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IP Delivery
IP delivery is a technique often used in search engine optimisation (SEO) to improve the visibility of websites and their positioning on search engines.
Although there is some debate about its ethics, it is essential to understand what it is, how it works and its benefits in this world.
IP delivery involves offering different content on the same web page, depending on the IP address from which it is accessed. In other words, a user located in France will see different content to a user located in the United States, for example. This approach makes it possible to personalise the experience of Internet users and improve the referencing of a page according to geographical criteria in particular.
There are several reasons to opt for this method when it comes to search engine optimisation:
To use this technique, you need to follow a few essential steps:
Although IP delivery can offer many advantages in terms of referencing, it is essential to be vigilant and not to cross certain limits. This practice can easily lead to cloakinga technique considered abusive by search engines.
Cloaking consists of offering different content to the user and to the indexing robot a search engine (such as Googlebot). The aim is generally to deceive the latter in order to artificially improve the ranking of a web page in the organic results.
The use of cloaking constitutes a violation of the quality instructions laid down by the search engines. As a result, websites that use this method are liable to penalties that can go as far as the de-indexing of their pages, or even their removal from search results altogether.
IP delivery is a method that can bring benefits in terms of referencing and marketing.user experience if it is installed with care.
It is crucial, however, not to cross the line between personalising content and trying to manipulate people. indexing robots. To ensure an ethical and sustainable approach, it is advisable to follow the recommendations of search engines concerning the creation of optimised pages for SEO and user experience.
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