White hat SEO is a positive practice to rank your business. The strategies in white hat SEO help your website to gain a better ranking naturally. White hat SEO services go hand in hand with Google rules to rank websites naturally. These rules include keyword research, improving website speed, creating content, matching user search intent.
Black hat SEO, on the other hand, side, is the untruthful SEO technique. With black hat SEO, the site can gain popularity instantly by violating rules. It includes link farming, keyword stuffing, and cloaking. While choosing an SEO company for SEO services, always ensure to get white hat SEO services. Some companies might get you to gain popularity immediately with black hat SEO services, but they also can go down as soon as it gets up. So always prefer white hat SEO services following the right pathway and guidelines.