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White Hat SEO
Considered the opposite of black hat SEO, white hat SEO tactics can be any search engine optimization methods that legitimately improve a site's search rankings.

In order to properly practice white hat SEO, you must be careful and diligent in adhering to the guidelines outlined by search engines. For example, Google's webmaster guidelines are often considered to be a good benchmark for what are acceptable SEO tactics according to Google. Other search engines may have different definitions of what is acceptable.