The Latest Google Update and Cloaking Software

Cloaking software is one of the last bastions for those who are attempting to "trick" the search engines. The basic premise is simple: If a search engine views a site, they get an optimized version of the page, and if a normal user views the site, they see something else.

It shouldn't surprise anyone in the internet industry to hear that many search engines, with Google heading the pack, frown upon cloaking software. Google has repeatedly stated that their goal is to send searchers to a quality website. Obviously they aren't going to be thrilled by any system which means that the site a visitor reaches isn't the same as what Google's spiders read. It should be noted that most web surfers aren't too thrilled by the practice either!

In the latest of a series of sweeping changes to their ranking algorithm, Google targeted cloaking software in their latest algorithm update, known as the "Austin update". Less obvious than November's Florida update for many webmasters, Austin nonetheless produced some nasty shocks for people who were still attempting to use exploits for good search engine ranking.

Most cloaking software works because they know all of the IP addresses of all of the search engines. Therefore, the software is programmed to automatically respond differently to those addresses. Google threw a monkey wrench in the works by changing the IP addresses of almost every single data center, worldwide. Therefore, the cloaking software, pre-programmed for the old addresses, is useless.

It's probably only a matter of time before the next trick surfaces, including updated cloaking software with the new IP addresses coded in. However, speaking as someone who not only does business on the web but also uses it extensively for personal purposes, I am totally in favor of shutting down these tricks and exploits. I want my search results to be useful, and I don't appreciate seeing one thing in the Google cache and something else entirely on the website when I visit.

So, at the risk of sounding like a broken record, I will repeat what I've said many times in this blog already: Design sites that are friendly to users AND search engines! You can have the greatest site in the world, but if people can't find it, you won't succeed. Conversely, it does no good to send traffic to your site if no one can or will buy from it. The best SEO designs a user-friendly site that meets the standard search engine guidelines. Do this, and you can't go wrong. Our ranking reports prove it!

Comments

[Joe Smoke]

What if the cloaked page only delivered relevant content? Then your opionion would be?

[Laura Seeley]

In that case, I would have to ask why even bother with cloaking? If your site has relevant content, then submit the site itself.

If for some reason the site won't rank, then consider why it won't; in many cases sites don't rank because of excessive graphics, Flash landing pages, or other problems which also pose problems for your visitors. If that's the case, then the main URL ought to give them a static, spider-friendly option anyway.