While white hat SEO involves looking for ways to improve the user experience, black hat SEO relies on manipulating Google's algorithm to improve rankings. In a nutshell, if a tactic is designed to make Google think that a site offers more value to users than it actually does, it's misleading and is a black hat SEO. Black hat SEO refers to attempts to improve rankings in ways that are not approved by search engines and involve deception. They go against current search engine guidelines White hat SEO refers to the use of best practice methods to achieve high search engine rankings.
They comply with search engine guidelines. It's also the cornerstone of white hat SEO, which doesn't focus on content quality. In Google's ideal world, you'll create absolutely incredible content, it adheres to all Google's guidelines, and people read and share it like crazy. This is the essence of white-hat SEO.
Black Hat SEO uses shortcuts and tricks to trick search engines and exploit any weakness in their algorithms.