and IP Delivery
Cloaking is defined as the practice of providing different content to a search engine spider than is
provided to a human user. It is an extremely controversial technique in the realm of search engine
optimization. And like most things controversial, cloaking can be used for both good and evil. It is
discussed in depth in this chapter, along with a discussion of the controversy surrounding its use.
Geo-targeting is a similar practice, but it provides different content to both spiders and users on
the basis of their respective geographical regions — its use is far less controversial. Both practices
are typically implemented using a technology called IP delivery.
In this chapter, you:
Learn the fundamentals of cloaking, geo-targeting, and IP delivery.
Implement IP delivery–based cloaking and geo-targeting in step-by-step exercises.
Cloaking, Geo-Targeting, and IP Delivery
Before writing any code, make sure you understand these important definitions:
refers to the practice of delivering different content to a search engine than
to human visitors browsing a web site. In practice, cloaking is implemented through
IP delivery. See
for more details.
is similar to cloaking in that it provides different content depending on
the type of visitor — but this time by their physical location on Earth. Search engine spi-
ders are not treated any differently than human visitors. This technique is useful when
you want to show different content to a user from France than to a user from the United
States, for example.
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