A black-hat SEO tactic where content shown to search engines via JavaScript differs from what users see.
Why JavaScript Cloaking Matters
JavaScript cloaking is considered a “black hat” SEO tactic because it is fundamentally dishonest. It is a direct attempt to manipulate search engine rankings by showing a crawler content that is optimized for search, while a user sees a different version. Google has a zero-tolerance policy for cloaking and will penalize a website that is found to be engaging in this practice. A penalty can range from a drop in rankings to a complete de-indexing of the website from search results. A better approach is to use honest, “white hat” tactics to improve your website’s performance and provide a great user experience.
Across Different CMS Platforms
JavaScript cloaking can be implemented on any CMS, but it is typically a result of a manual or third-party script.
WordPress
WordPress users can add cloaking scripts using a plugin or by manually adding the code to a theme. A common cloaking tactic is to use a script that detects a user agent and serves different content to a search crawler.
Shopify
Shopify’s closed system makes it more difficult to implement cloaking, but it is not impossible. A rogue app or a manual script can be used to hide content or to show different content to a search crawler.
Wix
Wix has a closed system that is designed to be SEO-friendly, so cloaking is a rare issue. However, if you add custom code to your site, you should ensure that it is not being used to hide content from a search engine.
Webflow
Webflow gives you a high degree of control over your website’s code, which can be a source of both power and problems. A custom script can be used to cloak content, but it is a clear violation of Webflow’s terms of service and can lead to a penalty.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that is used to cloak content, but it is a risky practice that can lead to a severe penalty from search engines.
Across Different Industries
JavaScript cloaking is a deceptive tactic that can be used in any industry.
E-commerce
E-commerce sites can use cloaking to show a search crawler a product page with keywords and then redirect a user to a different page or show them a different product. This is a clear violation of search engine guidelines.
Local Businesses
A local business can use cloaking to show a search crawler a page with keywords and then redirect a user to a different location or a different service. This is a deceptive practice that can lead to a penalty.
SaaS Companies
SaaS companies can use cloaking to show a search crawler a page with keywords and then redirect a user to a different pricing page or a different feature page. This is a clear violation of search engine guidelines.
Blogs
A blog can use cloaking to show a search crawler a page with keywords and then redirect a user to a different article or a different website. This is a deceptive practice that can lead to a penalty.
Do’s and Don’ts of JavaScript Cloaking
Do’s
- Do use a white hat SEO strategy: The best way to rank is to provide a great user experience and high-quality content.
- Do use a server-side rendering (SSR) approach: This is the best way to ensure that a search engine crawler sees the same content as a human user.
- Do use Google Search Console: The URL Inspection tool will show you exactly how Google sees your pages.
Don’ts
- Don’t use JavaScript to hide content from a search crawler: This is the primary form of JavaScript cloaking.
- Don’t use a script to redirect a search crawler to a different page than a human user: This is a clear violation of search engine guidelines.
- Don’t use JavaScript to swap content or keywords: This is a deceptive practice that can lead to a severe penalty.
Common Mistakes to Avoid
- Using a JavaScript-based pop-up that hides content: This is a common and often unintentional form of cloaking. A pop-up that is not easily dismissible can be seen as a deceptive practice.
- Redirecting a search crawler to a different URL: This is a major form of cloaking that can lead to a severe penalty.
- Failing to check your website’s code for cloaking scripts: A rogue script can be used to cloak content without your knowledge.
FAQs
Is JavaScript cloaking a direct Google penalty?
Yes, JavaScript cloaking is a clear violation of Google’s guidelines and can lead to a severe penalty, including a drop in rankings or a complete de-indexing of your website.
What is the difference between cloaking and dynamic rendering?
Cloaking is a deceptive practice that shows different content to a search crawler than it does to a user. Dynamic rendering is a legitimate practice that serves a pre-rendered HTML page to a search crawler and a JavaScript version to a user.
Can a website with a JavaScript-based pop-up be seen as cloaking?
Yes. A JavaScript-based pop-up that hides content from a search crawler can be seen as a form of cloaking. A pop-up that is not easily dismissible can also harm your SEO.
What is an example of a good use of JavaScript?
A good use of JavaScript is for a user experience function, such as a dynamic form, a photo gallery, or a video player. These are not used to hide content but to enhance the user experience.
How can I check if my website is using JavaScript cloaking?
You can check by using the URL Inspection tool in Google Search Console. It will show you a screenshot of how Google sees your page. You can also use a third-party tool that can detect cloaking.
