Internet marketing efforts often focus a large amount of time and energy on "Search Engine Optimization" (SEO). This means placing the right keywords and meta tags in your site in order for it to rank high (preferably the first page of results) on Google. Google uses secret algorithms to determine its result rankings. Google constantly does a kind of code battle with web site developers over whether the users see what Google "thinks" they want or what the pages marketers want people to see. Developers work to reverse-engineer the algorithms, Google tries to refine them.
SEO is not dishonest in and of itself, however, some sites have great SEO but hardly any content other than advertising. Now Google has decided to penalize "over optimized" sites. Read Google Introduces Over Optimization SEO Penalty for more details.