White hat SEO refers to ethical and legitimate practices aimed at improving a website's search engine ranking. It involves optimizing content, using relevant keywords, and following search engine guidelines to enhance visibility and user experience. White hat SEO focuses on long-term results and strives to provide valuable, high-quality content to users, without resorting to deceitful tactics like keyword stuffing or link manipulation. This approach aims to build trust with both search engines and users, ultimately leading to sustainable, organic traffic growth.