In simple terms, it’s using various techniques that ensure that your site performs well in the SERPs without resorting to what essentially many people now refer to as cheating. These nefarious tactics are known as black hat SEO and involve numerous spamming techniques, keyword stuffing and more.
White hat, on the other hand, uses organic techniques and demands quality in a site in order to ensure it performs well for search. This means that numerous factors have to be taken into consideration and optimized, such as:
Written content
Images and video
Meta information
Site architecture
Site performance