Invisible text also known as hidden text, refers to words or phrases on a webpage that are not visible to users but can be seen by search engine crawlers. This tactic is used to manipulate a site’s search engine rankings by stuffing keywords onto a page in a way that human visitors won’t see search engine bots but will be picked up.
There are several ways to hide text on a webpage, including setting the font color to be the same as the background color, using CSS to hide text, and using HTML attributes.
It’s important to understand that using invisible text violates search engine guidelines. For example, Google considers it a form of “cloaking,” where the content presented to the search engine differs from that presented to the users’ browser and is categorized under “deceptive practices.”
Search engines will likely penalize Websites that use hidden text to manipulate rankings. Penalties can range from lower rankings for the offending page or site to the complete removal of the website from a search engine’s index, making it invisible to anyone using that search engine.
Today’s search engines are much more sophisticated than they used to be and are very good at detecting these and other “black hat” tactics. SEO best practices have evolved to focus on providing valuable, high-quality content that is useful to visitors and is structured in a way that is easy for search engines to understand.
The use of hidden text is strongly discouraged as it goes against the current emphasis on improving user experience and providing valuable content. Instead, SEO efforts should focus on creating high-quality, engaging content that naturally includes keywords and phrases that are relevant to the topic and are likely to be used by potential visitors when they are searching for information.