White Hat SEO
White Hat SEO is the use of content optimization, organic backlink creation, and technical best practices to maximize a website's rank in accordance with the rules set by the leading search engines. Content optimization includes identifying the target audience, relevant keywords, and production of excellent content which fills the needs of the target audience. Link-building efforts include making influencers, website owners, and bloggers aware of the website's unique content so they will be inclined to create backlinks. Examples of technical issues dealt with by White hat SEO include improving page speed, making sure that canonical and hreflang tags are in place, etc.