Google is not lenient towards websites that use gray or black hat SEO. Google considers such kinds of SEO strategies as deceptive and unethical. Despite this, many companies still use SEO techniques to impress their clients by making their business websites rank in less than six months. Ranking gained through deceptive SEO isn't stable; it can fall anytime. Besides, Google can ban such sites and many de-index them. So the stakes of using shady SEO are pretty high. This is the main reason that Kinex Media, the renowned SEO Toronto company, makes use of white hat SEO to make a site rank.