the best advice I can give you regarding white hat techniques is this: form follows function.
write useable, engaging, unique, or if you want - controversial and most of all, mesmerizing content for your readers.
content can mean articles, videos, products, infographics, downloadables, promos, contests, events - anything that will have value to your target audience. remember that word: VALUE. it's useless to have a website in the first place if you're just going to fill it in with crap content. think of your website as some kind of a book you are writing. the more engaging your book's content is, the more readers are going to read it and even promote it for your via word of mouth or social media.
when you're done with your content, think of the most effective and efficient way on how you can distribute/promote it and then execute it to build your audience. email your friends, family, co-workers, employees, and everyone you know. send text messages. tweet and post status updates on your facebook page. this will get you a bit of traction.
once you have your solid audience, learn on-page SEO (like the one GorigioB suggested). if you don't have the time, ask a friend to help you out or pay someone to do on-page SEO for you.
now you have good content + SEO.
lather, rinse, repeat until you get success.
Going white hat is going for the long haul. It be very hard but if you play your cards right, you'll surely be Google update-proof.
Hope this helps.
