Read this places? Seen this around? Sure you have, we all have, and there is nothing new here Now pop over to Google webmaster forums and take a look at REALITY! Go on - I'll be here when you get back. Take a look at those asking for help after getting a slap in the recent Penguin update. Have a close look at their sites, their SEO methods and their claims. See how many of them talk about their trust rating "Why have I been slapped I haz really high trust" (trust is a Moz thing - the correlation between these butthurt White Hatters and Moz memberships is staggering Back? Good. A quick refresh Really? What time scale are we talking here? Sites have lasted well over a decade (since Google) with what amounts to gamed link building. Still here today. They ranked in Alta Vista, Lycos and Yahoo in the 90's and are still ranking high today based on effective (Blue/Gray - maybe a touch of black) hat SEO Depends on what "sooner or later" means and who you are applying the logic to. Effective SEO is needed to rank in tough high commercial niches if you go the SEO route instead of generating traffic other ways (and I do recommend generating traffic other ways as well, but that's a different post) The sort of homeopathic watered down crap that Fishkin and the like support is neither effective nor 100% safe because a) Sites are extremely unlikely to rank with it in very hard niches and b) They are almost as likely to get slapped if you do ever rank than a gamed site (if gaming was done properly) because c) Google don't like ANY OFFSITE SEO. There is no such thing as Google approved offsite SEO. You create a link no matter how manual, exchange, begging another webmaster whatever for ranking purposes? You are outside Google's guidelines. You either play the game or you don't. To my mind pure WH SEO in tough niches is not even playing the game. It's hoping to win the lottery but not buying a ticket. Finally. If making money is the aim (and for the vast majority of people on BHW that's what it boils down to) Who really cares about permanent. $10,000 a month starting January 2015 but wiped out January 2020 is still over half a million dollars Better than still trying to rank in 2020 - and then maybe getting wiped out anyway. Because Google isn't fair, it's often wrong, and it puts itself first. I don't know whether to laugh or cry when I go to GWMF and read all the butt-hurt White Hat site owners getting slapped down by the arseholes Google allow to moderate those forums. Smarmy Google Endorsed Drektoid 1: "Yeah - no wonder, your access.php file has some really bad permissions set and all sorts of vulnerabilities there" Slapped Site Owner:"What's that got to do with getting an offsite linking penalty" Smarmy Google Endorsed Drektoid 1:"I'm saying your site is not up to standard and that's before I even look at your linking profile" Slapped Site Owner:"Again, what's that got to do with getting an offsite linking penalty" Smarmy Google Endorsed Drektoid 1:" Hey Smarmy Google Endorsed Drektoid 2, come and have a look at this guys crap site and help me ridicule him" Sound of slapped site owners tears as he realizes he's just fodder to the admin "piss taking" machine. I wish this wasn't so close to the truth. Google WMF admins (many of them pornographers really - I'm not making this crap up) enjoy hammering on people and seem to be chosen to be socially inadequate arse holes of the first degree. They are your White Hat knights in shining armour - and see how they hammer on WH SEO guys whose sites got hammered? Meanwhile effective SEO guy has 15 sites still ranking and new ideas to rank and bank popping up and isn't wasting time talking to these moronic power-mad pricks Would you rather make a few thousand a month for a year or two - or safely make fuck all forever! Does that question deserve a fraction of a second to consider? Go to it brothers. Play the game right. Take care, have fast feet, build in contingency and redundancy. Stay cost effective, plan for failure at some point. But above all remember. No matter how pious these WH evangelists are - their ineffective ranking techniques are almost as likely to get hammered as yours - and in the mean time you are coining it!