Internet marketing is all about generating sales online. Driving search engine visitor traffic to a website that requires people to spend money in order to get hold of information or to gain access to a product. It starts with advertising, followed by a sales pitch, and finally a conversion to a sale. In between, there may be pre-sales pitches (such as review sites) by affiliates that recommend a product too.
White Hat nothing basically Ethical SEO practices, whatever efforts a SEO person perform it's either as per the guidelines of Google or against, All efforts which follow the guidelines called White Hat SEO while which not follow called Black Hat SEO.