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Ask White hat link building - is it real


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I constantly see ads from SEO companies that claim they provide white hat link building services.

I am wondering what people think of these types of services - not in whether they can produce results but rather as to whether or not the are really white hat?

In general one uses the term white hat to imply they are following rules that are acceptable and not in violation of rules set forth by (in this case) search engines. The main reason SEO companies provide link building services is to increase ranking on google. As such, in my opinion there is no such thing as a white hat link building service.

According to the google webmasters guidelines from my understanding is any links that are intentionally obtained to increase rankings (ie they don't use nofollow) would be a a violation of their terms.

Specifically google says:

"Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site."

Keeping this in mind, I don't believe white hat link building is white hat at all and at any moment google could (as they have done in he past) delist anyone who intentionally builds links to their site - no matter what an SEO company may say.

I am wondering what others opinions on this are and if their is something I am missing?