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Embedded text or links should not be used in website design that is intended to rank well in search engines. This includes the use of coding to create text and links that are not visible to website viewers but are visible to search engines. This is considered a deceptive search engine optimization (SEO) strategy and is likely to be penalized upon discovery by search engines. For this reason, it is considered not only a waste of time, but an effort that can do more harm than good. Embedded text and links offer no value to your visitors and can cause search engines to penalize your website.