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When content is hidden by CSS (display:none), is that read by Search engines or are sites penalised for that ? In my case, due to some CMS and other reasons, I need to serve alternative content to users and hide the H1 tag on the page using display:none. I wanted to know if the Search Engine will still treat the H1 tag with the same prominence as when its not hidden.
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This is not an advisable practice! Hiding text using HTML and CSS trickery angers the search engines and your site could get penalized. Hiding your H1s is worse than having no H1 at all. People sometimes feel that hiding an H1 is necessary when the name of the website is already contained in the logo image.
The H1 tag is essentially the page title. The title tag is what you will see on search engine results pages (for example, on Google it's the large blue writing in the search results), but the H1 tag is what is visible on the page itself.
The H1 is an HTML tag that indicates a heading on a website. Let me unpack that. HTML: This stands for Hypertext Markup Language. Most websites use this language to create web pages.
The <H1> HTML tag is the first header tag visible on a page. It is used for the title of a page or post. When viewed in HTML code, the H1 value is enclosed in <h1></h1> tags. To make the text stand out, the H1 tag is usually formatted differently than the rest of the page tags.
It's against Google's policy. It's called keyword stuffing and will get you delisted from Google, which means your site wont even show up on Google anymore. A good rule of thumb is to only show googlebot what users of your site can perceive display.
If you show the information to people at some point, then you can argue you're not keyword stuffing I guess, but Google will delist you first and then you'll have to file an appeal.
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I don't believe that Google will penalize you automatically (meaning without human review), but it's definitely a risk, especially if the hidden text appears to be that way solely for SEO purposes.
Google Quality Guidelines - Hidden text and links
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