Why you should use White hat search engine optimisation
So, the first point is that search engines love websites that have put the time and effort into getting their website popular. Secondly, white hat Search engine optimisation will get your website ranking high in the search engines for long periods of time. It may be difficult, it may take a while, but it is defiantly worth it!
White hat Search engine optimisation techniques
Good content- You have probably heard of the phrase "content is king" before and it is 100% true. Of course, effective marketing and backlink building is a huge part as well, content is the foundation. If you have good content you get returning visitors and more sales. For example, pretend there are 2 websites in the 1st and 2nd page of google. One of the websites has 1 page and 3 paragraphs about air conditioning and the other has 30 pages. Which one do you think is more useful?
Optimising titles and meta data- As previously mentioned your titles are important because search engines give more weight to them. So it is important that you put your keywords in your titles. Meta data is data that search engines see but users don't. Since this was heavily abused in the past, search engines don't put as much weight on it, however, you still need to optimise your meta description at a minimum, as this is displayed by google as an explanation of your website/webpage.
Quality backlinks- Backlinks (also know as inbound links) are links from other websites pointing at your site. For them to give you an SEO boost, they have to be do-follow. Do-follow links allow search engines to follow them, this lets the search engine know that link is there. For a link to be quality it needs to be from a trusted website.
Search engine optimisation may look and sound difficult, but as you get used to it, it becomes a lot easier. If you are new to Search engine optimisation, I recommend you read my article called "an introduction to SEO"