The whitehat SEO, on the other hand, is the way to create a sustainable online business. If you do SEO in this way, you will focus on your audience and try to give them the best content possible by making it accessible, while you play according to the rules of the search engines. Also the reviews will be more natural since they will be in quality pages as newspapers for examples that have very good visits and a high metric obtained through the whitehat SEO
On the other hand, SEO is also on the page and outside of it, that is SEO on-page and SEO off-page.
On-page SEO refers to all of Google’s positioning factors that are determined by direct observation of the page you’re trying to optimize, such as the headers, content and structure of the page.
The SEO off-page refers to all the variables in which Google is set, which are not exclusively in your hands, but depend on other sites, such as social networks, other blogs in your industry and the particular history of the user that executes the search.
An example to be understood in a simple and quick: Imagine that you have a car and want to tune it and leave it to your liking in such a way that everyone is stuck with your car. For this you will have to work slowly but not only inside but also on the outside because imagine that you leave it perfect on the outside but inside is a disgust no one will want to enter and the same happens if you only dedicate to fix inside and you neglect the outside.
If you want more information about SEO, I recommend you online seo courses.