In a column that many industry insiders may find brave for someone to write, Gary-Adam Shannon has news for White Hat link builders that they probably don’t want to hear. In “White Hats: This is Why You’re Getting Beaten,” Shannon makes this statement:
“With all things being equal, budgets matching and balanced resources, there is absolutely no way limiting your strategy to white hat will ever beat a black hat strategy.”
Shannon goes on to say that combining “white hat” and “black hat” procedures in link building (or Grey Hat) is not only the way things get done these days, it’s the only way things get done. He says someone with a lot of experience in Black Hat can skillfully combine his tricks to make them look white hat.
The stories you hear about black hat link builders going bad, Shannon says, are usually stories about inexperienced beginners. Having an experienced black hat builder on your team is vital in today’s fiercely competitive market.
If the idea of black hat makes you nervous, Shannon suggests creating a new webpage; one that uses black hat techniques. Then compare its performance over your current white hat site. If for some reason, your black hat site get’s tagged and penalized, you still have the white hat side to fall back on. Shannon says your chances of even being caught using black hat techniques anymore are next to nil, due to Google and Bing trying to outdo each other.
Shannon’s main point is that it’s time for link builders to evolve. Or as he puts it, “Life isn’t fair, and neither is the search business.”
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