Cloaking

Cloaking

Cloaking is a search engine optimization (SEO) technique in which the content presented to the search engine spider is different from that presented to the user's browser. This is done by delivering content based on the IP addresses or the User-Agent HTTP header of the user requesting the page. When a user is identified as a search engine spider, a server-side script delivers a different version of the web page, one that contains content not present on the visible page, or that is present but not searchable. The purpose of cloaking is sometimes to deceive search engines so they display the page when it would not otherwise be displayed (black hat SEO). However, it can also be a functional (though antiquated) technique for informing search engines of content they would not otherwise be able to locate because it is embedded in non-textual containers such as video or certain Adobe Flash components.

As of 2006, better methods of accessibility, including progressive enhancement are available, so cloaking is not considered necessary by proponents of that method[who?]. Cloaking is often used as a spamdexing technique, to try to trick search engines into giving the relevant site a higher ranking; it can also be used to trick search engine users into visiting a site based on the search engine description which site turns out to have substantially different, or even pornographic content. For this reason, major search engines consider cloaking for deception to be a violation of their guidelines, and therefore, they delist sites when deceptive cloaking is reported.[1][2][3][4]

Cloaking is a form of the doorway page technique.

A similar technique is also used on the Open Directory Project web directory. It differs in several ways from search engine cloaking:

  • It is intended to fool human editors, rather than computer search engine spiders.
  • The decision to cloak or not is often based upon the HTTP referrer, the user agent or the visitor's IP; but more advanced techniques can be also based upon the client's behaviour analysis after a few page requests: the raw quantity, the sorting of, and latency between subsequent HTTP requests sent to a website's pages, plus the presence of a check for robots.txt file, are some of the parameters in which search engines spiders differ heavily from a natural user behaviour. The referrer tells the URL of the page on which a user clicked a link to get to the page. Some cloakers will give the fake page to anyone who comes from a web directory website, since directory editors will usually examine sites by clicking on links that appear on a directory web page. Other cloakers give the fake page to everyone except those coming from a major search engine; this makes it harder to detect cloaking, while not costing them many visitors, since most people find websites by using a search engine.

Contents

The Black Hat Perspective

Increasingly, for a page without natural popularity due to compelling or rewarding content to rank well in the search engines, webmasters may be tempted to design pages solely for the search engines. This results in pages with too many keywords and other factors that might be search engine "friendly", but make the pages difficult for actual visitors to consume. As such, black hat SEO practitioners consider cloaking to be an important technique to allow webmasters to split their efforts and separately target the search engine spiders and human visitors.

In September 2007, Ralph Tegtmeier & Ed Purkiss coined the term "mosaic cloaking" whereby dynamic pages are constructed as tiles of content and only portions of the pages, javascript and CSS are changed, simultaneously decreasing the contrast between the cloaked page and the "friendly" page while increasing the capability for targeted delivery of content to various spiders and human visitors.

Cloaking versus IP Delivery

IP delivery can be considered a more benign variation of cloaking, where different content is served based upon the requester's IP address. With cloaking, search engines and people never see the other's pages, whereas, with other uses of IP delivery, both search engines and people can see the same pages. This technique is sometimes used by graphics-heavy sites that have little textual content for spiders to analyze.

One use of IP delivery is to determine the requestor's location, and deliver content specifically written for that country. This isn't necessarily cloaking. For instance, Google uses IP delivery for AdWords and AdSense advertising programs to target users in different geographic locations.

IP delivery is a crude and unreliable method of determining the language in which to provide content. Many countries and regions are multi-lingual, or the requestor may be a foreign national. A better method of content negotiation is to examine the client's Accept-Language HTTP header.

As of 2006, many sites have taken up IP delivery to personalise content for their regular customers. Many of the top 1000 sites, including sites like Amazon (amazon.com), actively use IP delivery. None of these have been banned from search engines as their intent is not deceptive.

See also

References


Wikimedia Foundation. 2010.

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Look at other dictionaries:

  • Cloaking — (engl. verhüllen) ist eine Technik zur Suchmaschinenoptimierung, bei der dem Webcrawler der Suchmaschinen unter der gleichen URL eine andere Seite präsentiert wird als dem Besucher. Sie dient zur Verbesserung der Rangordnung in Suchmaschinen und… …   Deutsch Wikipedia

  • Cloaking — (abgeleitet von Cloak, dt. Deckmantel ) liegt vor, wenn unter derselben URL anhand bestimmter Kriterien unterschiedliche Inhalte durch den Server ausgeliefert werden. Je nachdem, welchem Kriterium ein Besucher bzw. User Agent entspricht, erhält… …   SEO Wörterbuch

  • Cloaking — (en español encubrimiento ) es un término inglés para denominar ciertas técnicas ilicitas de posicionamiento web con el fin de engañar a los motores de búsqueda y mejorar la posición en los resultados. Características Esta técnica consiste en… …   Wikipedia Español

  • Cloaking — Cloak ing, n. 1. The act of covering with a cloak; the act of concealing anything. [1913 Webster] To take heed of their dissemblings and cloakings. Strype. [1913 Webster] 2. The material of which of which cloaks are made. [1913 Webster] …   The Collaborative International Dictionary of English

  • Cloaking — es un vocablo utilizado en inglés para las técnicas de posicionamiento en buscadores que consiguen engañar a los buscadores posicionándose en los primeros puestos. Entre estas prácticas se encuentran esconder texto colocándolo del mismo color que …   Enciclopedia Universal

  • Cloaking — Le cloaking (de l anglais signifiant « dissimulation ») est une technique utilisée par les black hat pour optimiser leur positionnement dans les moteurs de recherche. Elle consiste pour le serveur web ainsi programmé à présenter un… …   Wikipédia en Français

  • Cloaking — Cloak Cloak, v. t. [imp. & p. p. {Cloaked}; p. pr. & vb. n. {Cloaking}.] To cover with, or as with, a cloak; hence, to hide or conceal. [1913 Webster] Now glooming sadly, so to cloak her matter. Spenser. Syn: See {Palliate}. [1913 Webster] …   The Collaborative International Dictionary of English

  • Cloaking device — Simulation of how a cloaking device would work Cloaking device deactivated: Light is reflected and absorbed by the object, causing it to be visible …   Wikipedia

  • cloaking — ● ►en n. m. ►MOTREC Litt. masquage , déguisement . Le fait de modifier le contenu de son site web lorsqu un moteur de recherche se présente. L idée est de tromper le moteur de recherche, en faisant apparaître son site comme plus intéressant qu il …   Dictionnaire d'informatique francophone

  • cloaking — kləʊk n. loose sleeveless outer garment that fastens at the neck and hangs down the back; mask, disguise; something that covers, something which conceals v. cover, conceal …   English contemporary dictionary

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