Search Engine Optimization or SEO is a very valuable and trust worthy tool in the hand of website developers to help them provide their websites with a good page rank. But just like any other tool, SEO too has to its name an approved and a legitimate way of implementing the guidelines of SEO while on the other side there is also present the inappropriate way of using the principles of SEO in order to try and get a good ranking for your website. The natural, recommended and legitimate method of applying the principles of SEO and trying towards increasing the visitor count to your website constitutes white SEO practice while on the other hand the illegitimate way of Using SEO to increase page ranks is termed as black hat SEO. There is no doubt in the fact that the practice of White Hat SEO is recommended as it goes on to follow the rules and conditions of SEO and this thereby ensures a pleasant user experience.

There are several ethical ways of using white Hat SEO in an attempt towards high PR. The most common and widely used amongst them include the following:

1. It is very important to have good quality relevant content on your website. This is very important as not only will this bring in curious visitors who would come back to your website if they enjoy the content but it will also help search engines to like your website. Another important aspect in relation to good content is to keep on adding new content to your website on a regular basis as this will enable your website to crawl up the web pages. Using important key words which suit your website and putting into use the concept of meta tags too is a part of white hat SEO which can get your website high page ranks.
2. It is also a good idea to have a good website provide you with a one way link. This will help bring in good traffic and at the same time help you increase the page rank of your website also.
3. The other option which is a part of white hat SEO involves linking one web page of your website to the other. This is termed as internal linking and helps build good PR for your website.