Eric Siu argues that white-hat SEO beats black-hat tricks because real brands build lasting relationships with quality publications. Link spam and shortcuts fail; strong brands rise to the top.
if you focus on doing the black hat things in a white hat way, that always works better. So we're not saying the black hat stuff doesn't work. It works, right? Back in the day, remember I talked about link wheels, which is where you have a bunch of spammy links that point towards these Web2 properties that then link to your site? How about you just have a bunch of good relationships that you build over time from high quality websites, high quality publications that link to yours? That's a better signal that lasts for the long term. And that's kind of what you're talking about too. You want to have high quality publications. And this doesn't change. Eric Schmidt said this, the internet is what? It's a cesspool of poo poo, right? And the brands will rise to the top. Yes. It's because the brands spend more time building their brand, building quality.
