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This means that if the text on your pages includes your keyphrases, you have a better chance of ranking highly for those phrases than a competing page that does not include them. Some webmasters, aware of this but not wanting their visitors to actually see the text (usually for “aesthetic” reasons), began taking keyphrase-rich text and making it the same color as the page background. For example, if a page had a white background, they would add text to the page, loaded with keyphrases, in the same shade of white.

A human visitor would not be able to see the text, but the search engine “spider” (the programs that search engines use to go out and index web pages) would, and it would get a ranking boost accordingly. However, engines soon caught on and began penalizing pages that used this tactic. Unfortunately, some innocent sites are still penalized for this, even though the text on their pages is visible. Say, for example, that the background of a page is white. On this white background is a large blue box that has white text within it.

Even though the text is clearly visible to the visitor, the search engine is not smart enough to realize that the white text appears in a blue box- it just assumes that the white text has been placed on a white background.
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