White-hat SEO services revolve around content. The prime focus while optimizing our website for top search results is to deliver the requirements of the user. White-hate SEO is a long term approach to optimization.
White hat SEO techniques focus on content quality. Creating quality content proves the search engines that your website uniquely displays a service and is genuinely liked by the users that visit it. White hat SEO services focus on researching and generating keywords around your brand and pushing regular and factual content.
Black-hat SEO services use hacks to ace the search engines engine results by exploiting any weaknesses in their algorithms. They are usually geared towards search bots first, rather than human readers and can be penalized by the search engine.
Google search algorithms are regularly updated to tackle Black-hat methods like Florida, which penalized keyword stuffing and Panda, which penalized content farms.