white hat SEO refers to any practice that improves your search rankings on a search engine results page (SERP) while maintaining the integrity of your website and staying within the search engines' terms of service. These tactics stay within the bounds as defined by Google.
White hat SEO refers to the processes that follow Google webmaster guidelines. Following these guidelines will help to rank webpages higher in search engine pages.
In search engine optimization (SEO) terminology, white hat SEO refers to the usage of optimization strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies. Also called Ethical SEO.