Hidden Content

What is hidden content? What is the importance of hidden content for search engine optimization? We tell you in this article.

What is hidden content?

Hidden content is content that was placed in the same color as the background. One reason this was popular among marketers at the time is to get as much content on a page as possible.

Example hidden content

An example is an e-commerce site where the goal is to sell products. When there is too much content on such a type of site, it distracts from the actual purpose of a site (proceeding to purchase).

In 2005, it was common to have the keyword appear as often as possible in content. Hidden content was one method used for this purpose. When the text is visible to the visitor it deters. That is the reason marketers chose to make the text the same color as the background.

Today we know that Google values quality much more than quantity.

hidden content

My advice

We strongly discourage the use of hidden content. Hiding content is a vastly outdated method. Google sees right through this!

Google’s algorithm has gotten a lot smarter over the years. Hidden content does not add value to SEO anno 2021. Don’t risk a penalty and avoid hidden content!

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
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I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 15 September 2023. The last update of this article was on 10 January 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.