Bait And Switch

A black hat Internet marketing technique. The idea is to have two versions of a web page. One is optimised for search engines, the other for users. Once the search engine indexes the first (takes the bait), the webmaster switches the pages so that the page optimised for users now lives at the URL of the page the search engine indexed. It’s worth noting that search engines today are much smarter than they were back when this trick worked.