White hat SEO refers to all the search engine optimization tools that work on the grid, these include keywords (important words that describe the content and help your site become more discoverable), backlinks (links that follow back to your site from another page), link building (increased number of inbound links) content created by humans. The main purpose is to make everything seem as organic and natural as possible. At the opposite corner is the black hat SEO that involves using tactics that are not accepted by Google and thus they will lead to the banning of your website. They include: keyword stuffing (a page is loaded with keywords and numbers with the intention to trick Google to rank it higher), hidden links, hidden text, cloaking (content from the page is presented different to the Google spider). An as a fun fact the terms white hat and black hat come from the western movies where the good guys had white hats and the bad ones, black.
