The seo world has changed. What is black today and what is white seo? Everything is messed up and the issue needs to be reconsidered. We used to call black seo everything that deceives search algorithms, trying to manipulate them. But in life, aren't we all trying to manipulate each other? Manipulation in life is natural. Search algorithms are forced to repeat social principles, otherwise the results of search results will seem to us false, irrelevant. It follows that there is a limit of permissiveness, the limit of rudeness and impudence of influence on the ranking parameters. Someone is allowed more, and someone less. Some people from the lower social group are not allowed to manipulate others at all, they do not deserve it. If you are strong and successful, rich, then you can do anything. Similarly, the search algorithm applies to different sites. Those who are already in the TOP10 very much allowed. They are not afraid of spam links for example or an excess of advertising banners, pop-UPS, etc. Who is stronger is right. Therefore, the approach to understanding black and white seo is very differentiated. If your site is new, then it will be almost all black methods. Even the fact of a new site will be perceived as an undesirable competitor to existing sites. Creating a new site is already a black method of influencing the existing relevance distribution in serp. If you build a lot of relevant links to a new site, it will be very suspicious for Google and any other search engine. He'll start checking. Why the website appeared relevant links? What provoked their appearance? Where did the increased interest in the new site come from? What is there in the content of the new site that the competitors do not have? Was bought contextual advertising on the site and in what quantity? Is there a spike in social media discussions of the site and links to it? The search engine will evaluate people who recommend the site from social networks. Whether these people are opinion leaders on the subject or not. A powerful statistical analysis will be done, using overlapping data and the search engine will determine how much interest in the site is justified, whether this interest is an attempt of manipulation on the part of the site owner and how much. Depending on this decision, Google will give ranking factors a particular force of influence on the position in the search results. Whether an attempt to tamper with natural patterns of black methods? Absolutely Yes. Will the site be punished for these attempts? Much more interesting is another question: Which of the natural methods of website promotion Google will determine as black seo? Where is the guarantee that your site will not be punished for natural relevant links or for some article that seems to Google plagiarism from a competitor's site? And here's another interesting question: If link building does 20-30 or even 150 different people, then it's dangerous or not? We tested this with the example of semantic kernel tokenization, where each search query corresponded to its crypto token on Ethereum. We sold tokens of more than 1200 optimizers, which began to build links to the customer's website. Along with the growth of the position of the search query, the token rate on the crypto-exchange grew (we did it on the subdomain of the customer's site). We feared that SEOs will start to buy spam links and that Google and Yandex will punish the customer's website filter. But this did not happen, because the search engine could not find the relationship between those who built links, neither among themselves nor with the site of the customer. As a result, even a large number of spam links did not affect the promotion of the site negatively and no filters were imposed on the site. The customer's website came out IN the TOP10 of Yandex and Google and is there for a year.