[bigiain]

Blackhat, greyhat, or whitehat?

The tactics are very different if you're trying to do a quick "pump-n-dump" compared to building a long-term company reputation. (With "greyhat" I guess being "play a bit loose with the rules until you've gained enough exposure that it's time to lower the risk of penalty…)

As always, the "right" answer is "great content + inbound links". If you can create a process to scalably generate both those things, you'll be on a winner.