White hat SEO uses organic techniques that follow search engine guidelines and policies to improve a website's ranking. It focuses on quality content, proper use of keywords, and good site architecture, performance, and user experience. In contrast, black hat SEO violates search engine rules through manipulative techniques like keyword stuffing, hidden text, and link spamming, which can damage a site's ranking. Key aspects of white hat SEO include original, relevant content; proper use of images, video, and metadata; and social sharing to indicate that content is useful.