White Hat SEO is search optimisation in line with search engine guidelines, based on valuable content, a good technical site and naturally acquired links. The results come more slowly than banned methods promise (Black Hat SEO, such as keyword stuffing or bulk-bought links), but they are durable and carry no risk of a penalty that can throw a site out of the results overnight. It is building position on foundations, not on tricks, which successive updates to Google’s algorithm catch sooner or later. (Compare: Keyword Stuffing, Link Building)