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Deceptive search engine optimization (SEO) strategies such as cloaking and embedded links and text should be avoided. Cloaking involves serving websites that are specifically tailored for the IP address of the visitor. This enables websites to serve one website to regular visitors and another to search engines. The use of embedded links and text are another deceptive SEO strategy to avoid. This strategy entails creating text and links on your website that are not viewable by visitors but are seen by search engines as they crawl the website. Both of these SEO techniques may result in some original success in the form of increased search engine rankings. However, if the use of these techniques is detected it could result in your website being penalized by the search engine.