We don’t typically use PBN’s (Private Blog Networks), and here’s why:
Our soul purpose is that we are here to ensure that our client’s Digital Marketing program will sustain for the long haul. Usually unsustainable “Ranking” is done using PBN’s. Typically a PBN is a previously owned domain that has some good metrics to it. An SEO company will then purchase this domain, put some content on it, sometimes related to its theme, sometimes not. These “Gurus” will hyperlink that content to your site or perhaps a couple of sites. Then forget about it and let it sit there until they want to use the same PBN for another client at which time they would put some more content with links to that new client. It sits there dead, it’s not doing anything, it has no traffic, has no new inbound links to show Google that people are interested in that blog content.
And believe me when I tell you there are many, many non-organic ways to create faux traffic and links. In the industry, this is known as Black Hat SEO. What’s really sad is that some SEO companies advertise this as being organic, but they never reveal to the customer exactly how it’s done…citing “proprietary information”. It is not! Some of these PBN’s are created quickly and look ugly, they have no useful purpose, except for manipulating the search engines by linking their juice to your site. Some of them are from “BAD” neighborhoods that Google spots and penalizes. Now this does work (for a short period of time). Believe me, I know! I know companies who do this. They purchase or “scrape” for these domains, get them for $50-70 and up-charge customers horrendously. But this is where Google draws the line. Google is continually fighting against this type of manipulation (as seen in their latest patent) and they don’t want to give any authority or trust to a site that does not serve a useful purpose to their users. How many times have you searched a term and irrelevant topics came up? I bet you blamed Google for this. It is not Google’s fault; it is the fault of those who are trying to manipulate Google’s algorithm to rank a customer’s money site. These PBN’s have a five-year cycle typically. The reason for this is that Google employs hundreds of Ph.D. software engineers to tweak continually their algorithm. Why, to rid these manipulative individuals whose only goal is to rank their client on page 1. With no concern or care about the person that is searching for that information and whether their client makes money from that ranking. Ranking and having a good ROI is NOT the same!