Cloaking

What a user sees on a webpage and a WebCrawler sees are actually very different. A computer does not see pictures or text in the way we do, and users do not see the code that produces these pictures or arrangements of text.

Google advises that they should not differ too much, meaning that there should not be hidden text or links that the user does not see, which would be there to alter a search engines ranking of the website. Hiding things from the user like this is known as ‘Cloaking’ and is generally a ‘black hat’ technique, and search engines penalise these websites.
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