Purpose of PBNs
Do we still need to talk about the Private Blog Network? Everything has been said, written on this SEO strategy, there are countless conferences and posts that present how and why to create a PBN to boost the visibility of a site on Google and yet the subject is ultimately much broader than simply creating a network of nono-page sites built on expired domains, then an overview of the PBN universe today. From creation to finishing, including the different strategies and typologies of PBNs.
DEFINITION: WHAT IS A PBN?
How to give a good and exhaustive definition of a PBN? The simplistic translation would be Blog Private Network, so we have the concepts of “network” which implies “number”, the word “private” which delimits the field of action and “blog” which implies the simplicity of the support. To simplify, it is nothing more than a set of sites in a simplified format whose objective is clearly SEO with clearly established targets based on the volume. From how many sites can we talk about PBN? I will tend to say 5 depending on the typology of the PBN (point to which I will come back later)
SHOULD PBN BE USED?
Here is a real question and whose answer can only be fuzzy with a “it depends”, using a PBN strategy is not always the best solution to increase the visibility of your site on Google. On the other hand, it is nowadays the solution that makes it possible to pass a milestone when positions are fixed and above all it is a flexible solution that can be enriched over time. The establishment of a network of sites in the form of a real ecosystem is a formidable solution in the long term.
PBN HOW DOES IT WORK?
How does a PBN work in practice, whatever the type of PBN used, the idea of setting up a PBN is to create an ecosystem of links around the money site and in general to a specific page or category to go back to the SERP. The implementation of this ecosystem will largely depend on the volume of sites created and this is the difference with other netlinking techniques, the operation of a PBN is based on flexibility and flexibility of use. Listen to this podcast to learn more about SEO Marketing Speak.
We will therefore create sites to place one or more links to our money site, if necessary and occasionally interconnect our PBN sites (but not all of course) to create this ecosystem that Google will see as such and not as spam. Because finally a PBN is only a set of small thematic sites that send links to a reference site of a SERP as the background of thousands of other sites.
Don’t be afraid of the “bad quality” of a PBN, most of the web is filled with one- or two-page sites with old-fashioned themes, don’t think that Google detects a PBN as easily as that. The functioning of a PBN is ultimately simple and natural… a page that deals with a subject that makes a link to a reference site.
In my opinion there are 3 types of PBN, the first, which is finally the most famous, is the single-page (or two or three pages) it is the simplified version of the PBN, the idea here is to make the mass, 20, 30, 50… see more no frills, we send the link. The second typology is already more quality oriented, we will build a site of about ten pages with a more worked theme with a real ranking objective. In this case the different sites created will have to appear in TOP100 or 50 on competitive expressions. Finally, the last typology borders on the creation of competing sites, we are clearly here with a double objective which consists in sending SEO juice but also potential customers. We will therefore create sites that will have to position themselves as high as possible in the SERPs, generate quality traffic and even directly make the investment profitable.
EXPIRED DOMAIN NAMES
I have already spoken at length about the efficient use of expired domain names, they take on all their “flavour” in the creation of a PBN. In the idea of creating a PBN, there is intrinsically the idea of going fast and saving time, the use of an expired domain name takes on its full value in this sense. Mainly in the context of PBNs of typology one and two, why waste your time with new domains that you will have to push and enrich in connection.
A downside, however, is that the use of a new domain name cannot be ruled out. This can make sense, even if you then have to send links to these sites to give them SEO weight.
THE RISKS OF USING A PBN?
Zero risk does not exist in netlinking, the creation of a link by nature “unnatural” for Google, so yes there is always a risk of Google sanction if we create a PBN… past this distressing banality about netlinking, I will also go on to the classic warnings that Google sees everything, knows everything and that it is simple and easy for it to detect a PBN… No, setting up a PBN is no more risky than any netlinking strategy. We have known this since Penguin 1, it is not the support of the link that prevails, but we anchor it. The quality of the support becomes an aggravating factor when the anchors are over-optimised, but in itself and globally (there are always exceptions) the support is not a factor in itself that triggers the sanction.
So integrating a PBN strategy into a global netlinking strategy is not a risk, I would even tend to say the opposite, it gives naturality to the link profile, having weak and ultimately very natural trust links, it takes everything to make a world and even more in SEO.