Page cloaking can broadly be defined as a technique used to deliver different web pages under
different circumstances. There are two primary reasons that people use page cloaking:
a) It allows them to create a separate optimized page for each search engine and another page
which is aesthetically pleasing and designed for their human visitors. When a search engine
spider visits a site, the page which has been optimized for that search engine is delivered to
it. When a human visits a site, the page which was designed for the human visitors is shown. The
primary benefit of doing this is that the human visitors don't need to be shown the pages which
have been optimized for the search engines, because the pages which are meant for the search
engines may not be aesthetically pleasing, and may contain an over-repetition of keywords.
b) It allows them to hide the source code of the optimized pages that they have created, and
hence prevents their competitors from being able to copy the source code.
Page cloaking is implemented by using some specialized cloaking scripts. A cloaking script is
installed on the server, which detects whether it is a search engine or a human being that is
requesting a page. If a search engine is requesting a page, the cloaking script delivers the
page which has been optimized for that search engine. If a human being is requesting the page,
the cloaking script delivers the page which has been designed for humans.
There are two primary ways by which the cloaking script can detect whether a search engine or a
human being is visiting a site:
a) The first and simplest way is by checking the User-Agent variable. Each time anyone (be it a
search engine spider or a browser being operated by a human) requests a page from a site, it
reports an User-Agent name to the site. Generally, if a search engine spider requests a page,
the User-Agent variable contains the name of the search engine. Hence, if the cloaking script
detects that the User-Agent variable contains a name of a search engine, it delivers the page
which has been optimized for that search engine. If the cloaking script does not detect the name
of a search engine in the User-Agent variable, it assumes that the request has been made by a
human being and delivers the page which was designed for human beings.
However, while this is the simplest way to implement a cloaking script, it is also the least
safe. It is pretty easy to fake the User-Agent variable, and hence, someone who wants to see the
optimized pages that are being delivered to different search engines can easily do so.
b) The second and more complicated way is to use I.P. (Internet Protocol) based cloaking. This
involves the use of an I.P. database which contains a list of the I.P. addresses of all known
search engine spiders. When a visitor (a search engine or a human) requests a page, the cloaking
script checks the I.P. address of the visitor. If the I.P. address is present in the I.P.
database, the cloaking script knows that the visitor is a search engine and delivers the page
optimized for that search engine. If the I.P. address is not present in the I.P. database, the
cloaking script assumes that a human has requested the page, and delivers the page which is
meant for human visitors.
Although more complicated than User-Agent based cloaking, I.P. based cloaking is more reliable
and safe because it is very difficult to fake I.P. addresses.
Now that you have an idea of what cloaking is all about and how it is implemented, the question
arises as to whether you should use page cloaking. The one word answer is "NO". The reason is
simple: the search engines don't like it, and will probably ban your site from their index if
they find out that your site uses cloaking. The reason that the search engines don't like page
cloaking is that it prevents them from being able to spider the same page that their visitors
are going to see. And if the search engines are prevented from doing so, they cannot be
confident of delivering relevant results to their users. In the past, many people have created
optimized pages for some highly popular keywords and then used page cloaking to take people to
their real sites which had nothing to do with those keywords. If the search engines allowed this
to happen, they would suffer because their users would abandon them and go to another search
engine which produced more relevant results.
Of course, a question arises as to how a search engine can detect whether or not a site uses
page cloaking. There are three ways by which it can do so:
a) If the site uses User-Agent cloaking, the search engines can simply send a spider to a site
which does not report the name of the search engine in the User-Agent variable. If the search
engine sees that the page delivered to this spider is different from the page which is delivered
to a spider which reports the name of the search engine in the User-Agent variable, it knows
that the site has used page cloaking.
b) If the site uses I.P. based cloaking, the search engines can send a spider from a different
I.P. address than any I.P. address which it has used previously. Since this is a new I.P.
address, the I.P. database that is used for cloaking will not contain this address. If the
search engine detects that the page delivered to the spider with the new I.P. address is
different from the page that is delivered to a spider with a known I.P. address, it knows that
the site has used page cloaking.
c) A human representative from a search engine may visit a site to see whether it uses cloaking.
If she sees that the page which is delivered to her is different from the one being delivered to
the search engine spider, she knows that the site uses cloaking.
Hence, when it comes to page cloaking, my advice is simple: don't even think about using it.
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Article by Sumantra Roy. Sumantra is one of the most respected and recognized search engine positioning specialists on the Internet. For more articles on search engine placement, subscribe to his 1st Search Ranking Newsletter by sending a blank email to mailto:1stSearchRanking.firstname.lastname@example.org or by going to http://www.1stSearchRanking.net