White Hat SEO

White Hat SEO is the opposite of Black Hat SEO,White Hat SEO refers to any  practice that improves your search performance on a Search Engine Results Page (SERP)while maintaining the integrity of your website and staying within the search engines' terms of service. White Hat SEO refers to use of good practice methods to achieve high search engine rankings. They comply with search engine guidelines.

Quality content
Using descriptive, keyword-rich meta tags
Making your site easy to navigate