Definition:
Cloaking is a technique used in Black Hat SEO used to send the content of a web page to a search engine in such a way that search engines are shown different content than that shown to a human search engine. The goal of this cover-up is to increase the search engine rank of a website with certain keywords.
In cloaking, the search engine and the user are not literally on the same page. Therefore, both the user and the search engine are being deceived.
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How is cloaking done?
This is done by delivering content based on the IP addresses or HTTP header of the user requesting the page. When a user identifies themselves as a search engine spider, a server script provides a different version of the web page, which includes content that is not present on the visible page, or that is present but cannot be searched.
Is cloaking useful?
No. In fact, it is a practice in disuse and totally discouraged in the current SEO strategy.
Frequently asked questions about Cloaking
What does Cloaking mean in digital marketing?
Cloaking refers to the concept described in this glossary entry: Definition: Cloaking is a technique used in Black Hat SEO used to send the content of a web page to a search engine in such a way that search engines are shown different content than that shown to a human search engine. In cloaking, the search engine and the user are not literally on the same page. It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Cloaking?
Teams should review Cloaking when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Cloaking used in a digital strategy?
Cloaking is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Cloaking?
A common mistake is using Cloaking too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.