We all want results, and we want them now. And when it comes to Google rankings, we know the value of getting to the top of the ladder as quickly as possible.
Dominating the first page and blasting your competitors out of the water could be life-changing for any entrepreneur, whether your business is big or small. So, it’s understandable that many website owners and link builders consider cutting corners, so to speak.
So, if white hat link-building refers to all the above-board link-building methods and black hat refers to everything that is a definite no-no, what is a grey hat, exactly?
What is grey hat link building?
Grey hat link building refers to SEO tactics that fall between the abovementioned strategies.
These techniques may not directly violate search engine guidelines but can still manipulate search rankings and are considered riskier. Some of the most used grey hat ink-building techniques can be categorized into the following four sections:
Grey hat strategy #1 – Paid links
This involves purchasing links from other websites with the primary goal of manipulating search engine rankings.
This practice violates Google’s Webmaster Guidelines, which explicitly state that buying or selling links that pass PageRank is against their policies. Paid links undermine the natural link ecosystem that search engines rely on to determine the authority and relevance of websites.
They can lead to artificial inflation of a website’s perceived authority, which contradicts Google’s goal of providing users with the most trustworthy and relevant search results.
While paying for links might be considered a black hat SEO technique, the lines become blurred when website owners (or webmasters) ask for an editorial fee for inserting a link.
Grey hat strategy #2 – Link exchanges
Link exchanges involve trading links between websites, typically without considering the relevance or quality of the linking sites.
While not explicitly prohibited by Google, excessive link exchanges solely for SEO purposes can raise red flags. Google’s guidelines emphasize the importance of natural link building, where links are earned based on the quality and relevance of content.
Link exchanges can create artificial link networks that manipulate search rankings rather than genuinely improving user experience or content relevance.
Direct link exchanges are riskier than three-way link exchanges, as direct exchanges are easier for algorithms to detect.
Grey hat strategy #3 – Guest blogging networks
Guest blogging is a legitimate way to build links if done on relevant, high-quality sites with original, valuable content.
However, when it involves guest blogging networks that exist primarily for link-building purposes, where content quality and relevance may be compromised, it becomes a grey hat technique.
If you’re unsure whether a website is a legitimate guest blogging opportunity, use a platform like Ahrefs, which can give you insight into the site’s organic traffic and traffic value.
Guest blog networks generally have a very low traffic value and should be avoided, while legitimate sites will have a traffic history dating back months or years.
Grey hat strategy #4 – Article spinning
Article spinning refers to rewriting existing content to create multiple variations or versions of the same article.
These spun articles are then distributed across different websites or article directories to create backlinks. This technique aims to deceive search engines by generating multiple links from similar content, which can dilute the quality of search results and provide little value to users.
Google discourages the use of spun content and encourages websites to focus on producing original, valuable content that enhances user experience and meets search intent. Spinning content is a lazy way of link building and might work initially, but ‘dumping’ old or reworked content always catches up with you and should be avoided.
If you need content for your site, speak to someone who understands the value of keyword research and grafting original, optimized content.
Grey hat link building – A risky business?
If not done correctly, grey hat link building can be risky. Here are a few potential consequences so you can decide whether to pursue this route.
Potential Penalties From Search Engines
Google and other search engines continuously refine their algorithms to detect and penalize manipulative SEO practices.
When detected, penalties can range from lowered rankings to complete removal from search results. This can significantly diminish the visibility and traffic that a website receives, impacting its overall effectiveness in reaching its audience and achieving business goals.
Impact on Website Reputation and Authority
Using grey hat link-building tactics can tarnish a website’s reputation and authority within its industry. A well-known saying goes, “A good reputation is more valuable than money,” and that’s certainly true in this case.
Search engines prioritize delivering trustworthy and valuable content to users. When websites are associated with bad practices like buying links or using private blog networks, it undermines their credibility.
As people browse your pages and notice inconsistencies in content or unnatural hyperlinks embedded in your content, they become weary and will eventually start viewing your site as spammy.
This untrustworthiness leads to lower conversions, and that’s the real issue, as converting a website browser to a money-spending customer is ultimately why you created your website in the first place.
So, if you’re after long-term success, keep a good reputation amongst internet users and Google bots.
Comparison with White Hat Link Building
Search engines, like Google, have a ‘code of conduct’ – industry standards that they want everyone to adhere to to keep the playing field level. By sticking closely to these webmaster’s guidelines, you can build a website that will appeal to the masses in the long run.
This is known as white hat SEO (white hat link building is just one part of the bigger SEO picture). White hat SEO techniques prioritize creating valuable content, optimizing website performance, and building natural, organic links.
Unlike grey hat or black hat tactics, White Hat SEO aims to enhance user experience and provide genuine value to visitors, aligning closely with search engines’ goals of delivering high-quality results. In other words – white hat techniques refer to just about any technique that puts the person before the algorithm.
Keeping real people happy will keep the algorithm happy!
Benefits of White Hat Strategies
Benefit #1 – Longevity
The primary advantage of White Hat SEO lies in its long-term effectiveness.
By following best practices and focusing on quality content and user experience, websites can build a solid foundation for lasting success. High-quality content attracts organic links and engages users, leading to improved rankings over time.
Moreover, websites that adhere to White Hat principles are less likely to face search engine penalties, ensuring consistent visibility and traffic growth.
No, you won’t see the effects of your white hat strategies as quickly as grey or even black hat strategies, but you’re far likelier to still have organic traffic a year or two down the link than your closest (black hat) competitors.
Benefit #2 – Builds trust and credibility with users and search engines
White Hat link building contributes to building and maintaining trust with both users and search engines. How so?
Well, websites demonstrate their expertise and reliability by focusing on creating valuable content and providing a positive user experience. When this content is linked to from other websites within the same niche, we add value to other articles on the net.
For example, let’s say there’s a blog on a website that has a complicated explanation of a specific subject. If they link to your site, where the reader can find a detailed explanation of one of the intricate sections, the algorithm will view you as a legit source on the subject—bonus points for you.
The more you can be a source of knowledge on different subjects in your general niche, the more sites will automatically link to you, and before you know it, you’ll be a subject matter expert.
Search engines like Google value websites that prioritize user satisfaction and adhere to their guidelines, rewarding these authoritative with higher rankings – that’s simply how algorithms work.
So trust and credibility not only enhance visibility and attract more organic traffic but also improve user engagement metrics such as time on site, bounce rate, and conversion rates.
How Batlinks.io can help with a white hat link building strategy
If the thought of white hat link building leaves you feeling overwhelmed and confused, we’re here to help. When you sign up with us, you’re joining a team that doesn’t just talk the talk – we are dedicated to helping your site rank better. Because your success means our success.
Here’s how Batlinks effectively uses three White Hat tactics:
#1 Guest Posts – We strategically utilize guest posts on prominent industry blogs and websites to showcase their client’s expertise and solutions. This not only enhances your credibility but also attracts targeted traffic from relevant audiences interested in your product or service. Check out our process.
#2 Link Insertions – We identify high-authority websites and opportunities within the client’s niche for link insertions. By offering to enhance existing content with relevant insights or resources, we secure valuable backlinks. Link insertions or niche edits are the bread and butter of any link-building campaign and, when done right, are a legitimate way of adding to a website’s backlink profile.
#3 Broken Link Building – By identifying broken links on reputable websites and reaching out to webmasters with replacement suggestions, we secure a win-win situation for all parties. That’s because by replacing these broken backlinks with URLs that actually point to fresh, informative content, we help internet users enjoy their browsing experience without having to deal with an annoying 404 message.
And the website that inserts the linking URL on the page wins because Google’s algorithm has one less reason to penalize them and ultimately our client scores a valuable backlink.
While going the white-hat SEO route might seem like a lot of effort, the overall SEO value is well worth it. Here’s a recent case study that proves how implementing these white-hat techniques has helped a client in the SAAS niche.
Conclusion
While grey-hat link building and grey-hat SEO might seem like a sure way to elevate your website’s visibility and domain authority, the risks are not necessarily worth the reward.
The issue often lies with how we perceive strategies in comparison with how search engines view them. We might think something is only borderline black hat, while Search Engines view it as 100% black hat SEO techniques, penalizing your site.
So, if you’re considering launching an SEO campaign, only operate in the framework of what is considered white hat and thus acceptable to search engine guidelines.
This includes guest posting on real sites, offering to insert links onto pages that will truly add meaning or context to the article, and creating quality content that will add value to the reader.
Remember to put the internet user first by only doing on – and off-page SEO that makes a difference to people, then, the algorithm will reward you for it, and your website will rank well in the long run.