When the site shows different content to search engines and visitors

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There are several common Web sites for different visitors, including search engines, to show the reasons for different content. The following are some of the most common.

Multivariable and A/B testing

The test Login page transformation requires different content to be displayed for different visitors. In this case, it's best to use javascript/cookie/session to display the content and give the search engine a normalized version of the page that will not be mounted every time you crawl (although content changes on each visit are not necessarily harmful to you). Google also provides software that is called Google Website Optimizer to implement this feature.

Need to register content and first click Free

If you force a user to register (either paid or free) to access the content, it is best to keep the same URL for the logged-in user and the logged-in user, displaying a summary (usually enough at both ends) for the logged-on user and the search engine. If you want to show the full content to the search engine, you can use some of the content routing rules, such as new visitors can not register before the first page to access to two pages, after the grace period to request registration. This makes your intentions honest, and you can use cookies or sessions to restrict user access while displaying the full content to the search engine.

In this case, you also have the option to participate in Google's first click Free program. As long as the users who click on the search results can access the first article for free, the site will be able to display the paid or required login to Google Spider. Many famous website publishers use this technology, including popular website experts-exchange.com.

More specifically, to implement the first click Free, publishers must renew their Google Spiders (and possibly other search engine spiders) to access everything they want to be indexed, even if the user usually needs to log in to see the content. Users who visit the site still need to log in, but search engine spiders do not need to. This will cause the site content to appear in the search results in due course, however, if a user clicks on the search results and comes to your site, you must allow him to access the entire article (if it is an article that contains a page, you need to allow access to all pages of the article). Once the user clicks on another article on the site, you can ask him to sign in.

For more details, refer to Google's first click Free Program page: http://googlewebmastercentral.blogspot/2008/10/first-click-free-for-web-search.html.

Search engine can not crawl the navigation

If your navigation is Flash/javascript/java or other forms that you can't crawl, you should consider showing the search engine a version of the HTML content that can crawl. Many sites simply display a layer of invisible search engines through the CSS layer. You can also use the noscript tag, although this is usually more risky because many cheaters use NoScript to hide content. Adobe recently released a SEO and Flash portal that provides search engine confirmation to help Flash files find best practices. Be careful to ensure that the content displayed by the search engine's visible layer is essentially the same as that of the person's visible layer.

Copy content

If a large portion of a page's content is duplicated, consider placing it in an iframe that prohibits crawling through robots.txt files, restricting spider access. This ensures that you can display unique pages to the search engine, while avoiding duplication of content issues.

Different User Content

Sometimes you may display different unique content to different users, such as different geographic locations (for example, in some of the more popular products promotions)/different screen resolutions (make the content better match the screen size) or from different navigation points to enter the site. In these cases, it is best to have a default content version that is displayed to users and search engines that do not have these attributes.

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