Do NOT use straight baking soda regularly, it is much too abrasive. Your teeth look whiter because you're wearing away the enamel. Whitening gels will not rot your molars, cavities will. A once in a while light brushing w/ baking soda is a good 'deep cleaning'
Crest White strips work well. The trays and gels from the dentist though are the best bet and most predictable.