“White Hat” versus “Black Hat” refers to the method by which you perform your SEO. “White hat” means that you’re doing everything according to Google’s guidelines, recommendations and best practices, and this is primarily providing high-quality content and letting the links come to you.
“Black hat” refers to all kinds of crazy things that you can do to exploit known holes or vulnerabilities in Google’s math that will result in an artificially high ranking. But, often, that’s for a short period of time until Google notices that people are taking advantage of some hole and then they drop you six pages for everything.
The challenge is that in the world in which we live, white hat takes a while and is hard work and can be expensive when outsourced, and black hat is faster and cheaper but risky.
Naturally white hat is best and when you’re talking to SEO companies you’ll want to make sure that they are not using any techniques that Google may percieve as artificial or exploitive. And since it may take a while for your website to rank for higher volume searches, you should run pay-per-click ads in Google just to ensure that you always have the first-page visibility that every B2C attorney needs.
As a rule of thumb, most of law-related search begins in a Google search box so your Analytics data should show that your largest source of traffic is Google, whether it is organic or has to be bought through Google advertising, the latter of which Google would no doubt prefer.