Whitehat SEO is approved and moral SEO techniques that aim to improve a site’s position on the SERP.
Blackhat SEO is manipulative and spammy techniques for SEO, such as payment or cloaking.
Blackhat SEO techniques are monitored by Search Engines and if a website is found to have used unethical tactics, they may be penalised.
Professional SEO specialists will use the best techniques for your company.