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Another thing that is considered spamming is cloaking. Google itself admits cloaking is difficult issue but definitely punishable action. With cloaking is meant the action of presenting different content to human users than is presented to search engines. An example that Matt Cutts has presented in Google Webmaster Tools “Cloaking” is a website that presents to search engines it contains cartoons but in reality when the human user comes to the page the content is something entirely else, for example porn. This is definitely a negative experience for user as the search result doesn’t match with the searched topic. Google strongly reminds that there is no such thing as acceptable cloaking. The crawlers should be treated the same as human users at all times to give a truthful image of the webpage. The last one on the spam list that Sullivan has listed in his article “ Google Launches ‘Penguin Update’ Targeting Webspam In Search Results” (2012) is duplicate content. Google has taken actions against duplicate content already on its earlier algorithm update, Panda, but has launched Penguin to tackle the pages with duplicate content as well. The duplicate content is as its name suggests content on the page that matches the content on other pages either completely or is very similar. Google reminds in its Webmaster Tools post “Duplicate content” that mostly the duplicate content is not originally deceptive. Duplicate content may appear in discussion forums which have pages for regular traffic as well as for mobile devices. Also printer-only versions of webpages are acceptable duplicate content. There is, unfortunately also malicious duplicate content on web pages which tries to manipulate the search engine rankings towards better. This may result to the user having the same content displayed repeatedly making the user experience becoming negative. Google sees this as a violation against their mission and reacts to prevent this from happening. Google gives out some tips on how to address the duplicate content properly so that also algorithms understand what is going on and do not mark the pages as spam. Firstly, Google “does not recommend blocking crawler access to duplicate content on your webpage”. Google explains that if the search engines can’t crawl the duplicate content pages they also can’t identify the URLs are pointing to the same content and are treated as separate pages. Therefore, Google suggests using rel=”canonical” link element, the 23PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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