Grey Hat SEO

What is Grey Hat SEO?

Grey hat SEO refers to tactics that are not explicitly forbidden by search engines but push the boundaries of ethical optimization.

These strategies fall in a gray area—neither strictly compliant like white hat SEO nor outright manipulative like black hat SEO.

Think of SEO as a spectrum: on one end, white hat SEO follows best practices and search engine guidelines; on the other, black hat SEO employs deceptive tactics that can lead to penalties.

Grey hat SEO sits in the middle—leveraging loopholes and ambiguities to gain an advantage without outright violating rules.

Common grey hat SEO strategies include:

• Private Blog Networks (PBNs): Using a network of controlled sites to build backlinks. While effective, it must be carefully executed to avoid detection.
• Expired Domains: Buying domains with existing backlinks and redirecting them to a target site to boost authority. Search engines tolerate this if done naturally.
• Content Spinning: Rewriting existing content in an attempt to generate "unique" material. While this can scale content production, poor execution can harm rankings.

Used strategically, these techniques can provide a competitive edge, but they should always complement white hat strategies like quality content and organic link-building.

Why Grey Hat SEO Matters

Grey hat techniques can accelerate search rankings faster than white hat methods alone, making them tempting for businesses looking for quick wins.

However, they come with risks. Search engines constantly refine their algorithms to detect and penalize manipulative tactics, meaning what works today might trigger penalties tomorrow.

While some grey hat methods can yield immediate gains, long-term success depends on balancing these strategies with sustainable, ethical SEO practices.

A Notable Example of Grey Hat SEO Used Effectively [Until it Wasn't]

Forbes' Forbes Advisor section was a prime example of grey hat SEO, leveraging the site's strong domain authority to rank highly in Google search results for product reviews.

Instead of relying solely on in-house experts, Forbes allowed external contributors and freelancers to create review content under its brand.

This strategy gave these articles an inherent ranking advantage, even when the quality varied, as Google's algorithm prioritized content from well-established domains.

The approach was highly effective for years.

Forbes' reputation helped these reviews outrank competitors, driving significant traffic and affiliate revenue.

Contributors, many of whom were not subject-matter experts, optimized their articles for SEO and product keywords, further increasing visibility.

This method allowed Forbes to monetize product reviews successfully while maintaining strong search rankings.

However, in early 2024, Google updated its algorithm to combat site reputation abuse or parasite SEO, where authoritative sites hosted low-value content for ranking benefits.

Forbes' product reviews, flagged for being created by non-experts, began losing their search visibility.

As a result, Forbes halted its use of freelance contributors for these articles, likely shifting toward in-depth, in-house content to comply with Google’s evolving quality standards.

The Comeback

Despite the setbacks, it does appear that Google has reversed their penalty and the traffic to that portion of the site is coming back.

It will be interesting to see what happens in the future and to see how long this lasts.

The Future of Grey Hat SEO

As AI-driven algorithms evolve, exploiting grey hat tactics is becoming riskier. Search engines now prioritize quality content, user experience, and natural link-building.

For long-term success, businesses must create valuable, user-focused content rather than chasing short-term loopholes.

Investing in evergreen content, ethical SEO, and audience trust ensures sustainable growth.

Those who adapt to search engine changes with high-quality, authoritative content will thrive, while those relying on manipulative tactics risk penalties and declining visibility.