White Hat SEO
White Hat SEO is the methodology of optimizing a web presence for the best visibility in search while adhering to the guidelines of the search engines. This involves writing quality unique content that is unique, factually accurate, engaging and helpful to the end-user. It also involves the procuring of links from quality websites by the way of outreach or what is called link earning which simply means that the quality of the site and its content is so useful other sites would want to link to it as a resource.
Black Hat SEO
Think of this as ranking organically by any means necessary! Using any tactic that you can to get a web presence to rank even if you knowingly violate the guidelines of a search engine. This can generally lead to quick wins in ranking but they are not sustainable. Once the search engine catches you it can cause you to lose all rankings and in severe cases having your whole website blacklisted. While this is a quick way to gain visibility it is not an advisable bath for long term rankings and visibility online.
Grey Hat SEO
Grey hat is a mixture of using white hat and black hat tactics in combination with each other to gain the best possible rankings in search. Depending on the mixture this can be quite powerful and can be a sustaining method to get rankings. However, using grey hat SEO can make you very susceptible to algorithm updates and losing much of your traffic when you get caught up in an algorithm update.
We use white hat tactics to rank our clients while these tactics may take longer to get results they are not as susceptible to algorithmic updates because these tactics adhere to the guidelines of search engines. The goal is to have evergreen organic rankings that will continue to bring new clients to the site year after year.