White Hat Search Engine Optimization (SEO) refers to the ethical use of SEO strategies that allow for a higher ranking on popular search engines. White Hat SEO involves techniques such as using commonly searched keywords and linking to other websites to increase visibility on the web. As opposed to its naughty little brother Black Hat SEO, utilizing White Hat SEO implements quality content that offers useful information relevant to the subject at hand. The practice of White Hat SEO is maintained by websites that intend to make a long-term investment on the web, instead of using less ethical SEO practices such as the over saturation of keywords without providing any substantial content. Popular search engines, mainly Google, will often analyze search results to test the validity of each website that appears in a particular web search. Websites that use Black Hat SEO and other immoral online methods will quickly lose their web search privileges. Implementing White Hat SEO allows for the highest standard of quality in the online world and helps to keep the internet a valuable and reliable tool for everyone.