White Hat SEO
The term White Hat SEO refers to SEO tactics that are in line with the terms and conditions of the major search engines, including Google.
White Hat SEO is the opposite of Black-Hat SEO. Generally, 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.