Anyone with a basic understanding of search engine optimisation will know that text on a website plays a large part in how you are ranked in search engines. In fact, it could be argued that the textual content of a website is actually the most important thing for search engines.

It’s therefore natural for the cunning mind to wonder if it’s possible to introduce sections of ‘hidden text’. Imagine you’re not the best writer in the world, and you don’t want to have to spend a lot of money outsourcing content creation. Yet at the same time, you’re aware of the importance that search engines place on textual content.

So rather than writing poor articles yourself, trying to jam your keywords in, you can simply write the keywords into a spare section of your website – and then change the font colour so it is the same, or virtually the same, as the background of the page.

Suddenly, your website is stuffed with keywords, but all without having to publish poor articles or ruin the look and feel of your website in general.

This practice goes by a variety of names, including font matching and keyword stuffing. However, whatever you call it, it’s a bad deal.

Why? Well, the reason is obvious – it’s a cheat. Google and the other major search engines place an importance on text content because they want their search results to be relevant. Hidden text defeats the point of this, and if you’re caught doing it, you will have your website banned from the search engine – for good.