Anybody who has even the most basic knowledge on SEO will know that articles or the content published on websites play a huge part on how these sites are being ranked by search engines. It can even be argued that textual content is the most crucial factor that search engines look into. As the common Internet Marketing adage goes, “Content is King.”
For shrewd marketers, this area can also pose as a great opportunity to do some black hat SEO by integrating ‘hidden text’. Aside from black hat experts, there are also those who consider themselves as poor writers, and do not have the resources to spend on hiring copywriters. Instead of risking their sites from gaining less popularity due to low-quality content, they try to ‘literally’ cover this up. So rather than posting poor articles, keywords are jammed into a section of the website with the font having the same color with the background. Suddenly they have a keyword-rich website without publishing poor content that may ruin the overall look and feel of websites.
This technique comes in a variety of names, from keyword stuffing to font matching. But no matter how anybody calls it, bottom-line is… this practice is illegal with reference to major search engine terms of services. So it’s practically a bad deal.
Why? For the most obvious reason and that it is a form of cheating. Google, together with the rest of the leading search engines, uphold the essence of relevance in search results to provide quality for Internet users. And hidden text defeats the purpose of this. When caught stuffing keywords, your website can be banned from search results… forever.