link-building so we're gonna talk about
today a very specific little sliver of
the topic too so gray hat versus white
hat link building and me personally I
kind of got out of the or not kind of I
completely got out of the gray hat link
building but like business and
application just because I've had like
too many bad experiences getting
penalized now there are pros and cons to
each of these and that's what we're
gonna look at in this video today let's
talk about white hat versus gray hat
I was checking out pretty cool article
over at Moz now the article is a little
bit dated but it's called
the good the bad and ugly of link
building and it defines white hat and
black hat link building very well now
we're really gonna be talking about grey
hat link building versus white hat link
building but let me quickly define the
black hat area now do check out the link
to the original Moz article you can have
a look at it there's more details and
stuff if you actually want me to go
deeper on these topics leave a comment
below and let me know specifically what
you want to know about black hat is like
illegal stuff it's like hacking
someone's site and inserting links it is
like hiding links and cloaking things
and doing things that are generally like
actually illegal now grey hat is stuff
that is not illegal but it violates the
terms of service or the webmaster
guidelines that Google has so Google has
these webmaster guidelines they don't
want you to exchange links at scale they
want you to you know be cool basically
so just remember white hat follows the
rules that Google lays out for web not
gray hat is like private blog networks
it's using web 2.0 s it's using like
automated link building techniques stuff
like that or it could even be you know
buying links on different sites right
those things are not cool in Google's
eyes but they are not illegal black hats
illegal gray hats in the middle white
hat follows the rules
so that's what we're gonna debate today
just curious before we even get into it
let me know in the comments do you think
white hat or black hat is the way to go
and why I think we'll have some great
discussion on that and today I'm going
to talk about the pros and cons of each
I'm Doug Pennington I talk about Amazon
affiliate marketing and project
management a little productivity thrown
in there too I've had experience with
both white hat and gray hat link
building in fact a link to a couple
videos in the description where
basically I had really bad experiences
using grey hat techniques now I was
probably you know inexperienced I was
sloppy I wasn't really careful with how
I was doing gray hat activities but
frankly I was so naive I didn't know any
better I just learned about SEO and
internet marketing and I was just doing
what my mentors were telling me you know
even when you look back at people who
are white hat now when you look back at
what they were doing people like Spencer
Hawes at niche pursuits people like Pat
Flynn smart passive income they
literally did gray hat techniques and
that's how they got started with their
niche sites right that's what we were
all doing and I got started in 2013 and
then updates algorithm updates happen
and you know people have sites penalized
bad things happen bad things happen to
me and again I have a couple of stories
I won't go into them here but I am
reformed right so I used to do gray hat
stuff and I got burned so I don't do it
anymore I just do white hat link
building at this point
occasionally right I'll test it a new
technique that I hear or I'll test on a
very small level you know certain ideas
but I recommend a white hat link
building so I just want to get that up
front while I'm outlining the pros and
cons so for white hat link building
let's look at some of the pros number
one inherently there's a little bit less
risk if you're getting organic traffic
from Google there's always some risk
that your traffic could be impacted
right you don't control that portion but
as far as you know a risk level if
you're doing white hat link building
it's a lower chance that you're gonna
get your site penalized by
natural links some sort of a penalty
like a manual penalty less likely that
you're gonna have some sort of impact
from an algorithm update or at least a
negative impact way less likely if
you're selling your Amazon affiliate
site or any kind of site and you have
only white hat links to it there's a
good chance more people are gonna be
interested in purchasing that because of
the lower risk factor right so if
someone's buying a site they're trying
to make an investment they want to get a
positive ROI and if there's less risk on
the traffic source right then that's
better more people are gonna purchase it
in fact a site that I sold for two
hundred thirty five thousand with a
business partner
we literally converted the site from a
gray hat to white hat and we had more
offers on it because of that now could
we actually you know test or check if we
had more offers or better offers because
of it not really it's not a scientific
study or anything like that
but we did have some very nice offers
because it was why was it worth it I
don't know that's up for debate but it
was a cool project I'll put a link if
you're interested in that story by the
way the last thing the last Pro that
I'll mention for white hat link building
it's just some sort of a proudness or an
ethical factor right so if you're
playing by the rules some people not
everyone but some people would feel
better about that so when you're talking
to your friends or your family and
you're telling them about what you're
working on and you're like yeah we you
know promote our site by networking with
other people maybe we contact
journalists and let them know about our
site and we hope we get backlinks that
sounds pretty good versus yeah we have
this automated software you know we
build links are not real and that's how
we rank so we just you know sort of spam
the internet and trying rank that way it
doesn't sound as cool right I'm not
proud to tell people that's what I'm
doing and that's literally what I was
trying to do back in the day and I felt
a little weird about explaining what I
did now again there's some proudness
factor some people don't care about that
that's fine I sort of care about that
and I I would prefer to
to share this story where you're going
out you're trying to do good work and
share your content with other people so
that they will share it as well
some people don't care about that stuff
that's cool cons for white hat and link
building so number one I could tell you
before I started doing white hat link
building it scared the crap out of me I
didn't know what to do and I thought hey
I want to get a guest post on someone's
site I read these guides from neil patel
and from brian dean a backlinko and a
few other sources out there and I
thought hey I'm gonna try to do this
guest posting stuff but I was so nervous
because I thought no one would like want
to hear from me and I didn't think
anyone would actually link to my site so
I thought if I even tried to send a
guest post out that it wouldn't work it
turns out it's not that hard like once
you get started it's not that bad now it
is hard to get started and I like I said
I was quite nervous at the beginning but
once you get going it's not so bad the
other part and the other argument that I
hear often is that it will be slower if
you do white hat and link building
you're not gonna rank as quickly and
it's just gonna be slower and a lot of
people are impatient right especially if
you're just getting started you think
hey maybe I can go to Fiverr I saw like
some sort of ad for you know guest post
and it's only ten bucks why don't I do
that you know it's a guest post after
all right that's white hat the problem
is if you could just buy your way out of
a problem for cheap it's probably not
gonna work cuz let me tell you if it
worked then I would just buy a bunch of
guest post links from Fiverr or some of
the other you know products or you know
SEO ranking things that they sell on
Fiverr if it was cheap and easy everyone
would do it
so if you find a cheap easy what you
think is a solution it's probably not
going to work this would be listed as a
con but I don't know if it's valid it's
definitely up for debate now the thing
is I've talked to many many niche site
owners and experienced ones who have
portfolios of sites many many sites
across the board it sounds like it takes
about six months to get rolling right it
takes about six months to start getting
significant amount of traffic
is it just takes a little longer to rank
and it takes a little more work I think
it's roughly equal whether you do gray
hat or white hat it's gonna take around
the same amount of time it's up to you
you know it's a different set of
activities so if you do white hat or
grey hat it may take the same amount of
time but it's a different skill set
different type of activities so it's
kind of up to you before we go on to the
gray hat stuff let me know in the
comments if you have any other pros or
cons but I missed four white hat really
interested in hearing what you think as
well and if you're not subscribed hit
subscribe would love to have you on
board
moving on to the gray hat area let's
talk about the pros so number one there
is a perception and it may be true that
it's easier to outsource gray hat
link-building there's a couple reasons
for that
number one you could buy backlinks on a
private blog network now the terminology
is a little off there right if you could
buy links on a network it's not private
okay so first of all it's a public
network if you if a general person could
go and buy then does not private it's
actually public but the point is you can
buy links on a network that can
potentially help you rank well I have to
agree in a lot of ways it is easier and
a little bit more sort of like you know
what you're gonna get if you buy grey
hat backlinks you know it's on a network
somewhere and you could just buy them
and move on with your life right so
again it's may be easier to outsource
versus white outreach the problem with
white hat outreach if you outsource it
is you never know what you're gonna get
people may be buying links on a network
and saying it's guest post right so you
may not know that they may be reselling
things and there's just not much
transparency in the link purchasing and
the link selling you know SEO world
there's not a lot of transparency
there's a lot of bait and switch and a
lot of Link's being sold that actually
are terrible the new person doesn't know
that they're terrible links another Pro
for grey hat link building is you
control the links a little bit more
let's say you own your own network
you own a private blog network it's
truly private and there's good domains
there fantastic you're doing all the
right stuff so that you won't get caught
by Google you're not leaving a footprint
or anything like that
and you can control the anchor text
exactly that is a huge benefit and
you're able to you know optimize for
certain keywords and you could just
change it and update it whenever you
want
that's a pretty big benefit if you're
guest posting if you're doing white hat
link building you usually don't have
that level of control because you don't
on the website you can even try and do y
hat guest posting where you put in your
link and your being conservative and
everything and then the site owner
removes your link that happens right it
happens often and I will mention this
one although again I don't know if it's
true a lot of people will tell you that
if you do grey hat link building it is
faster than white hat link building as
far as like getting traffic to your site
and ranking now I don't know that that's
true I think it still takes a decent
amount of time to do either type of link
building and actually the ranking google
again you have the sandbox period of
about six months that you have to work
through and you know just in general you
got to get links somewhere and it takes
a little while for those links to kick
in don't matter the source now for cons
of grey hat link building in a lot of
ways these are just the opposite of like
the white hat pros so number one for
grey hat link building there's more risk
all right so if you're doing things that
literally violate webmaster guidelines
there are checks out there to find
people that are violating these things
right so can you get away with it
yeah potentially there's a lot of people
that are getting away with it using any
number of grey hat techniques however if
you are violating the terms that Google
lays out for us you could get caught
right you could be found out again there
are checks sometimes you can get a
manual penalty and that's no good right
like if you're making money that's a
problem the interest
thing is when you first get started
you're not making much money you're
willing to take more risks but as you
become successful as you go from zero
dollars per month to a thousand to ten
thousand dollars per month when you get
a penalty and you're making ten thousand
dollars a month that's a big deal right
it hurts a lot but you started making
zero and you were taking more chances
but if you don't get rid of that risk it
becomes a really big sort of liability
out there another con is if there's an
algorithm update a Google algorithm
update you potentially if you're doing
grey hat link building a whole set of
links potentially right it could lose
value a whole like set of links could
lose value and it could hurt your
rankings so algorithm updates are a
little bit risky when you outsource grey
hat link building you never know how
good the quality is gonna be now if
you're working with a good service you
may have a better chance but a lot of
times you know these links are breaking
the rules anyway so the quality could be
suspect just I mean by default a lot of
times what happens also is someone has a
network and they're selling links on it
and it can be fine for years right it
could be fine for years but over time
the more people that are on that network
and the more sites that are using that
network it can become an issue it can
actually start leaving a footprint and
networks have been brought down this
happened before my time I think it like
2010 2011 2012 like networks were
infiltrated and then all the links were
sort of de-index and devalued even if
your site wasn't penalized if you had a
lot of links from a network that was
sort of taken offline Google didn't
recognize those links anymore your
rankings went down on your site even if
it wasn't penalized most of your links
went away so the thing is you know if
you're using grey hat backlinks things
could happen right things out of your
control
it is more risky in a lot of ways now
there is still risk even if you're doing
a white hat link building so you can
have a site receive negative SEO those
are sort of like bad links pointing to a
site and your site can get
penalize it can get hit with a manual
action and the rankings could drop you
may have to go in there and disavow your
links and try and recover it now I know
people that this has happened to you and
they were able to recover but the fact
is if you are getting your traffic from
Google there is some risk and I argue
that if you're doing white hat
activities your risk is a little lower
if you're doing gray hat your risk is
higher if you're doing black hat well
your risk is much higher in your you
know potentially facing like criminal
activities and charges and stuff so
overall I recommend white hat link
building for someone like me who is
risk-averse and I have time I want to
build a long term asset I say go white
if you're a little more risky maybe
check out grey hat if you're interested
in checking that stuff out there's a lot
of people out there that specialize in
gray hat link building can do very well
with grey hat link building it's just
not my thing
question of the day do you like white
hats or grey hat and why let me know in
the comments below I think we'll have a
great discussion down there
I'm Doug Huntington and if you're still
watching and means you probably liked
the video if you're not subscribed
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