I think what you're trying to convey is that white hat is good and black hat is bad. That is what the terms black and white connote. But specifically, black hat techniques are those that manipulate search engine rank or abuse and/or exploit algorithm weaknesses. It is unethical. White hat uses methods that above-board and within quality guidelines for getting traffic and rankings.
However, even White hat implies search engine manipulation of some sort.
The best, more lasting method for promoting a site is to create abundant high-quality pages of useful content that visitors seek. Then focus on the visitor by helping them and giving them the information they are looking for. This, in turn, will result in a more highly-trafficked site and higher income.
It is not to say that navigation, on page and off page criteria aren't important. I guess it's the motive behind it. Purely helpful intentions, without seeking to trick or force or manipulate are the best and safest for an online business that wants to survive and grow.