White hat SEO refers to the use of optimization strategies, techniques, and tactics that focus on improving a website's search engine rankings while adhering to search engine rules and guidelines. It involves creating high- quality, relevant content, earning backlinks, and ensuring a great user experience. White hat SEO is the opposite of black hat SEO, which involves exploiting loopholes in search engine algorithms. It is important because it helps maintain the integrity of search engine results and benefits everyone by ensuring that only great content is ranked. Following white hat SEO techniques is crucial for long-term success and helps avoid penalties from search engines