Remember when people thought hiding white text on a white background was the height of SEO cleverness? Well, apparently everything old is new again, but this time with an AI twist.

What’s Going On In AI Search?
Recent research (as detailed in this Search Engine Journal article) has shown that ChatGPT Search can be manipulated using hidden text – and honestly, it’s like watching someone try the same magic trick twice. The audience (Google) has already seen it, knows how it works, and is thoroughly unimpressed.
But before you get any bright ideas about cramming your web pages full of invisible instructions for AI, let’s talk about why this could be more damaging than you think.

Why Hidden Text For AI Is A Rubbish Idea
First up, Google isn’t new to this game. They’ve spent decades spotting and penalising hidden text manipulation. Your clever AI instructions might fool ChatGPT Search today, but they could absolutely tank your Google rankings tomorrow. And last time I checked, Google still drives slightly more traffic than experimental AI search engines.
Remember: if you’re hiding text from humans but showing it to search engines (AI or otherwise), you’re basically waving a massive “please penalise me” flag at Google. They’ve seen every trick in the book, wrote most of the book, and regularly update it just to keep us on our toes.

What Should You Do Instead?
I know I keep banging on about this, but I’m not going to apologise: create content that actually helps people. Yep, I said it again.
Want to optimise for both traditional and AI search? Try these non-manipulative tactics:
Write Clear, Structured Content That Answers Real User Questions
Don’t just guess what people want to know – dig into your search console data, read your customer enquiries, and check social media discussions. Look for patterns in the questions people actually ask, not what you think they might ask. And when you answer those questions, do it clearly and directly. No waffle, no keyword stuffing, just genuine answers that help real people.
Use Proper Heading Hierarchies And Proper HTML
Structure matters more than ever with AI in the mix. Use your headings logically – H1 for your main title, H2s for major sections, H3s for subsections. Think of it like creating a proper outline, not just random bold text. And for heaven’s sake, use proper HTML elements for what they’re meant for. Lists should be lists, tables should be tables, not just spaces and dashes.
Keep Your Technical SEO Clean And Crawler-Friendly
Your site needs to be easy for everything to read – whether it’s Google, AI, or your gran on her iPad. That means clean code, proper meta data, and a site structure that makes sense. No dodgy redirects, no broken links, no messy canonical tags. Just a well-organised website that works properly.
Build Genuine Expertise In Your Topic
Stop trying to fake expertise with hidden text and start building real authority. Share actual insights from your experience, create genuinely helpful resources, and demonstrate you know what you’re talking about. Real expertise shows through in your content naturally – you don’t need to hide instructions telling search engines you’re an expert.
Create Comprehensive, Well-Organised Content Clusters
Instead of random blog posts trying to grab attention, build proper content hubs that cover topics thoroughly. Connect related content logically, cover topics in depth, and make it easy for both humans and machines to understand how your content fits together. Think Argos catalogue, not car boot sale.

Is AI The Future Of Search?
I don’t think so, or at least not yet. Yes, AI search is changing the game. But trying to manipulate it with tactics that were dodgy two decades ago isn’t the answer. It’s like bringing a spoon to a knife fight – embarrassing and ultimately pointless.
The loophole that currently lets ChatGPT Search be manipulated will undoubtedly be closed as soon as SEOs start manipulating it (and trust me, they will). And when that happens, what will you be left with? A website full of hidden text that Google already hates.
SEO isn’t about tricking search engines – it’s about helping them understand your content so they can connect you with the right audience.

Should You Try It Anyway?
If you’re thinking about trying hidden text manipulation for AI search, do yourself a favour – don’t. Instead, invest that energy in creating content that’s actually worth finding, whether it’s discovered by traditional search engines, AI, or humans sharing it the old-fashioned way.
Because good SEO practices work across all platforms. Dodgy tricks might work briefly on one platform, but they’ll hurt you everywhere else. And with Google still dominating search traffic, that’s a gamble not worth taking.
Focus on creating brilliant content that serves your users, structure it well, keep your technical SEO clean, and build genuine authority in your field. It might not be as exciting as trying to outsmart AI, but it’s a strategy that’ll still be working long after the latest manipulation tactics have been patched out of existence.
Let’s leave the hidden text tricks where they belong – in 1999, along with dial-up modems and Dancing Baby GIFs.
Want To Learn SEO That Actually Works?
If you’re tired of dodgy SEO tricks and ready to learn proper search optimisation that works for all platforms (without the usual corporate waffle), check out the non-wanky SEO course.