White Hat SEO uses ethical and legitimate techniques, like creating quality content and building high-quality backlinks, to improve a website's visibility in search engine results pages (SERPs) while adhering to search engine guidelines and best practices.
Black Hat SEO uses unethical and manipulative techniques, like keyword stuffing, hidden text or links, and link farming, to manipulate search engine algorithms and achieve high rankings quickly, regardless of the quality of the website's content or user experience. This can lead to penalties or even the banning of a website from search engine results pages.