Podcast Summary: Grumpy SEO Guy – "Should You Hide Your PBN Sites for SEO?" (Episode 93)
Host: Grumpy SEO Guy
Release Date: January 29, 2025
Duration: Approximately [00:00] to [End]
Introduction
In Episode 93 of the Grumpy SEO Guy podcast, the host delves into a contentious topic within the SEO community: the concealment of Private Blog Networks (PBNs) for search engine optimization purposes. Titled "Should You Hide Your PBN Sites for SEO?", Grumpy SEO Guy aims to dispel myths, clarify misconceptions, and share his extensive experience from running an SEO agency for 14 years.
Evolution of PBN Practices
Grumpy SEO Guy begins by tracing the evolution of his agency's PBN strategies. Initially, transparency was key; clients were provided with comprehensive lists of PBN sites used for their backlinking needs. This included detailed metrics such as Domain Rating (DR), Domain Authority (DA), and PageRank (PR), along with target keywords and client site information. As he states at [00:02]:
"We always provided a list of the websites that we use to our clients, mostly because I wanted them to see how great they were."
However, this openness led to unintended consequences. A particular incident with a client attempting to create Tier 2 backlinks resulted in spammy links that compromised the quality and integrity of the PBN sites. Reflecting on this at [00:15]:
"We have a PBN that is actually private. And you know what, sometimes people have a problem with that."
This experience prompted a pivotal shift in their approach, moving from transparency to strict confidentiality to safeguard their PBN's integrity.
Defining PBN and Private Blog Portfolio
Grumpy SEO Guy clarifies terminology to avoid confusion. He distinguishes between a "Private Blog Network" and a "Private Blog Portfolio":
"A 'network' suggests that the domains are linked to each other. A network literally is stuff that is linking to each other. ... A portfolio is not linked to each other, and you definitely should avoid linking your sites together." ([00:25])
This nuanced definition underscores the importance of maintaining independence among PBN sites to prevent detection by search engines like Google.
Challenges with Providing PBN Lists
The host discusses the pitfalls of sharing PBN lists with clients. Initially, providing detailed information seemed beneficial for client transparency and showcasing quality. However, it opened the door to misuse, such as clients generating unwanted Tier 2 and Tier 3 backlinks that degraded the PBN's value. Referencing Episode 77, he notes:
"As you know from episode 77, which is called 'What are Tier 2 and Tier 3 backlinks? Are they helpful?', this is probably not a good thing."
The fallout from such incidents led to the implementation of Non-Disclosure Agreements (NDAs), restricting clients from further exploiting the PBN resources. Despite these measures, ongoing issues necessitated a complete cessation of sharing PBN lists, as he elaborates:
"We eventually had to stop doing this because we want to keep this from happening. So, we're not giving you a list anymore." ([00:35])
Protective Measures Implemented
To enhance the security of their PBN, Grumpy SEO Guy outlines several protective strategies:
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Non-Disclosure Agreements (NDAs): Clients must sign NDAs preventing them from distributing or misusing PBN lists.
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Hiding PBNs from SEO Tools: The agency took steps to obscure their PBN sites from common SEO tools like Ahrefs and SEMrush. As he explains:
"We started hiding our PBN sites. So now the common software like Ahrefs and Semrush and such will not find our PBN sites." ([00:45])
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Rebranding PBNs to Private Blog Portfolios: This rebranding emphasizes the non-networked nature of their blog assets, reducing the risk of detection through interlinking patterns.
Balancing Transparency and Security
Grumpy SEO Guy acknowledges the dilemma between maintaining client trust and protecting the PBN's secrecy. While some clients may demand transparency to verify backlink quality, others may inadvertently harm the PBN through malicious actions. He shares a relatable scenario:
"You might have emails from your competitors that are saying, hey, would you give us a link too? Now, you own these websites, so you can't." ([00:50])
This situation highlights the delicate balance SEO professionals must manage between openness and safeguarding their link-building assets.
Should You Hide Your PBN?
The central question of the episode revolves around whether SEO practitioners should conceal their PBNs. Grumpy SEO Guy offers a nuanced perspective:
"If you built your own PBN yourself to promote your domain, you probably don't need to hide that from competitors." ([00:55])
He suggests that for those using PBNs solely to enhance their own site's ranking, hiding may be unnecessary. However, for agencies managing multiple clients’ backlinks, increased discretion could be warranted to prevent clients from exploiting or damaging the PBN.
Practical Guidance on Hiding PBNs
While the episode refrains from providing technical how-tos, Grumpy SEO Guy points listeners toward resources for implementing PBN concealment:
"If you search for things like how to block backlink crawlers or that kind of thing, you will probably find articles that will explain how to do it." ([01:00])
He advises leveraging robots.txt directives and other SEO best practices to minimize the visibility of PBN sites to backlink analysis tools.
The Future of SEO and Backlink Confidentiality
Grumpy SEO Guy reflects on the dynamic nature of SEO, particularly the ongoing battle between backlink transparency and concealment. He narrates the historical shifts in SEO practices and Google's countermeasures:
"As SEO happens, people realize that backlinks are important and they start using things like PR to sell backlinks. Then Google says, we're not going to show this anymore because people are leveraging it." ([01:10])
This continuous cat-and-mouse game necessitates that SEO professionals remain adaptable, constantly refining their strategies to stay ahead of search engine algorithms and competitor tactics.
Conclusion and Final Thoughts
In wrapping up the episode, Grumpy SEO Guy reiterates the importance of evaluating one's own SEO practices in light of the discussed strategies. He emphasizes that the decision to hide a PBN should be based on individual circumstances and risk assessments:
"I'm not gonna say that you should or you shouldn't, but I'm gonna say you should probably think about what I said in this episode and see if that seems like something that feels right to you." ([01:15])
He encourages listeners to critically assess their own SEO needs and adopt protective measures as deemed necessary.
Key Takeaways
- Transparency vs. Security: Balancing client trust with the need to protect PBN integrity is crucial.
- Evolution of PBN Strategies: Adapting practices over time is essential to mitigate risks associated with PBN misuse.
- Terminology Matters: Distinguishing between Private Blog Networks and Private Blog Portfolios helps in strategizing SEO efforts.
- Protective Measures: Implementing NDAs and concealing PBNs from SEO tools can safeguard against unwanted exploitation.
- Informed Decision-Making: SEO professionals should assess their unique situations to determine the necessity of hiding PBNs.
Quotes
- "We always provided a list of the websites that we use to our clients, mostly because I wanted them to see how great they were." ([00:02])
- "We have a PBN that is actually private. And you know what, sometimes people have a problem with that." ([00:15])
- "A 'network' suggests that the domains are linked to each other. A network literally is stuff that is linking to each other. ... A portfolio is not linked to each other, and you definitely should avoid linking your sites together." ([00:25])
- "We started hiding our PBN sites. So now the common software like Ahrefs and Semrush and such will not find our PBN sites." ([00:45])
- "If you built your own PBN yourself to promote your domain, you probably don't need to hide that from competitors." ([00:55])
- "If you search for things like how to block backlink crawlers or that kind of thing, you will probably find articles that will explain how to do it." ([01:00])
- "When SEO happens, people realize that backlinks are important and they start using things like PR to sell backlinks. Then Google says, we're not going to show this anymore because people are leveraging it." ([01:10])
- "I'm not gonna say that you should or you shouldn't, but I'm gonna say you should probably think about what I said in this episode and see if that seems like something that feels right to you." ([01:15])
Final Notes
Grumpy SEO Guy concludes the episode by inviting listeners to engage further by subscribing, leaving reviews, and suggesting topics for future discussions. He underscores his commitment to providing actionable, experience-based SEO insights without the clutter of ineffective strategies.
For more information or to connect with Grumpy SEO Guy, listeners can reach out via email or support the podcast through Patreon at patreon.com/grumpyseoguy.
This summary captures the essence of Episode 93, offering a comprehensive overview of the discussions on hiding PBN sites, the reasoning behind such strategies, and practical considerations for SEO professionals.