Podcast Summary: Grumpy SEO Guy – Episode 111: How to Make a PBN (Correctly), a Review
Podcast Information:
- Title: Grumpy SEO Guy
- Host: Grumpy SEO Guy
- Episode: How to Make a PBN (Correctly), a Review - Episode 111
- Release Date: June 4, 2025
- Description: Everything I've learned in 14 years of running an SEO agency. Learn how to get, and keep, websites at the top of the search engines. If you listen to this podcast you will know more about how the SEO industry works than 99% of SEO "professionals."
Introduction and Context
In Episode 111, Grumpy SEO Guy delves into the intricacies of building a Private Blog Network (PBN), also referred to as a Private Blog Portfolio (PBP). The host emphasizes the episode’s goal: to provide a comprehensive and correct approach to constructing a PBN, a strategy crucial for enhancing website authority and search engine rankings.
Notable Quote:
“I'm grumpy today because a lot of people make their PBNs wrong. Let's talk about how to not do it that way.”
[00:00]
Understanding PBNs vs. Private Blog Portfolios
Grumpy SEO Guy differentiates between the traditional term "Private Blog Network" and his preferred term "Private Blog Portfolio." He argues that "network" implies interconnectedness between sites, which can create noticeable footprints leading to penalties from search engines. In contrast, a portfolio suggests a collection of independent sites without direct connections, minimizing the risk of detection.
Notable Quote:
“I prefer the term private blog portfolio because it really is a portfolio of domains that you're using. It is not a network.”
[07:31]
Importance of Authority in SEO
A central theme of the episode is the critical role of authority in achieving high search engine rankings. Grumpy SEO Guy dispels the misconception that content alone reigns supreme in SEO. Instead, he emphasizes that backlinks are the primary driver of authority, which in turn influences rankings.
Notable Quote:
“The only place to get authority is backlinks from other websites.”
[10:38]
The Four Key SEO Factors
Grumpy SEO Guy outlines four essential elements required to rank effectively:
- No Penalties: Ensuring the website is free from search engine penalties is the top priority.
- Content: While content quality isn’t a direct ranking factor, having content is necessary.
- Relevancy: The website's content must be relevant to the search queries it aims to rank for.
- Authority: Acquired primarily through backlinks from authoritative sites.
Notable Quote:
“There are four things. One, no penalties… Two, you need content… Three, you need relevancy… And four, you need authority.”
[07:47]
Methods to Obtain Backlinks
Grumpy SEO Guy discusses four primary methods to acquire backlinks, each with its own set of challenges and effectiveness:
- Do Nothing: Relying on organic backlink acquisition is generally ineffective for new or low-authority sites.
- Buy Backlinks: Caution is advised as many sellers offer low-quality or spammy links.
- Link Outreach and Guest Posting: Typically yields a low success rate (~5%) and requires significant effort.
- Build a Private Blog Portfolio: Despite being considered "black hat" by some, this method is widely used by successful SEO professionals for its reliability in sharing authority.
Notable Quote:
“If you are serious about doing SEO, you're not gonna learn how to be successful in a 10 minute episode.”
[05:52]
Building Your Private Blog Portfolio
Acquiring Domains
The foundation of a PBN lies in the selection of authoritative domains. Grumpy SEO Guy advises purchasing expired or existing domains with prior authority rather than starting with new, low-authority domains.
Key Considerations:
- Authority: Prefer domains that have existing backlinks and a history of reputable use.
- Cost: High-authority domains are more expensive, often fetching higher prices at auctions.
- Due Diligence: Thoroughly vet domains to avoid those previously associated with spam or irrelevant content.
Notable Quote:
“It's like starting from a strong foundation instead of being a noob."
[16:09]
Hosting Considerations
To avoid creating footprints, each site in the PBN should be hosted on separate IP addresses and servers. Grumpy SEO Guy warns against using shared hosting services or SEO-specific hosting providers that might cluster all PBN sites together, making them easily identifiable to search engines.
Key Points:
- Unique Hosting: Ensure each site has its own hosting environment.
- IP Diversity: Avoid "C class hosting" where multiple sites share the same IP block.
- Avoid SEO Hosting Providers: These services often inadvertently signal that multiple sites are part of a PBN.
Notable Quote:
“You need different hosting for every site, and there's more specifics that you need to pay attention to when it comes to IP addresses and hosting.”
[21:05]
Content Strategy
Population of the PBN sites with unique, regular-looking content is crucial. Duplicate content or overly optimized posts can reveal the network's artificial nature. The content should mimic natural websites to prevent detection and ensure longevity.
Best Practices:
- Use WordPress: Preferred for its flexibility and widespread use, minimizing footprint concerns.
- Unique Themes and Designs: Avoid uniform appearances across all PBN sites.
- Diverse Content Lengths and Styles: Vary post lengths and writing styles to enhance authenticity.
- Initial Content Population: Upload several posts before adding outbound links to make the site appear established.
Notable Quote:
“A good private blog network site should look like a regular website that you would see on the Internet.”
[27:20]
Avoiding Footprints
Maintaining the anonymity of the PBN is paramount. This involves ensuring that no common elements (like shared hosting, identical themes, or similar content patterns) link the sites back to each other or to the portfolio owner.
Key Strategies:
- Unique Data: Each site should have distinct WHOIS information, hosting providers, and design elements.
- Consistent Monitoring: Regularly check for potential footprints and adjust strategies accordingly.
- Redirect Management: Use 301 redirects for old or broken links to maintain the site's authority without exposing the network.
Notable Quote:
“Do not work with any hosting company who even offers or mentions SEO hosting on their website.”
[23:07]
Best Practices and Common Mistakes
Grumpy SEO Guy highlights several best practices and pitfalls to avoid when building and managing a PBN:
- Avoid Duplicate Content: Each site should offer unique value and content.
- Steer Clear of Spammy Niches: Domains previously used for spam can carry negative SEO implications.
- Monitor Link Interconnectivity: Ensure that PBN sites do not link to each other, which can create identifiable patterns.
- Regular Updates: Keep PBN sites active with fresh content to sustain their authority and appearance of legitimacy.
Notable Quote:
“Don’t create content or links on a site that makes it look like you're doing the same thing on multiple sites.”
[27:42]
Conclusion and Further Resources
Grumpy SEO Guy wraps up the episode by reiterating the importance of understanding and correctly implementing PBN strategies. He encourages listeners to delve deeper by revisiting previous episodes that cover specific aspects in greater detail, such as domain acquisition and hosting configurations. Additionally, he offers advisory services for those seeking personalized guidance.
Notable Quote:
“If you made it this far and you want to book an advisory call, you can email me@hellorumpyseoguy.com you have to pay because I charge for my time, but I don't charge for my information, which is why the podcast is free.”
[29:44]
Additional Resources:
- Episode 3: Detailed guide on acquiring authoritative domains.
- Episode 4: Comprehensive overview of hosting strategies to avoid footprints.
- Episode 5: Managing and maintaining PBN sites effectively.
- Episode 21: Understanding the role of authority in SEO.
- Episodes 37 & 39: Differentiating between good and bad backlinks.
Final Thoughts:
Episode 111 of Grumpy SEO Guy serves as a thorough guide for both beginners and experienced SEO professionals looking to build effective Private Blog Networks. By emphasizing the importance of authority, meticulous domain selection, unique hosting, and authentic content creation, the episode provides actionable insights to elevate SEO strategies while mitigating risks associated with PBNs.