable authority rather than relying on manipulative networks.
Backlinks come in three types: natural editorial links earned by creating valuable content, manually built links acquired through outreach and guest posting, and low-quality, automated links often generated by directories or link-building software. Focus on earning natural and manually built links, as these high-quality backlinks boost your site’s authority and rankings effectively without risking penalties.
I define Tier 1 backlinks as links from high-authority, editorial sites that deliver substantial ranking power. Tier 2 backlinks support your Tier 1 links by coming from moderately authoritative sources, while Tier 3 backlinks usually consist of low-quality links that inflate numbers but offer little value. Prioritize building and maintaining strong Tier 1 links for lasting results.
The most powerful backlink comes from high-authority, editorially approved websites that publish original content relevant to your niche. These links carry strong trust signals and significantly boost your rankings. I advise you to focus on earning natural, high-quality links through guest posting, exceptional content creation, and proactive outreach, as they provide the most lasting and impactful SEO benefits.