What does cloaking refer to in the context of SEO?

Cloaking in the context of SEO refers specifically to the practice of presenting different content or URLs to users and search engines. This technique is often used to mislead search engines by showing them content that is optimized for search ranking while displaying different content to users that may not be as relevant or may even be deceptive. This manipulation violates search engine guidelines and can lead to penalties or bans from search engines.

The other options address legitimate strategies or practices within SEO but do not align with the definition of cloaking. Genuine content helps build trust, optimizing keywords within visible content improves relevance for both users and search engines, and altering web page layouts can enhance user experience and SEO effectiveness. However, none of these practices involve the deceptive and manipulative approach that cloaking embodies.