White Hat SEO (search engine optimization) is simply “safe search engine optimization”. White Hat SEO means the use of only natural linking and natural content growth.

White Hat SEO is directly opposite to Black Hat SEO whereby a web property is promoted through the use of manual and automatic spamming – just creating hundreds/thousands of inbound links to a web domain just for the sake of search engine ranking.

Black Hat SEO is very dangerous, and becoming extinct. Why? Because the search engines are too sophisticated to be duped by unscrupulous SEO tactics. You may be able to game the search engines temporarily, but within a year your web property (or your client’s web property) will lose it’s footing in the search engine results.

Only Clean SEO (coined by Bonavista Web) is a safe way to grow in SE ranking, reputation, traffic, and basic online popularity. White Hat SEO requires the frequent posting of high quality content on your domain. It also means not creating weak inbound, and off-topic, links to a web property.