If it's about making money, then white hat is the way to go, Frederiksen says. Both strategy paths take time and effort, but helping your affiliate site flourish through non-spammy tactics is the only way to build sustainability.
And if you're using unscrupulous tactics, you're fighting against a constant stream of programs and people designed to thwart your efforts. "On the other hand, when you are doing WH, you have a whole team of people working with you who want you to make money," Frederiksen says. "Account managers, PPC reps, search engine techs, all want you to succeed if you are following the rules because it makes them more money. I like those odds better."