: If it hidden via CSS then you use Javascript to show it, that is generally fine. Search engines may give slightly less weight to the content that is hidden, but you are unlikely to be penalised

If it hidden via CSS then you use Javascript to show it, that is generally fine. Search engines may give slightly less weight to the content that is hidden, but you are unlikely to be penalised as there are many legitimate uses for this kind of thing like menus.

If the content is not part of the page at all but loaded by AJAX then that loaded content will not be indexed at all by search engines, but you definitely will not get penalised at all.

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