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One of the big myths about SEO is that it is divided into “white hat” and “black hat” camps, and that “black hat” SEO is somehow more powerful but also capable of getting you into serious trouble with Google. It’s a myth for a few reasons: first, there is no division — there’s a simple continuum between “SEO tactics Google won’t ever penalize you for” and “SEO tactics Google will always penalize you for.” The vast majority of top SEO practices fall somewhere in the middle, under the umbrella of “tactics Google will penalize you for if you are too obvious about using them.”
Within that zone, there are in fact practices that are more powerful and more prone to getting you into trouble if you aren’t careful…the “more black-hat-ish” practices, if you will. One of those is the practice of creating your own juice by means of crafting dozens-to-hundreds of websites and deliberately linking them all together in a funnel so that their combined juice flows into the one page you actually want to see ranked.
It’s typically called a “Private Blog Network,” even though the pages involved are rarely actual blogs. They can be, and usually are, a wide variety of page types including
The basic concept is that you create a variety of these pages — say a dozen — that all link to your landing page, and are all relevant but clearly not commercially related to it. Then you link these dozen pages to one another, to ensure link equity is shared evenly among them. Then, you create a dozen more pages for each of those pages, and you link those dozen pages to each other. If you’re truly dedicated, you can even go one more layer up.
The end result is that you get link juice flowing from a HUGE network of sites all through to your landing page, making it significantly better at ranking. The danger, of course, is that if you aren’t incredibly careful about how you build the network, Google will catch on and sandbox your landing page entirely. Like we said — extremely powerful, but dangerous if you don’t know exactly what you’re doing.