PBN Evolution: Are Expired Domains Still King, or Do New Domains Rule?

Comprehensive Comparison: Expired vs New Domains for PBNs

Over the years, I have come across a variety of strategies that are meant to enhance search rankings, including PBNs (private blog networks), which have come to be regarded as somewhat controversial. For the purpose of this article, however, I want to reflect on my experiences and observations regarding one important question, which is whether to use a new or an expired domain for your PBNs.

Current State of PBNs in 2025

The Numbers Don’t Lie

Recent analysis of 915 expired domains (DR 20+) bought on GoDaddy over 14 days in February 2025 shows how SEOs are really using them right now. Only 3.82% of domains were used in PBNs. With rising costs and lower ROI, this tactic is clearly on its way out. This represents a dramatic decline from previous years, signaling a fundamental shift in SEO strategy preferences.

The data reveals telling patterns:

• Only 1% were repurposed for legit, white-hat websites.
• 22.9% were flipped – re-listed for sale after failing to deliver or never being used.
• 42.2% were used for money sites or redirects. In 9 out of 10 cases, they went to gambling projects targeting the Asian market.

Google’s Enhanced Detection Capabilities

Google penalties are very much alive in 2025. While Google’s algorithms have become smarter and more sophisticated, penalties remain a key tool for maintaining the integrity of search results. The search giant has significantly upgraded its detection mechanisms:

Algorithmic Improvements:

• Real-Time Algorithm Updates: Google’s algorithms update more frequently, applying penalties in near real-time for violations
• Automated Penalty Systems: While manual penalties were more common in the past, Google also uses advanced machine learning to detect violations

Manual Action Enforcement:

Google has reportedly taken action on sites participating in private blog networks, also known as PBNs. On September 18th, Google sent out widespread manual action notices via Google Webmaster Tools to these sites for “thin content” spam

In this article, I will provide details about myself, the fierce competitions I have encountered, and the circumstances surrounding these battles. This is relevant, in particular, for SEO specialists, even those who are not particularly experienced, as well as those who wish to peek behind the scenes of high optimization and more aggressive approaches. I would like to invite you to read this article with the understanding that this is a pretty touchy subject, and I hope to provide at least some clarity towards this practice.

Comparison Table: PBNs New Domains vs PBNs Expired Domains

Factor	New Domains PBN	Expired Domains PBN
Backlink Profile	No existing backlinks	May have existing backlinks (both valuable and potentially toxic)
Domain Authority	Starts from zero	Potential residual authority
Domain Age	New	Aged (potentially favorable)
Niche Relevance	Can be tailored precisely	May have relevant history, but might not align perfectly
Cost	Generally lower initial cost	Usually higher acquisition cost
Risk of Penalties	No prior penalties	Risk of hidden previous penalties
Acquisition	Easier to acquire, more options	More difficult to find quality options
Indexing	May face initial “sandbox” period	Often quicker to re-index if previously established
Branding	Full control over branding	Limited by available expired domains
Time to Rank	Typically slower to gain traction	Potential for quicker results if history is good

Expired Domains vs. New Domains: The 2025 Comparison

The Case for Expired Domains

Authority Transfer: These sites are often expired domains reacquired by webmasters for their built-in authority, providing immediate SEO benefits. These expired domains are valuable because they transfer established link equity to linked sites, boosting their SEO by association.

Historical Performance: We were seeing a ~20% pass rate on expired domains, so 1 in every 5 domains was giving a positive ranking boost. In contrast, 9 out of 10 aged domains received a positive ranking boost. This data from recent testing shows the effectiveness gap between different domain types.

Trust Signals: Google prefers older domains to brand new ones when it comes to awarding page rank. People view older domains as more trustworthy due to their longer existence.

The Rising Costs Problem

Dramatic Price Increases: The prices are constantly growing: a domain that cost $62 in 2015 sold for $1,025 in 2024 – a 10x increase in under a decade. This trend has continued into 2025, making PBN construction prohibitively expensive for many SEOs.

Quality Domain Scarcity: Expired domains with strong backlink profiles can cost anywhere from a few hundred to thousands of dollars. For example, a domain in marketing with 50+ referring domains, DR30+ can easily cost you between $2,000 and $3,000 each.

Network Costs: Now imagine building a network of 10 sites. Just the domains alone will set you back $20,000–$30,000, and these aren’t even premium-grade domains.

The Case Against New Domains

Lack of Immediate Authority: New websites need to gain this established credibility and, as such, typically do not contribute effectively to a PBN’s strategy. New domains necessitate a substantial time investment to establish authority from the beginning.

Detection Risks: Deleted domain has had its life cycle completely ended and reset. Anyone can register it at any registrar, just like a brand-new one. From an SEO perspective, it is better to go for expired domains because deleted ones can have their backlink profile completely reset.

However, new domains offer some advantages:

• Clean History: No risk of inheriting penalties or toxic backlinks
• Cost Effectiveness: Significantly cheaper initial investment
• Easier Network Building: No need to research domain history extensively

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Risk Assessment in 2025

Penalty Risks Have Intensified

Enhanced Detection: As Google becomes increasingly intelligent, it has the potential to uncover even the most sophisticated PBNs. The platform’s machine learning capabilities have dramatically improved since 2024.

Business Impact: If your PBN is discovered, the consequences can be severe – your target website and the entire network could face penalties or even be de-indexed from search results. This could result in a loss of traffic, rankings, and credibility.

Long-term Sustainability: Unlike SEO tactics that can be ignored, PBNs necessitate ongoing attention. Domains need to be renewed, content must be updated regularly, and hosting needs to be diversified.

ROI Analysis

Time Investment: It’s going to take you anywhere between 6-12 hours to find ten qualified domains. A “qualified” domain should have a Trust Flow of at least 15 and a Domain Authority of 15.

Maintenance Costs: To build a network, you must purchase multiple domain names and host them separately to prevent search engines from detecting them. Additionally, content creation is necessary to make the links appear legitimate, further adding to costs.

Quality Concerns: 95% of the domains are trash. And that’s being generous, making the sourcing process increasingly challenging and expensive.

What Reddit said about PBNs?

I just will attach few discussuions here

Another one here

Summary

Finally, one must keep in mind that the SEO universe is in a state of constant flux. Strategies that proved fruitful last week may not yield any results today and may come with some serious repercussions tomorrow. With that said, let us begin this quest and attempt to leave no stone unturned, being mindful of the impact our actions have on the cyber world at all times.