Keyword stuffing is widely considered as black-hat SEO, and includes the excessive placing of keywords into a webpage for the sole purpose of ranking in search engines. Such forms of keyword stuffing may include unnatural repetition of keywords in the text, even hiding keywords by setting it as a background colour, or using an unreasonable amount of keyword variations. Search engines view keyword stuffing as trickery, and would therefore result in a penalty. Keyword stuffing also makes for a bad user experience, as the content is unreadable or incomprehensible. Best practices today dictate that high-quality content must be written that flows naturally based on user intent, and mobile-optimised for value delivery. Never get caught up engaging in any of these; it will hurt your ranking and risk your website’s credibility.