Whitehat Search Engine optimisation involves various processes to get websites to rank high in search engine results pages (SERPs) that fall within search engine guidelines.  Whitehat SEO delivers better search rankings because it is about meeting both users (real people) and search engines expectations.
Where black hat SEO tactics exploit loopholes in ranking algorithms in an attempt to bypass search engines ranking factors, white hat SEO is about providing high quality, relevant content that is aligned with user intent.  Keywords are optimised organically on page and they are based on what customers are searching for.  The content on page is also relevant to the search terms and keywords it is being optimised for.
A common black hat SEO tactic is black had link building where links are purchased rather than earned.   Black hat backlinks generally come from websites with low authority, content that isn’t relevant to the topic they link to or content that is thin, not unique and generally poor quality.   Whitehat SEO in contrast, uses natural and authentic link building without the need to purchase backlinks.  Instead, backlinks are authentic and internal links contain natural anchor text.  Pages that are linked to add value to the page they are anchored on, providing users with relevant additional information that improves their online experience.