private blog networks, social media sharing, inbound marketing,

Inbound Marketing: How do Private Blog Networks and Business Blog Communities Differ?

Private Blog Networks

Private Blog Networks (PBNs) where quite common 3 or 4 years ago.

The name Private Blog Network is quite literal. It is a privately owned network of blog websites.

A company would boost the search ranking of their main site, by buying a hundred or so domains, bring up a website in each of those domains, and link from those domains to their main site.

The defining characteristic of a PBN is the overall link structure is hierarchical, which is to say all links led eventually back to the main site.

Because PBNs are artificial, and because the use of them became prevalent, Google rendered them ineffective a few years ago in an algorithm update.

Social Media Promotion

On the other end of this spectrum, we have links to websites which are obtained by promoting blog posts, often through social media.

The posts that are good attract links because they’re good.

This leads to an overall link structure that is web like, where lots of sites link to lots of sites where some sites have a few (small businesses) while others have a lot (LinkedIn, Wikipedia, etc).

The defining characteristic of this link structure is that it’s not hierarchical.

Blogging Communities

Are similar to social media promotion, but among a smaller group of people and a smaller set of websites where the members of community all expect to gain in search ranking from the overall activity of the community.

It’s helpful to think of a blogging community as a small social media network.

It does need to be large. Hundreds of members is much better than dozens, and as the size of the community grows, it’s value to the members also grows.

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