One thing you should never do is pack in gratuitous repetitions of keywords or use sophomoric tricks like creating white text on a white background to hide keywords. All the major search engines know that even in well-written and edited text, keywords and phrases will make up only 5–8 percent of the number of words on the average page of text. Pages with a suspiciously high keyword rate will lose search engine ranking, and pages that use hidden word repetition tricks may be banned from mainstream search engines.