Bait and Switch
Term ‘bait and switch’ was originally coined for a tactic utilised by unscrupulous retailers, who would draw customers in with a very low price for a given product, but then tell them that the low-price product was unavailable and attempt to sell them a higher priced alternative. In online marketing this refers to the somewhat dubious practice of creating content which is spidered by search engines and indexed, then switching the content to something else. Or, in a social media context creating content which various people link to, then switching the content once the links are in place.
