White Hat SEO refers that work within search engines terms of service to improve a site’s Search Engine Results Page (SERP) rankings while maintaining the integrity of your website and staying within the search engines’ terms of service.
White hat SEO is a set of by-the-book, ethical, technical, and aesthetic practices that an individual or group of individuals employ in the attempt to improve search engine results for a website or group of websites. White hat SEO describes the bulk of SEO best practices by reputable companies.
