hiding the main content). I've also seen important pieces of content not render on desktop or mobile - and in the worst case, no content rendered at all. Needless to say, Google will struggle to understand your content if it can't see it. Fetching and rendering issues Note that John Mueller also addressed this situation in a recent Hangout for Webmasters and explained that if Google can't render content properly, it might struggle to index
and rank that content. Again, beware. Deception (ads, affiliate links, etc.) One of the worst issues I've encountered when analyzing Panda and Phantom hits is advertising deception. This is when the ads are embedded into the main content and look like the fax number list main content . Users therefore think they are clicking on links that will take them to additional content on the same site, but instead they are forwarded from the downstream site to an advertiser. This could be a terribly bad user experience for visitors, but the
advertising deception trick usually doesn't end there. Some of these downstream third party sites are extremely aggressive in terms of content, contain malware, force downloads, etc. So combine deception with danger, and you have a horrible recipe for Mr. Phantom. Again, hell has no fury like a despised user. Google quality updates and misleading ads Quick case study: I remember asking a business owner who was negatively affected by a quality update why a