Most web designers and SEO writers know that hidden text is something to steer clear of. Hidden text and links is just that – something Google's search engine spiders can read, but web users can't. It's been described as akin to white text on a white backdrop. Links can be incorporated into this hidden text using hyperlinks or hidden in the tiny spaces around the page's web copy. Hidden text and links can violate a user's sense of control – they can be used to whisk web users away from what they are doing, and could even take them to unscrupulous websites. Let's face it – it's the unscrupulous sites that would use unscrupulous methods such as hidden links.
Hidden texts and links
Google doesn't look kindly on those who try and build in hidden text and links. It isn't just Google who wants quality and transparent links, the Federal Trade Commission (if you're American) do too. Ethical search engine optimization methods should be used – devious and dark techniques will simply end up with your site, eventually, being banned. Google have an anti-spam team working to detect hidden text and hidden links. If you do have hidden links or hidden texts, remove them if you don't want to face a ranking penalty. Link building is important to achieve high ranking in Google, but inbound links are the most valuable if you want to succeed.
Updated webmaster guidelines
Google are continually evolving to contain shady techniques used to try and beat their spiders and achieve top ten ranking. The recently updated webmaster guidelines state that hidden text or links will be perceived as untrustworthy. Techniques that are a no-no include:
- Using white text on a white background
- Including text behind an image
- Using CSS to hide text
- Setting the font size to 0
Using any of the above techniques means your site could be removed entirely from the Google index and search results.
There are ways you can make your site more accessible according to Google, including:
- Removing Javascript, images or Flash files – placing the same content from the Javascript in a no script tag. Placing text and site navigation outside of Flash.
- Using descriptive text instead of Javascript and Flash
- Using human-readable captions and descriptive text around images
- Removing any hidden text or links on your site
Other Google Quality Guidelines include:
- Don't use cloaking or sneaky redirects.
- Don't send automated queries to Google.
- Don't load pages with irrelevant keywords.
- Don't create multiple pages, subdomains, or domains with substantially duplicate content.
- Don't create pages that install viruses, trojans, or other badware.
- Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content.
- If your site participates in an affiliate program, make sure that your site adds value.
- Provide unique and relevant content that gives users a reason to visit your site first.