Grey hat link building is found in the ambiguous space between black hat and white hat link building.
While white hat link building follows search engine guidelines and black hat tactics blatantly violate them, grey hat techniques try to blur the lines.
But do they actually manage to do so? Or is it more like a fad?
What is Grey Hat Link Building?
In a sentence, grey hat link-building involves using link-building methods that occupy a middle ground between white and black hat SEO methods.
Grey hat link building aims to manipulate search engine rankings without explicitly violating search engine guidelines, often exploiting loopholes that remain undetected by algorithms. This ambiguity makes grey hat link building both appealing and risky, depending on how it’s executed.
For SEO professionals and link-building agencies, grey hat link building is a tempting middle ground offering quicker wins without fully venturing into risky territory.
Grey hat vs white hat vs black hat
On the one hand, white hat link building represents the most ethical approach to acquiring backlinks. It follows search engine guidelines completely, prioritizing user value and long-term results. Since these methods fully comply with search engine policies, they carry little to no risk of penalties and provide sustainable results.
On the other hand, black hat link-building relies on manipulative techniques designed to deceive search engines. These methods blatantly violate search engine guidelines and come with severe risks, including ranking penalties for the pages that black hat techniques were used for or even ranking penalties for the whole domain.
Grey hat link building falls between these two poles. Accordingly, it involves techniques that exploit loopholes in search engine algorithms, operating in a space not explicitly prohibited but not entirely ethical either. While grey hat methods can deliver quicker results compared to white hat techniques, they require caution, as overuse or poor execution may lead to penalties similar to black hat practices.
The 5 Most Common Grey Hat Link Building Strategies
Grey hat link building comprises various techniques that straddle the line between ethical and manipulative. Each method has its unique characteristics, effectiveness, and implementation strategy. Below is a detailed breakdown of the most common grey hat techniques.
1. ABC (triangular) exchanges
How it works
This is an advanced version of the reciprocal link exchange black hat technique. In its grey version, ABC exchanges happen when three or more parties are involved. For example, Site A links to Site B, Site B links to Site C, and Site C links back to Site A. This triangular structure makes the exchange less obvious.
How to make it work
Like with reciprocal exchanges, these kinds of exchanges work until they happen too often or with too low-quality domains. So this technique still carries a risk if search engines detect a pattern of unnatural linking across multiple sites.
Therefore, you need to ensure the links are relevant and add value for users. Avoid using the same anchor text or linking pattern repeatedly. Conduct these exchanges sparingly and as part of a broader link-building strategy.
2. Guest blogging networks
How it works
Guest blogging networks consist of pre-arranged agreements where multiple websites accept guest posts from each other to build backlinks.
Guest blogging networks can indeed yield results. However, large-scale guest blogging is purely for link building, and penalties are likely if the network is exposed.
How to make it work
Avoid joining networks that accept low-quality content or have obvious link schemes. Focus on finding domains that are relevant and of high quality. Your guest post should be of high quality as well.
3. Using expired domains for backlinks
How it works
This grey hat link-building technique involves purchasing expired domains with existing backlinks and redirecting them to your website. The logic behind this is that you gain the authority of the backlinks associated with the expired domain.
Why it works
It can work effectively, especially if the expired domain is relevant to your niche and has a clean backlink profile. However, it carries a risk if the domain’s backlinks come from spammy or irrelevant sources.
How to make it work
Ensure their backlink profile is clean and relevant to your industry. Rather than redirecting the domain, consider rebuilding its original content and integrating your links naturally.
4. Web 2.0 platforms
How it works
Web 2.0 platforms like Medium, WordPress.com, or Tumblr allow users to create free blogs or content pages. Grey hat link builders use these platforms to create multiple backlinks pointing to their primary website.
It’s worth noting that most links from Web 2.0 platforms are nofollow, meaning they don’t pass PageRank – but they can still drive real traffic.
How to make it work
To make the most out of Web 2.0 links, focus on creating high-quality, niche-relevant content rather than just using them as link dumps.
Web 2.0 links may still have a positive impact as they can:
- Contribute to link diversity (natural link profile)
- Help with brand visibility and referral traffic
- Indirectly help rankings if they drive engagement and user signals
5. Over-optimized anchor text
How it works
Anchor text over-optimization happens when you exact-match keywords excessively as anchor text in backlinks to manipulate rankings. For instance, linking to a blog post titled ‘Best Grey Hat Link Building Strategies’ repeatedly with the anchor text “grey hat link building strategies”.
Over-optimized anchor text is a red flag for Google which can lead to penalties for unnatural linking patterns.
How to make it work
Use a variety of anchor texts, including branded, generic, and natural phrases. Ensure that anchor text aligns with the context of the content.
Risks of grey hat link building
Grey hat link building can be an appealing choice for marketers who need faster results than white hat practices typically offer. However, these semi-ethical techniques come with significant risks, ranging from penalties to reputational harm. It’s essential to weigh these risks carefully before incorporating grey hat strategies into your SEO efforts.
1. Search engine penalties
Search engines, especially Google, regularly update their algorithms to identify manipulative tactics. Although grey hat strategies often exploit loopholes, overuse or poor execution can lead to them being flagged as manipulative. This could result in penalties such as reduced rankings or even deindexing. Recovering from these setbacks can require extensive time and effort.
2. Reputational damage
Adopting grey hat techniques can tarnish your brand’s reputation if these methods are exposed. Users, industry peers, or potential collaborators might view your website as untrustworthy, particularly if the strategies involve low-quality backlinks or dubious link-building practices. This reputational harm can make it more difficult to attract genuine partnerships and quality links in the future.
3. Unpredictable outcomes
One of the most significant challenges with grey hat link building is its unpredictability. Unlike white hat techniques, which provide stable and consistent results, grey hat methods rely on avoiding detection. As search engine algorithms evolve, tactics that once worked effectively may become obsolete—or worse, lead to penalties. This ongoing need for adaptation makes grey hat strategies inherently unstable.
4. When and why to use grey hat techniques
Despite the risks, there are circumstances where grey hat link building might be strategically beneficial. In hyper-competitive industries, where gaining visibility quickly can make a critical difference, grey hat techniques may provide an edge. Experienced SEO practitioners might employ these strategies cautiously and selectively, ensuring they complement a primarily white-hat approach. The key is to use them sparingly, minimizing risk while reaping short-term benefits.
Conclusion
Grey hat link building is a balancing act that offers faster results than white hat methods but comes with certain risks.
By understanding its nuances, you can decide whether to take the risk or not. We believe that it’s usually worth it, as long as they are used strategically.
Do you need help making the most out of grey hat link-building or with your link-building strategy as a whole? Contact us here and you can expect to hear back from us soon!
