This post on link building has a lot in it, but this was what stood out to me:

There is no white. There is no black. There are only hues of gray. To think any different is to subscribe to discrimination – to believe one way or the other is to be ineffectively forced into a mindset without appropriate judgement of another.

This post is not about white or black. That subject is dead (like SEO). This post is about this or that. Yes or no. Right or wrong. Rarely do these answers exist eplicitly to us – rarely are they imparted to us correctly in the form of outside opinion.

There are various molds of SEO, and because of that, one situation or the next will inform inherent biases, strengths, and weaknesses that should be used descriminately to analyze every tweet – every blog post – and every piece of advice you receive. Very often what you perceive as this or that – white or black – is because it’s good for them. It’s because their situation has informed that dichtomized view that informs that this is right. That isn’t. Do this. Not that.

There is a “heaven and hell” view of the SEO world that is informed by the institutional structure of its advice. Most of what you hear is purely described as “white hat” by the people with the biggest audiences. And because they have the biggest audiences, they are forced to sticking there. And perhaps they got there because they’re “white hat”. Or perhaps they have the liberty to use white hat because they have the biggest brands because they’re in front of everyone because they speak white hat. Or perhaps they got the biggest brands because they’re white hat, and the biggest brands affinity for white hat got them the biggest audience.

I think the white/black dichotomy reflects the myopia that’s all over the SEO world. There’s rarely a case where one thing or another is right for everyone. It’s true for diets, exercise routines, operating systems, and programming languages too.

You’ll even find the same myopia running around in just about any domain of knowledge. People still go on about which command line editor is objectively superior.

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