What Are Hidden Links? SEO Penalty Risks and How to Spot Them
Published:
Last Updated:
Category: SEO & Content
Authors: Shusaku Yosa
Published:
Last Updated:
Category: SEO & Content
Authors: Shusaku Yosa
"We're running the site properly, yet our search rankings keep dropping"—in some cases, the cause is a hidden link placed without your knowledge. Hidden links are a spam practice that violates Google's guidelines, and if discovered, they become subject to a penalty. This article clearly explains what hidden links are, the SEO penalty risks, and how to spot them on your own site.
A hidden link is a link placed so that it is not visible when a user views the page, but is set up to be recognized only by search engines. Even though the link's presence is not readily apparent on screen, it is made readable by the search engine's crawler in an attempt to unfairly manipulate search results.
This is considered a form of spam, used to deceive search engines and unfairly inflate the evaluation of a specific page. There was a time when the number of backlinks was thought to help SEO and hidden links were used to raise rankings, but today's search engines detect such manipulation with high precision and crack down on it strictly.
A concept similar to hidden links is "hidden text." Hidden text refers to invisible text stuffed with keywords, while a hidden link refers to an invisible link. Both share the trait of being hidden from users and shown only to search engines, and both are treated as violations of Google's guidelines subject to the same kind of penalty.
Hidden links have several typical methods. As a basis for learning how to spot them, let's cover what kinds of tactics exist.
Matching the text color to the background: make the link's text color match the background so it is invisible to the eye.
Setting the font size to almost nothing: set the font size to 0 or 1 pixel, making it effectively impossible to see.
Placing it off-screen with CSS: use CSS to push the link outside the screen so it does not appear in the visible area.
Hiding it in a tiny area: embed the link in a 1-pixel image or an almost invisible symbol.
Serving different content with JavaScript: distinguish between crawler and human access and show the search engine a different link. This is close to "cloaking" and is considered a more malicious technique.
Hidden links are considered a prime example of web spam, and the risk if discovered is not small.
Specifically, you may receive penalties such as a major drop in search rankings or removal from the search index. Google's algorithm has become better at detecting hidden links, and they can significantly damage your SEO evaluation.
Google's penalties come in roughly two types.
Manual penalty: imposed manually when a Google reviewer inspects the site by eye and judges it to violate the guidelines. The target location and the nature of the violation are reported in Search Console.
Algorithmic penalty: imposed automatically when Google's algorithm detects the manipulation. Often no notice is sent, and you may only notice it from a drop in rankings.
In the case of a manual penalty, you need to fix the relevant areas and then submit a "reconsideration request" to report the improvements to Google. Once the reconsideration is accepted, the penalty is lifted after a certain period. In either case, it is important not to leave hidden links in place but to remove or fix them promptly.
Hidden links are not always placed with malicious intent. Mistakes in site production or operation—such as text color blending into the background during design adjustments, a link left in a non-displayed state, or unnecessary links included in an installed template or plugin—can also result in something being treated as a hidden link. Because it can lower your evaluation regardless of intent, regular checks are essential.
You can check whether your site has hidden links using the following methods. Combining several makes it easier to find even unintentional hidden links.
Selecting the entire page in your browser (Ctrl+A / Cmd+A) causes text and links that blended into the background to become highlighted and stand out. This is the easiest method to try.
Display the page's source code and check whether it contains links (a tags) you did not intend. Be cautious if there are a large number of links to unfamiliar external sites.
Use your browser's developer tools to check the CSS properties of link elements. You can check whether the font size is 0 or 1 pixel, or whether it is hidden with display:none or off-screen placement (position settings, etc.). Links with tiny fonts or off-screen placement can be found this way.
Google Search Console has a feature that notifies you when your site receives a manual penalty. Check the "Manual Actions" report for any noted violations. It is the most reliable clue for grasping whether a penalty exists and which areas are affected.
A hidden link is an illicit link invisible to users but recognized only by search engines, a spam practice that attempts to manipulate search results. Techniques include matching the background color, tiny fonts, off-screen placement with CSS, and serving different content with JavaScript—all of which are violations of Google's guidelines subject to penalties such as ranking drops and index removal.
What's important is that hidden links are sometimes created unintentionally. Regularly inspect your own site using methods such as selecting all text on the page, checking the HTML source and CSS, and reviewing Search Console, and promptly remove or fix any hidden links you find. If you receive a manual penalty, you can aim to have it lifted by submitting a reconsideration request after making improvements.
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